The Power of Influencers

How Influencer Marketing Can Help Build Your Brand

By: Helen Sandoval

In today’s age, paying celebrities to promote a product or service has become less popular. Social media has allowed brands to promote themselves through well-known individuals called influencers. This new method, known as influencer marketing, has given brands the opportunity to expand their audience and build connections among its publics. The process is simple. All you have to do is find the influencer that fits your brand and they will get the word out. There are numerous reasons why using an influencer is successful in generating buzz; and to prove it, 81% of marketers said the method was effective.

1. Word-of-mouth
A study showed that 92% of consumers trust word-of-mouth recommendations more than any other form of advertising, . Word-of-mouth can help spread important news about your brand.  An influencer can share their experience with a brand and its product to their audience, which creates a word-of-mouth action. Users will feel inspired or motivated to try that certain product, and if it’s favored, they will recommend that product.

2. Affordable
Using influencers is a cost-effective tool that can easily connect with a specific audience. There are several ways you can pay your influencer. Depending on the influencer you’re partnering with, it can be fairly cheap or even free. Start-up companies can offer an influencer a free product in exchange for a shout out or a brand can pay an influencer based on commission. If a product is bought because of an influencer, a percentage of the total sales can be given.
3. Builds credibility
Working with an influencer in an authentic way can help humanize your brand, which allows there to be a genuine connection. Influencers carry a lot of responsibility as their followers expect them to promote only good products. This builds credibility between the brand and its audience by connecting with someone who is trusted.
4. Bigger audience reach
Given that 69% of the public are social media users, partnering with the right influencers can attract a lot of attention. The more loyal followers an influencer has, the more people will see your brand and will consider buying your product, but they need to be credible figures. Influencers can also help a brand reach a specific audience as long as the influencer is relevant to your brand and goal.  


Partnering with influencers can help distribute a brand’s message and easily grab people’s attention. As a result, this affordable promotion method can help you target a niche audience and is essential to a PR/Marketing strategy.