Influencers are individuals (e.g. bloggers, instagrammers or vloggers) who reach a large audience interested in a specific topic through the media they run. Within their community, influencers are treated as a kind of authority, being able to set trends or even having a real impact on the opinions and choices of their viewers or readers. Although there is no predetermined point at which ‘regular media owners’ become influencers, in most cases the latter already have a regular audience (at least several thousand people).
Collaboration between advertisers and their vloggers or bloggers is a great opportunity to promote a product or service. By taking care to choose the right influencer, it is possible to effectively reach many potential customers. It is also often the case that it will be mutually beneficial to recruit brand ambassadors who promote the brand on a permanent basis in exchange for specific benefits.