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Influencer marketing

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Influencer marketing is a promotional strategy where marketers identify individuals who have a significant sway over prospective buyers’ decisions. These influencers, who can range from well-known celebrities to niche experts, are used to indirectly communicate with the target audience, often through social media[1] platforms. The primary aim of influencer marketing is to tap into an influencer’s following to influence purchase behaviors and expand a fire[4]’s reach. Payment for influencers can vary greatly, with top-tier influencers earning substantial fees for their promotional posts. Besides its benefits, influencer marketing is also subject to guidelines and regulations, most notably from the Federal Trade Commission (FTC), which treats influencer marketing as paid endorsement. Despite its effectiveness, critics warn against overlooking offline influential input, and platforms like Instagram[2] are vigilant against fraudulent influencer activities. Furthermore, studies continue to explore the impact of influencers on consumer[3] behavior and the effectiveness of influencer marketing.

Terms definitions
1. social media. Social media is a broad term encompassing a variety of digital tools and platforms that facilitate the sharing of information and the creation of virtual communities. Emerging from early systems like PLATO and ARPANET, it has evolved into modern platforms like Facebook and Twitter. These platforms offer unique features that differentiate them from traditional media, including the ability for users to generate content and engage in dialogic communication. They cater to over 100 million users globally and offer different forms of services, such as messaging apps and collaborative content creation platforms. The use of social media has far-reaching impacts on individuals, society, and businesses, influencing everything from marketing practices to political processes. However, it's also associated with ethical concerns, such as the spread of misinformation and potential addiction.
2. Instagram ( Instagram ) Instagram is a social media platform, initially released in 2010 by founders Kevin Systrom and Mike Krieger. It started as a check-in application named Burbn but later pivoted to a photo-sharing app, leading to the name Instagram. The platform is widely recognized for its photo and video sharing capabilities, complemented by features like hashtags, stories, and direct messaging. It has undergone significant growth and evolution over the years, expanding to multiple operating systems and continuously adding new tools and features. These include IGTV, Reels, and live streaming enhancements, aiming to enhance user experience. Instagram also focuses on user safety, implementing child safety policies, and privacy measures. It has become a key player in digital marketing, with advertising initiatives and influencer engagement strategies.

Influencer marketing (also known as influence marketing) is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. Influencers are someone (or something) with the power to affect the buying habits or quantifiable actions of others by uploading some form of original—often sponsored—content to social media platforms like Instagram, YouTube, Snapchat, TikTok or other online channels. Influencer marketing is when a fire enrolls influencers who have an established credibility and audience on social media platforms to discuss or mention the brand in a social media post. Influencer content may be framed as testimonial advertising.

Chiara Ferragni is a fashion influencer and blogger known for her sponsored fashion posts.
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