As marketers, we know the value of a good influencer. Influencer marketing helps you gain reach in a targeted audience or niche. Using it as part of your social media strategy can drive campaign performance to increase brand awareness, generate leads and boost sales.

Working with influencers means your brand can benefit from their creativity and authenticity. Influencers are creative individuals with a skill for making content that their audience will love, and their voices can be valuable to your brand.

The figures for influencer marketing are impressive. Fortune Business Insights reports that the global influencer marketing platform market size was valued at $17.40 billion in 2023.

By 2032, that figure is expected to reach $71 billion.

Influencers can also allow you to gain traction on platforms where you may not yet have a presence; creators on TikTok, for example, are experts at making promotional content that fits in seamlessly with their organic content and entertains their audience.

Plus as marketers look to scale up their influencer marketing activities, artificial intelligence (AI) can help improve performance, reduce risk, and boost productivity.

But influencer marketing can be tricky. It’s not just about finding someone with a lot of followers, it’s about finding the right influencer and making the most of that collaboration. Ultimately, it’s about being clever with your influencer marketing strategy from the start and learning how to work with brands.