An influencer, as defined by the Cambridge Dictionary, is someone who affects or changes the way other people behave. Influencer Marketing is not a new phenomenon. Influencer marketing works because people are influenced by people, and find word-of-mouth to be the most trusted source for recommendations.
Today more than ever, consumers are choosing to listen to each other over brands. That’s why influencers are so powerful. They are trusted individuals with loyal followings across digital platforms.