An influencer is defined as “a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.”

Influencers are thought leaders, lifestyle promoters or industry experts who have gained a following because of the content they post, building a personal brand using social media. Influencer marketing is a partnership between a brand and an influencer that uses the credibility that person has built with their audience to push their product or service. The influencer’s followers trust them, making their endorsement of a brand more genuine and powerful.

You may be saying to yourself, “So what? Celebrity endorsement has been around forever,” but celeb endorsements and influencer marketing are very different. A lot of influencers are regular people like you and me. Because their following is so organic, they are typically selective in the types of partnerships they accept, making any promotions to their audience feel more authentic and like a true recommendation from a friend. Sincerity = Trust, in the influencer and your brand.

Let’s look at the partnership of local San Antonio influencer Ari Alvarez-Tostado @TheToastyLife and Community Coffee. Community Coffee was looking for an influencer who is always on the go, living a lifestyle needing to be fueled by their rich coffee. Ari felt the partnership was a good fit because she drinks coffee every day so the incorporation of it didn’t feel forced. Plus, coffee is a product most people consume so it’s an approachable brand, which Ari was drawn to.

With over 1,700 total post engagements, I’d say Community Coffee is pretty pleased with their partnership with Ari!

To sum it all up, influencer marketing is a great way to introduce your brand to an organic audience and helps build immediate brand trust.

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