General Assembly

STUDY GUIDE

INTRO TO INFLUENCER
MARKETING
What is Influencer Marketing?
Influencer marketing is the practice of engaging people with social influence to promote your brand.

Influencer marketing has a role in paid, earned, AND owned media.

» Paid media: For a fee, those who have built up a significant social media following will promote your
brand by creating content, promoting it, and/or appearing at events.
» Earned media: Unpaid influencers, or brand advocates, will do the same but without compensation
because you have created content or a product that they truly love and want to share.
» Owned media: Whether or not you have paid an influencer, you might use influencer- created content
in your brand’s channels. For example, you could use an influencer’s photos on your website or re-post
their content on your brand’s social media channels.

Five key benefits of influencer marketing:

Remember…
Influencer marketing requires giving up some creative control to the influencer in order to maintain
authenticity.

Type of Influencer Marketing Engagements: