What Is Influencer Marketing and Why Does It Work?

If you love social media and want to build a career in marketing, influencer marketing is something you should know about. It's one of the fastest-growing ways to connect brands with people online, often on social media platforms like Instagram, TikTok and YouTube.

What is Influencer Marketing?

Influencer marketing happens when brands collaborate with popular social media creators (known as influencers) to promote products or services. Influencers have followers who trust their opinions, so when they recommend something, their followers often listen.

It usually involves influencers sharing posts, videos or stories about the products or services in a way that feels natural, promoting a brand to their audience.

Why is Influencer Marketing Important?

There are lots of reasons why brands use influencer marketing, such as to:

• Reach the right people: If an influencer already has followers who match the brand's target audience, it's an easy way to reach them.
• Build trust: Followers trust influencers' opinions more than regular adverts.
• Get noticed: It allows brands to reach new people and increase their visibility.

Things to Keep in Mind

Before working with influencers, it's important to:

• Choose the right influencer: Their followers should match the brand's target audience and the influencer should fit the brand's style.
• Set clear goals: Know what the campaign should achieve, e.g. more followers, website visits or sales.
• Work together: The brand and influencer should have the same goals and expectations. 

Learn from Industry Experts

Our Level 4 Digital Marketing Diploma students recently had an exclusive masterclass with:

• Mischa, Managing Director at THIS IS SUMMER.
• Grace, Senior Communications Manager at b. the agency

They shared insider tips on influencer marketing trends, how brands work with creatives, and examples of engaging case studies the team has produced. It was a great opportunity to learn directly from professionals in the industry.

About the Agencies

• b. the agency is a creative communications agency working with fashion, beauty and lifestyle brands. They specialise in PR, influencer marketing, event and brand experiences, and collaborations.
• this is summer is b. the agency's sister agency, focusing on influencer marketing and talent management. They help connect brands with the right influencers to create impactful content.

Study Marketing at the FRA

If you want to build a career in marketing, our courses are designed to give you the skills you need:

• Level 4 Digital Marketing for Fashion: A one-year diploma teaching you how to create and run effective marketing campaigns.
• BA (Hons) Marketing & Communications for Fashion: A two-year degree that covers social media, web design, creative skills, and how to communicate with audiences online.