Brands originally used influencer marketing mainly for brand awareness or to shift their customer’s shopping behavior and overall perceptions of the brand (sometimes called brand lift).
Today, we’ve moved well beyond those more limited early days. With the potential for returns of 20x the initial investment, many brands see the advantages in working with influencers, from niche to celebrity influencers, whose audiences and viewpoints align with their brand values. Brands now work with many different types of influencers in pursuit of several business goals, including:
