Which marketing strategy involves using individuals with large social media followings to promote a product?

Influencer marketing harnesses the reach and credibility of individuals who have substantial followings on social media platforms. This strategy capitalizes on the trust and rapport these influencers have built with their audience, making them effective advocates for a brand or product. By collaborating with these influencers, companies can leverage their influence to engage potential customers in a more personal and relatable manner, as the promotion feels more organic compared to traditional advertising methods.

Influencer marketing is particularly effective in today's digital landscape where consumers are often skeptical of traditional advertising and seek recommendations from trusted figures in their lives, including social media personalities. This approach allows brands to reach targeted demographics with tailored messages that resonate, often leading to higher engagement and conversion rates compared to other strategies.

In contrast, content marketing focuses on creating and sharing valuable content to attract and retain an audience, rather than relying on individual endorsements. Broadcast marketing typically refers to traditional advertising methods such as TV or radio commercials. Affiliate marketing involves individuals promoting products for a commission based on sales generated through their referrals, which is distinct from the broad influence leveraged in influencer marketing.