Influencer marketing is a type of promotional marketing that involves partnering with individuals who have a significant social media following to promote a product or service. It has become increasingly popular in recent years due to the rise of social media and the influence that social media users can have on their followers.

One of the ways in which influencer marketing is changing the face of promotional marketing is by shifting the focus from traditional advertising methods to a more personalised and authentic approach. Influencers are typically seen as relatable and trustworthy by their followers, which can make their recommendations more persuasive than traditional advertising.

Additionally, influencer marketing allows brands to reach highly targeted audiences by partnering with influencers who have a specific niche or demographic following. This can be particularly effective for brands looking to reach younger audiences or those in specific industries or interest groups.

Influencer marketing is also changing the way that brands measure the success of their marketing efforts. Rather than focusing solely on metrics such as impressions or clicks, brands are increasingly looking at engagement metrics such as likes, comments, and shares to gauge the impact of their influencer campaigns.

Overall, influencer marketing is providing brands with a new and effective way to connect with consumers and promote their products or services. As social media continues to grow and evolve, it is likely that influencer marketing will continue to play a significant role in the promotional marketing landscape.