As we all know, our industry is in a constant state of evolution. Even though influencer marketing has been around for quite some time, we think it is time to update everyone on how-as an industry-we is defining the term. With many consumers becoming increasingly “blind” to traditional forms of advertising, brands are struggling to find effective strategies for reaching their target audience. This is where influencer marketing comes into play, striking a nice balance between old and new while delivering your message in a way that your marketing team can’t do alone. Whether this is your first time hearing about influencer marketing or it’s something you’ve tried in the past with little success, So, here are the answers to the basics: Who and What is influencer marketing? So let's start at the beginning: Who Are Influencers?This definition has certainly evolved a bit. Broadly speaking, any person who creates content with the specific intent to express their views and opinions of a good or service is an influencer. So, yes, you are right; this is nearly all of us. That person who wants to show you how their new car works and what they love about it-influencer. Your Aunt does a haul video influencer. All things Kali Kardashian-Influencer However, in thinking in terms of marketing, we are usually focused on the two types of influencers: paid and authentic (unpaid). Using the above examples, the authentic influencer is your Aunt, whereas a paid influencer is Kali.