Over the past couple of years the concept of Marketing has changed .
You all know that the best format of advertising is the personal recommendation , how many times have you bought something because your friend’s suggested it to you ? Today another trusted format of advertising is consumer opinion online . When we have to buy a new product we always do some online researches before making the purchase, we look for reviews and opinions from people that have already tested that service or product .
The brand advertising is not anymore so influential for customers . According to a research by Statistica only 23% of British consumers and 27% of US consumers think their purchase decision is influenced by brand advertising  .
So what does influence people to buy or trust a brand ? There is new form of Marketing today called Influencer Marketing . For many years brands have been collaborating with celebrities and models to build their brand and shift product , today particularly within the fashion and beauty space there are new kinds of influencers and you all know who we’re talking about . Influencers today are those people who can reach a large number of people by just expressing their opinion on a product , they’re most bloggers and vloggers .
Over the past years brands are including Influencer Marketing in their strategy . According to the Influencer Marketing survey published by Fashion and Beauty Monitor in association with Econsultancy , 57% of respondents already have an Influencer Marketing strategy in place , the 22% have no plans over the next 12 months and the 21% are planning for it over the next 12 months .
Usually the role of the influencers is focused on the product and brands think that they play an important role in product launch and content promotion .
Influencer Marketing should be a part of long-term strategy , it can take one or two years before efforts begin to pay off.
Sarah Penny, editor of Fashion and Beauty Monitor at the Festival of Marketing said
” Influencer Marketing is not about throwing money at someone and expecting wonders to happen overnight for your brand . It is about a long-term partnership with a person who will consistently add value to your business because of the influence they yield online. “
There are different kinds and scales of influencers like there are big and small brands  , of course since budget constrains are the primary reason why brands and businesses have not yet explored Influencer marketing , smaller brands don’t have to approach a top tier blogger but they should have to choose influencers who have a lower numbers of followers and should have to keep in mind that it is not true that the biggest influencers will reap the best rewards for a brand .
Identifying influencers and measuring ROI are the biggest challenge for brands .
Since Influencers are really effective in content promotion and to launch a new product according to Fashion & Beauty monitor survey budgets for Influencer Marketing are set to increase for 59% of respondents in 2016 .
