Influencer marketing is the practice of partnering with content creators who have built engaged audiences on social platforms to promote products or services. Platforms include Instagram, TikTok, YouTube, Twitter/X, LinkedIn, Twitch, and Substack, with arrangements ranging from sponsored content to affiliate deals or organic mentions. Creator partnerships span nano-influencers (1K-10K followers) to mega-influencers (1M+ followers), with the practice now a core marketing channel for B2C brands and emerging for B2B. It's the modern evolution of celebrity endorsement, made scalable by the creator economy.
The influencer tiers:
| Tier | Follower count | Typical engagement | Cost per post |
|---|---|---|---|
| Nano | 1K-10K | 5-10% | $50-$500 |
| Micro | 10... |