Platforms like Instagram, YouTube and to a certain extent, Twitter, have managed to transform unknown individuals into huge personalities and stars, creating environments that foster multiple communities.

These individuals who are placed on the social pedestal are commonly known as “social media influencers”, wielding influence in their respective digital communities.

With time, influencers have become the go-to marketing spear that brands wish to possess, but sometimes, the journey can be a double-edged one.

As with all forms of businesses and industries, there are black sheep: Individuals so caught up in the social rat race that they have resorted to Machiavellian means to gain fame, fortune and followers.

The tangible and intangible benefits of being associated with influencers have not been lost on marketers, who are finding it tough trying to implement brand efforts that can be dispersed to targeted audiences in this social media age.

Being able to penetrate and break through the noise, then, is key to tapping on the huge fan bases that social media influencers have. Such a need, or desperation, has translated into allocating huge sums of money for influencer marketing campaigns, a tactic that does not seem to ebb anytime soon.

This sentiment is based not just on figures alone, but also on the very fact that social media fosters and facilitates human emotions extremely well.

Why are brands so keen on influencer marketing?

The strong presence and power held by influencers is a goldmine for brands, making influencer marketing even more relevant. In a poll conducted by Invespcro, marketers rank what they would want to achieve with social media influencers: