In more detail
Instead of advertising directly, the brand borrows the trust an influencer has already built with their followers. Influencers range from celebrities with millions of fans to micro-influencers (roughly 10,000 to 100,000 followers) and nano-influencers (under 10,000), who often have smaller but more loyal and niche audiences. Deals can be paid posts, free product, affiliate commissions, or long-term ambassador partnerships. It works best when the influencer's audience genuinely overlaps with the people you want to reach, and when the content feels native to how that creator normally posts.
Example
A skincare brand pays a beauty creator with 40,000 followers to post a 60 second routine using their product, plus a discount code in the caption. The code lets the brand track how many sales came directly from that one creator, so they can decide whether to run the partnership again.
FAQ
