In a world where 92% of consumers trust recommendations from other people over brand messaging, companies must harness and optimize the voice of influencers to build and retain a following. Today’s consumers are wary of traditional advertising tactics. As the ways brands reach their audiences continue to evolve, companies must adapt accordingly. Engaging with an extensive group of influencers is a powerful way to communicate your brand’s message in a trustworthy and authentic manner. Below, we provide an overview of influencer marketing, best practices, and pros and cons to ensure a successful influencer marketing strategy. What exactly is influencer marketing, and how do you define it? The term “influencer” is often associated with an individual with a large following across various social media channels, whether he or she is a trendsetter, professional product reviewer or a full-time blogger. But in today’s digital and connected world, millions of individuals collectively have enormous influence on purchase decisions. Ultimately, influencer marketing is the ability for brands and retailers to leverage content generated from real consumers — ratings, reviews, Q&As, social posts, images, and video — in-store, online, and in their marketing campaigns, to help active shoppers make more informed buying decisions.