Strategy, channel and brand
What Is an Influencer, Actually?
Influencer marketing is a form of social media marketing where a brand chooses someone with social influence in a relevant field to endorse or feature its product, directing that influencer's audience to the brand's website.
Last updated 31 August 2026
Running time 1:33Watch it
What does this video cover?
- 01Influencer marketing involves endorsements and product placements through people who have social influence in a specific field, such as beauty or travel.
- 02A brand chooses an influencer who fits its brand and key values, who then features the product or service on their own channel.
- 03This drives traffic and online conversions, and also builds brand awareness by giving customers a first hand look at the product before buying.
- 04YouTube is the third most popular platform for influencer marketing, and can be very cost effective with the right influencer agreement in place.
Full transcript
Influencer has become such a common word in our vocabulary that we barely think about it when we say it. Influencer marketing is a form of social media marketing that involves endorsements and product placements with people who have social influence in their field, whether that's a beauty influencer, a travel influencer, or another niche entirely.
The way it works is that a brand chooses an influencer who fits its brand and key values. That influencer then talks about the product or service on their channel, for a YouTube influencer that means their YouTube channel, and directs customers to the brand's website. This is valuable for traffic and online conversions, but it's also good for brand awareness, since it gives customers a visual, first hand look at the product or service before they decide to buy. YouTube is the third most popular platform for influencer marketing, and it can be very cost effective when the right influencer agreement is in place.
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