Influencer Collaboration

is a strategic partnership between a brand, business, or organization and an influencer on social media. The two parties work together on the basis of mutual benefit to carry out projects or run campaigns that serve to capitalize on the influencer's audience, reach, and credibility as a promoter of a product, service, or message in the milieu of online human sociality—that is, within the many varied ways to participate in social life that the digital medium allows. This does not mean that all forms of influencer marketing are equally good or safe. Some obviously are not (paying for fake engagement is a hazardous path). But it does not mean either that traditional advertising is free from all those same problems. On the influencer side, many poor alignments can and do happen. On the brand side, many poor decisions can and do get made in choosing an influencer. Still, when the decision to use influencer marketing is smart and when the partnership that decision generates is a good one, the two sides inhabit content that has a better than average chance of achieving the four traditional goals of advertising: visibility, engagement, driving action, and inducing positive associations and emotions with the brand being promoted.