What is influencer marketing?

Influencer marketing is a modern approach to brand building that centers around partnerships with individuals — creators — who have built a loyal and engaged audience online.

Unlike traditional advertising (which pushes a product at consumers), influencer marketing inserts brands into the content people already love, trust, and engage with daily.

Creators — from lifestyle vloggers on YouTube to local foodies on Instagram — build influence by showing up consistently, creating relatable content, and building real relationships with their audience.

Smart brands tap into this by collaborating with creators who naturally align with their products or services.

“Influencer marketing isn’t just about reach — it’s about resonance. It bridges the gap between brand messaging and consumer trust.”
— Vicky Boudreau, CEO at Heylist

Why influencer marketing works (better than ads)

The digital consumer has changed. People trust people more than logos.

According to Nielsen, 92% of consumers trust recommendations from individuals over brands. And that’s why influencer marketing outperforms traditional ads in key ways:

When a creator shares their honest experience with a product, it feels less like an ad — and more like a trusted recommendation from a friend.

The types of influencers (and why smaller creators matter)

Not all influencers are built the same — and bigger isn’t always better.

In fact, smaller creators (often called nano or micro-influencers) tend to drive better engagement, trust, and action.

Why brands should prioritize small & local creators

• They have tight-knit, loyal communities
• Their content feels more authentic (less polished, more real)
• They’re often more affordable for brands with smaller budgets
• They know their local audience deeply — perfect for region-specific campaigns

“The future of influencer marketing is community-driven. Working with smaller, local creators builds brand love from the ground up.”
— Vicky Boudreau, CEO at Heylist

How brands can get started with influencer marketing

1. Define your goals

What do you want to achieve?

• Brand awareness?
• Website traffic?
• Conversions or sales?
• Content creation for your own channels?

2. Identify the right creators

Look beyond follower count. Prioritize:

• Audience fit
• Engagement rates
• Content quality
• Values alignment

Tip: Use platforms like Heylist to find creators based on location, niche, and audience insights.

3. Collaborate on authentic content

Let creators lead. The best-performing influencer content feels natural — not scripted.

Popular formats:

• TikTok product demos
• Instagram Reels “day in the life”
• YouTube unboxings
• Local restaurant reviews
• Story series or Q&As

4. Measure what matters

Track metrics that align with your goals:

• Reach & impressions
• Engagement (likes, comments, shares)
• Click-through rates
• Conversions or sales
• Content saves & shares (trust signals)

Final takeaway: influencer marketing is relationship marketing

At its core, influencer marketing is about building real relationships — with creators and their communities.

Brands who invest in long-term creator partnerships (instead of one-off ads) will win in the new trust-driven economy.

Start small. Start local. Build real connection.

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