The rise of social media has created alternative methods of advertising for companies. Gone are the days where companies would reach their customers through newspapers or television commercials. It is now more affordable to connect with customers through online channels such as social media platforms. Companies have done an impressive job following their customers and establishing their brands within the same platforms that their customers enjoy. However, over the years, there have been questions surrounding brand trust, with many consumers challenging the authenticity of the message shared by brands.

There has been significant research compiled regarding customer sentiments on brand communication. One of the main insights found was that customers trusted messages shared by their peers over messages shared by brands. The assumption is that companies have an agenda to make profits, but our peers seek to educate and empower us. This key assumption is one of the driving forces, which has led to the growth of influencer marketing. Influencer marketing allows ordinary individuals to promote the services and products of companies to their specific target audience. Companies pay to have an influencer with a large following on popular social media platforms to advertise their offerings on their behalf. This business strategy has dramatically increased companies’ return on investment (ROI) and helped build brand integrity among customers.

This book will be a valuable resource to all those individuals who are interested in becoming social media influencers. The listener will learn the ins and outs of social media marketing and some exclusive tactics and strategies on using social media platforms such as Facebook, Instagram, YouTube, TikTok, and Pinterest to develop and grow an audience. Listeners will also learn how to create authentic personal brands that will help attract companies, provide them with a unique positioning in the market, and monetize their social media accounts. After listening to this book, listeners will feel motivated to capitalize on this new movement toward influencer marketing and begin to operate their own marketing enterprises.