Why is Influencer Marketing So Darn Effective?

Words by Tia from Systemato

As the fastest growing marketing tool and a popular buzzword in 2017, influencer marketing will boost – or kick-start – your online presence in no-time.

Influencer marketing has given rise to some remarkable marketing campaigns for big name brands, while also giving traction to businesses that are just starting out.

One example of the latter is the brand Glossier which, despite launching in 2014, experienced a staggering upsurge in success – largely attributed to its micro-influencer marketing strategy.

Glossier launched a reps program during which it flew 13 people to NYC for 2 days – including vlogger Amy Serrano who documented the trip, and continues to advertise the brand on her Instagram like this:

A nice combo for a "no makeup makeup" fresh vibrant skin look ✨

A post shared by amyserrano (@amyserrano) on

Dreamiest showroom #glossiergetaway

A post shared by amyserrano (@amyserrano) on

Good morning ☀️ Here in NYC w/ @Glossier

A post shared by amyserrano (@amyserrano) on

How did Glossier thrive with such a strategy?

The simplest way to explain it is to say that influencer marketing opens the doors straightaway to an audience which is prepared to trust you.

Arrives to the right audiences

You and your influencer choose each other because you both fit in a particular niche, which means that their followers are likely to be interested in your product.

With influencer marketing, your audience is already there. All you need to do is pick the right influencers for your brand – and you will have guaranteed access to an appropriate audience. We can help you with that 🙂

Builds trust

Influencers have credibility with their followers right out of the box.

Not only do their fans want to be like them – and hence increasing the chances of selling your product – but they also heed their idols’ recommendations because they trust them.

The relationship is already there, and since influencers care about their brand just as much as you do, they are far less likely to recommend a product which they don’t endorse. Their followers know this very well – so your product will almost certainly grab attention.

If you are interested in learning more about how to start working with influencers feel free to send an email to pavlistyle@me.com.


I am passionate about social media and influencer marketing, support sustainability, love Malta and Danish style!


Lifestyle blog about balancing successful career & passion for fashion & style.

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