An influencer is a person with a high number of followers on one or more Social Media channels, he/she is a thought leader or opinion leader. There are plenty of examples: The blogger (and Internet intellectual) Sascha Lobo, YouTuber Bianca Claßen (channel: "Bibis Beauty Palace"), YouTuber Rezo or the Instagrammer Hannes Becker.

The influencer and book author Marie Luise Ritter considers Influencer Marketing to be a mix of "recommendations from a friend" and "classic advertising". In my opinion, the often-used comparison between Influencer Marketing and Testimonial Advertising is a bit misleading, as influencers often have a professional expertise, from wich opinion leadership is derived. So it's not just a matter of popularity and reach, but also of expertise. It's different for testimonial advertising: When the ex-football star Oliver Kahn promotos the chocolate snack bar Lion in an advertisement, the promotional effect comes from his popularity as a football star, not from his expertise on chocolate snack bars.

Author

Sebastian Zang has cultivated a distinguished career in the IT industry, leading a wide range of software initiatives with a strong emphasis on automation and corporate growth. In his current role as Vice President Partners & Alliances at Beta Systems Software AG, he draws on his extensive expertise to spearhead global technological innovation. A graduate of Universität Passau, Sebastian brings a wealth of international experience, having worked across diverse markets and industries. In addition to his technical acumen, he is widely recognized for his thought leadership in areas such as automation, artificial intelligence, and business strategy.