Influencer marketing is a relatively new kind of social media marketing. It utilizes individuals with a strong ‘sway’ over their followers, or those considered experts in their niches, to promote brands’ products and/or services. The idea behind it is that consumers are much more likely to make a purchase following a product recommended by someone they trust/admire, than from a company’s direct advertising.

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There is a high demand for streamlined solutions (like influencer networks) to save time and enhance efficiency. So how do these networks use public online data to find brands the perfect influencer fit?