The latest digital marketing world is attracting brands. The powerful and relevant relationship-based communication offers brands the potential to unify their marketing, PR, sales, product, digital marketing, and social media. Social media plays a vital role in influencer marketing because people can share with the public, their views on a brand and its products. The second-hand information from the opinion leaders influences people on understanding the brands. The early days of influencer marketing lacked in many strategies. Then larger brands began to participate casually in the space under the advice and counsel from the influencer marketing specialists.

In the early days, a product was placed in an influencer’s hand, and the product’s brand was hoping for a positive result. The tactic followed was less effective. When a brand's core message is integrated into the influencer’s content organically and authentically, the best results are achieved. The challenge is that the message should be clear as in any 30 seconds TV ad or sponsored piece on Facebook. The marketers should find a way to integrate the product use into a storyline, which will attract the public easily.

The gaming industry excels with brands such as Ubisoft to create live action campaigns to test new games. Also, Mercedes Benz works with Loki the wolf-dog, whose owner takes a trip through the Colorado Mountains with the journey shown through the eyes of the dog. Brands must be able to take risks with their creativity. It should remain true to the tone. The brands can unleash the magic of influencer marketing only when the end piece of creativity is delivered authentically with genuine passion.

The important point to remember is that the goal is not to make an ad, but to create an authentic and original piece of content that will resonate with the viewer and create brand affinity. Influencer marketing is cost-effective and easily accessible. It reaches the targeted audience through multiple social media platforms. Also, it can increase brand loyalty and generate sales.