People trust the creators they follow every day. That’s why influencer marketing has become such a big part of how brands grow. The numbers back it up. A staggering 92 percent of consumers trust recommendations from influencers more than traditional ads or celebrity endorsements. That credibility is a big reason why influencer marketing keeps growing each year. Brands also turn to influencers because people want authenticity. They want real voices and real experiences. They want content that feels personal. What happens when you combine that with the massive reach creators have on platforms like Instagram, TikTok, and YouTube? You get a marketing channel that can drive awareness, traffic, and sales faster than most alternatives. That includes standard social media marketing. In this guide, you’ll learn what influencers do, how influencer marketing works, and how to find the right partners for your brand. Key Takeaways Influencer marketing is about tapping into creators who already have trust and attention with your ideal customers. You’re not just renting their reach for a single post. Every tier has a role: Mega- and macro-influencers drive reach, while mid-tier, micro-, and nano-creators tend to deliver stronger engagement and conversions. Almost any business can use influencer marketing, including B2B. The key is audience fit, not brand size or industry. Costs range widely by platform and tier, so treat rate charts as benchmarks. Pay for impact you can measure, not just vanity metrics. Strong programs follow a process: clear goals, the right creators, tight contracts, transparent FTC-compliant disclosure,…