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however, further details should be generated for the case company. Some of the tools are not applied yet by the company, but they are potential new tools to be included in the Instagram marketing strategy. 4.4.1 Influencer marketing Influencer marketing can be defined as increasing a company’s brand-awareness or promoting its products with the help of influential people on social media. However, an influential person does not mean a person with many followers, but rather a person who has influence in their community, on the people who do follow the influencer. An influencer must fulfill three main criteria in order to be helpful for a company. Even if the number of followers is not the main characteristic that is important for being an influencer, the reach of the influencer should be wide. There are so-called micro-influencers who have quite a small reach in terms of the number of followers, but still they may be credible in the eyes of the customer, which is the second criteria an influencer needs to fulfill. The followers need to trust him or her because of the influencer’s knowledge or appearance. The last characteristic the influencer needs to possess is the ability to be a salesman. The influencer must have the ability to persuade the followers of the advantages of a product and provide good reasons for them to buy the product as well. (Dada 2017.) Influencer marketing is not about paying someone to promote a product, which is not called influencer marketing but celebrity endorsement. The goal of influencer marketing is to build a relationship with the influencer, which motivates both parties to work with each other. Influencer marketing is based on a sincere interest of an influencer in the product. It is important to work with influencers who are attracted by the kind of products or services a company is providing and because they fit to the influencer’s lifestyle. (Dada 2017.) There are some major trends visible in influencer marketing in 2019. Some of those trends which are useful for companies to increase their brand-awareness will be explained in the following sections. As already mentioned, a micro-influencer, who can be defined as someone who has between 1,000 and 100,000 followers, are useful for a company. Even if the 25PDF Image | Brand-Awareness through Marketing on Instagram
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