There’s a reason that, according to influencer marketing platform, 93 percent of marketers use influencer marketing. Six in 10, in fact, are growing their influencer budgets in 2019. When an influencer suggests a certain product or service, their followers want to be associated with it, too.

Influencers are particularly effective in certain sectors where personal recommendations drive sales. But beware that there’s no such thing as a one-size-fits-all influencer. There’s a difference in the potential fit of a witty, sophisticated influencer versus the fit of a bubbly, charming influencer-;it all depends on how the influencer’s voice fits with the brand’s voice.