Additional Note: An influencer is an individual who can sway the brand preferences, buying decisions and loyalty of a broader population, regardless of follower count. Examples include celebrities, public figures, YouTube/Instagram/TikTok creators, and subject matter thought leaders/experts. Influencer marketing is B2C or B2B marketing that activates those influencers for branding or promotional purposes via paid, earned or owned media, or on the influencers’ own channels. Examples include social media posts or stories, digital video ads, and blog posts. It also includes brand ambassador and employee advocacy programs.