Influencer marketing represents a $10 billion industry in 2020 and is becoming of increasing relevance for many firms, especially those operating in a business-to-consumer environment. Few firms in the fashion, beauty, travel, food, or beverage industries are running marketing campaigns these days that do not include, at least to some share, a collaboration with popular users on platforms such as Instagram and TikTok. However, many marketing managers still have a less than adequate understanding of those platforms compared with their knowledge of more traditional media channels and often find it hard to make the right decision in this fast-moving environment. To provide some guidance in this respect, this article aims to give an introduction to the most critical platforms for influencer marketing. It then presents advice to firms who want to engage in influencer marketing as well as specific questions on identifying the right influencers to collaborate with.

到2020年，影响者营销的市场规模将达到100亿美元，并且对许多公司，尤其是在企业对消费者环境中运营的公司的关联度越来越高。如今，很少有时尚，美容，旅游，食品或饮料行业的公司在开展营销活动，这些活动至少在某种程度上不包括与流行用户在Instagram和TikTok等平台上的合作。但是，与对传统媒体渠道的了解相比，许多营销经理对这些平台的了解还不够充分，并且常常发现在这种快速发展的环境中做出正确的决定很困难。为了在这方面提供一些指导，本文旨在介绍影响者营销的最关键平台。