We can think of influencer marketing as another type of native advertising.

If only a small number of your company's followers see your posts on social media, one possible solution, as we have seen, is to buy ads to push those posts.

Another solution is to pay people who have amassed a vast following on Facebook or Twitter or Instagram - and to whom organic reach doesn't apply yet - to distribute your message.

Oh, no, not just normal people who have a large following. In theory, people who are experts in their field and who have the power to influence others.

But do they?

Can we reasonably expect a campaign to have a bigger effect just because it is being spread by supposedly influential people? Doubts abound. [10]