Influencer marketing's ability to drive sales more effectively than many traditional marketing approaches has seen it warmly embraced by both B2C and B2B marketers.

Marketers looking to increase their reach and brand loyalty are teaming with personalities who have attracted dedicated followings on their social media platforms and beyond. This can be as simple as gifting products and services or providing a voucher code to hand-picked influencers, as a way of capturing their audiences' interest and eventually influencing a sale.

While the popularity of influencer marketing continues to reach new heights, many brands remain unclear about the smartest way to collaborate with social media personalities to reflect the needs of their brand.