Influence marketing is a strategic approach to promoting products or services through the use of influential individuals or groups who have a strong and loyal following on social media platforms. This type of marketing relies on the power of word-of-mouth and the trust and credibility of these influencers to sway consumer behavior and drive sales. It involves building relationships with these influencers and collaborating with them to create authentic and engaging content that resonates with their audience. Unlike traditional advertising, influence marketing is more subtle and organic, allowing brands to reach a wider and more targeted audience in a more authentic and relatable way.