Influencer Perspectives on Digital Marketing: Strategies, Challenges and Best Practices in Content Creation and Brand Collaborations

Abstract

This research explores influencer perspectives on digital marketing, focusing on their strategies, challenges, and best practices in content creation and brand collaborations. Their audience building strategies emphasize consistency in content creation, niche focus, and proactive engagement with followers. Preferred content formats video based, such as TikTok videos and Instagram Reels, due to their interactivity and wide reach. The study employs a qualitative research approach, drawing insights from semi-structured interviews with 17 influencers across diverse niches, including fitness, fashion, beauty, gaming, and lifestyle. Key findings reveal that influencers are primarily motivated by personal passion, the desire to build personal branding, and emotional connection with their audience. The research offers practical recommendations for brands, stressing the importance of clear communication, understanding influencer characteristics, offering creative freedom, and building long-term relationships. This study contributes to the digital marketing literature by providing empirical insights into the operational realities of influencer marketing from the perspectives of those at its core, offering practical guidance for effective influencer and brand partnerships.