Why Influencer Marketing is the Future

As thinkers like Seth Godin have been telling us for years, “interruption marketing” is dead. With infinite choices, no one is going to sit still for boring 30 second advertisements anymore. We’re now fully in the era of “permission marketing,” in which consumers have the ability to choose who they want to listen to. But with more choices than ever competing for our attention, trust becomes critical. Consumers don’t want to be sold to. Instead, they want to hear advice from people they already trust – the premise of the growing field of influencer marketing.

Platforms like TrendSpottr track “emerging content, influencers, and sentiment for any topic or search query.” The startup Chasm.io pledges to help “people and companies drive massive exposure to their content using an exclusive network of social influencers who are most likely to consume and share it.” And there are plenty of influencer marketing agencies – many with a general focus and some, like Raynforest, focused on a particular niche (in their case, sports and wellness). Influencer marketing seems poised for growth for several reasons.

First, it’s a targeted and affordable alternative to big-ticket advertising campaigns. The San Francisco-based 2 Degrees Food sought Raynforest’s help in finding top influencers in sports to spread the word about their healthy bars. “We’re a small food company with a philanthropic focus to end childhood hunger, so a commercial on ESPN isn’t an affordable option for us right now,” says Account Manager Erika Brandwein. “Instead, our growth strategy depends heavily on peer-to-peer and word of mouth advertising.”

Second, influencer marketing serves a dual purpose: it can also be a form ofmarket research. Skulpt, a new fitness gadget measuring body fat and muscle quality, is launching later this year. They’ve embraced influencer marketing to promote their rollout, and simultaneously recognize the value of the input they’re getting from these early, prominent users. “Using influencers also helps us gather good feedback and case studies,” says Social Media and PR Coordinator Stasia Dara. “Connecting with influencers and their readers who are using Skulpt.Me provides us invaluable feedback from real users.”

Third, consumers benefit from the ability to get recommendations from people they trust. If you’re interested in health and fitness and a talented triathlete you admire, like Baylor Barbee, suggests a product he uses, you’re likely to consider it helpful advice, rather than an unwanted sales pitch. “Authenticity wins every time,” he says. “People gravitate towards what is real versus what sounds good. When you’re being authentic, fans will jump at the chance to connect with you.”

Finally, influencer marketing will likely gain in popularity because – in a world where more people than ever are operating as freelancers and arehaving to invent business models to support themselves – it’s potentially an important revenue stream for influencers. Notes triathlete Cristina Ramirez, “An athlete is supposed to win, so if you’re not winning, you may think you have nothing to share or say. The truth is, those who inspire most are those who face obstacles and keep going…People are inspired more by humanity and overcoming, than by excellence.” That may be true, but it’s also a fantastic hedging strategy against the ups and downs that athletes (or other influencers) are likely to face professionally. You won’t always win, but if you can cultivate a passionate fan base, you can always make a living.

Has your company explored influencer marketing? How has it worked for you?

This post originally appeared on Forbes.com.

Dorie Clark is a marketing strategist who teaches at Duke University’s Fuqua School of Business. She is the author of Reinventing You and Stand Out, and you can receive her free Stand Out Self-Assessment Workbook.