Classic paid advertising, such as a billboard, shows your content to anyone passing by, even people who may not be interested in your product, resulting in a higher cost for less impact. Online paid advertising can help somewhat, but it still tends to go to some people who aren’t interested, and it doesn’t have a very high level of personalization. Influencer marketing can be incredibly niche, reaching a higher percentage of the right people, and has the added bonus of playing on a personal connection that followers may have with the influencer.
