Influencers can be a very great idea to add to the marketing mix. These are people with followers, many times in the hundred-thousands, on different platforms such as Instagram, YouTube or Snapchat.
Influencers are very selective of the products they endorse on their channels. Just recently there was a speed dating type of event bringing influencers and brands together. This type of pairing should be made with various degrees of precision. It is important for a brand to have an influencer that represents its values. It is equally important for an influencer to represent a brand or product that does not seem forced with what they do. For example, if you are a make-up influencer you wouldn't want to start showing videos or photos of bird feeders.
Pricing can depend on number of followers, medium of delivery (Instagram post, or YouTube video) and number of mentions or videos. Influencers can be a great way to communicate with a big audience and have a person of online influence to try your product (with the disclaimer that it is sponsored). It is also critical for brands to be able to have contracts that will limit their liability if the influencer does or says something off brand.
For more information please see:
Pricing: https://digiday.com/marketing/what-influencer-marketing-costs/
Infographic on influencer marketing: https://www.adweek.com/brand-marketing/infographic-the-future-of-influencer-marketing/
Influencer "dating with brands" even article: https://www.nytimes.com/2018/07/15/technology/online-stars-brands.html
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