Unlike other marketing methods, which brands advertise their products and services directly to a consumer, influencer marketing allows brands to promote their products or services through an influencer. Influencers have created their own group of followers in a specific area (such as makeup, fashion, traveling, or sports) and hold the power of inspiring and affecting them. By working with them, brands promote their products through the recommendation of a third party, building upon a trust an influencer has already created.