Prospective customers are spending more time on the web doing independent research via Google Search and other search engines.
Increasingly, buyers look toward friends, peers, influencers, and other third parties, for guidance. They find this guidance on social media networks, such as Facebook, Twitter, Instagram, Snap, Pinterest, and others.
They find online influencers on that influencers blog or social media accounts. Influencers are sometimes paid by brands for promotion.