Today, the consumers have become more and more immune to traditional marketing, such as the use of TV-commercials.  With social media, the rules of marketing changed, and the most effective way to reach customers today is through influencer marketing. However, influencer marketing is still considered to be a new phenomenon with few established practices.

The aim of this study is to develop an understanding for what precise actions companies can take to make their use of influencer marketing more successful. This study will therefore address the following research question, “What factors are important for a more effective use of influencer marketing?”. To achieve this, the study will have an deductive research approach, and make use of qualitative, semi-structured interviews.

The findings of this research show that long-term collaborations with micro-influencers, and a specific target group are key components for an effective use of influencer marketing. Other important factors are selecting influencers with a passion towards the products, congruence between the influencer and the company, and lastly higher company transparency.

Utifrån analysen av det empiriska materialet, kunde studien konstatera att det var effektivt att bygga upp långsiktiga samarbeten med mindre influencers, tydlig kongruens mellan influencern och varumärket denne marknadsförde var viktigt för att öka köpintentionen, vikten av att influencern verkligen brinner för produkten den marknadsför, och ökad professionalism och transparens i samarbetet med en influencer var viktiga faktorer för att skapa effektiva influencer marknadsföringskampanjer.