the whole point of doing influencer marketing is to reach a different audience. The Vloggers have built up an audience that a company want to reach. Influencer marketing is just the modern day equivalent of the advertising and paid reviews that company's would do with magazines and newspapers before the internet.
Influencer Marketing is part of Promotions which is one of the four traditional "P"s of Marketing. The other ones are Product, Price and Place. There are also 2 new "P"s People and Process.
The academic definition of Promotion is the publicizing of a product, organization, or venture so as to increase sales or public awareness.
Company's like Disney have a specific budget for influencer marketing. They dont just give away free stuff for the sake of it. Its call Return of Investment. For example, they put a new desert item on a restaurant menu, and send out a press release in advance to the vloggers, who then turn up on the first day this menu item goes onsale and do a food review. They might even send out a discount or free voucher to the vloggers. Giving the discount or free voucher to the vloggers might cost them $100. But then the vlogs go online and then Disney start to see an increase of sales of the specific item they asked the vloggers to feature.
There is so much more to it than this, Ive just given a very simplified example. But basically Disney gain so much from the vloggers than what it costs to give away free stuff.
