Pop quiz: Are you more likely to respond to an advertisement or a recommendation from a friend, family member or colleague?

If you’re like most people, advice from someone you trust is much more likely to sway your opinion. In fact, the vast majority of consumers consider a referral from people they know to be the most important factor when considering a purchase.

How can marketers inject the human element into their communications? By reaching out to humans, of course. Some of your best brand supporters—your influencers—are humans who can be current or potential buyers, or third parties, who have already made a name for themselves in a niche, like bloggers, public speakers or journalists.

Influencers can help provide the word-of-mouth human touch so many consumers crave. Download this white paper to find out how to identify and activate influencers to help you drive brand awareness, consumer reach, impressions and engagement.