By Stephanie De Smedt, Olivier Belleflamme

As a business operator, you obviously want your products to be known by the public and more specifically by selected target groups. To do so, many companies have chosen to heavily invest in “influencer marketing”.

Many companies are partnering up with influencers to promote their food supplements or (over-the-counter) medicines. Influencers get free samples and in turn post pictures of them using the products, accompanied by a glowing recommendation on Instagram or other social media channels.