New Influence Marketing Tools and Their Application in Business Activities

The article is dedicated to the study of new influence marketing tools and their application in business activities. It emphasizes that influence marketing is a method of promotion through opinion leaders (influencers) and their audiences. The significance of influence marketing as a tool for strengthening brands, attracting audiences, and increasing sales by building trust with the target audience is highlighted. The article discusses key trends in the development of influence marketing and conducts a SWOT analysis of its application in the business context. New formats of influence marketing are identified, including short videos, live streams, textual and visual content, and exclusive materials. These, along with modern analytics tools, ensure improved quality of audience interaction and stimulate sales. As a result of the research, the practical significance of influence marketing for businesses is underscored, considering its impact on promotion.