INFLUENCER MARKETING IN TREND

Introduction. In the context of the growing saturation of the information technology space with various advertising messages, the rapid development of communication technologies, influence marketing has become a tool for forming a connection with the consumer and can become an effective tool in the formation of marketing communication strategies of the enterprise and brand. In such circumstances, it is of particular importance to systematise and summarise the behaviour of different groups of influencers in order to understand them comprehensively and to identify individual groups in order to summarise their behaviour and opportunities to influence the target audience of the brand. For the development of the use of influencer marketing, it is also important to analyse ethical considerations, identify the tasks and directions of influencer marketing development, study the impact and structure of the content of various social networks, the specifics of their construction and the characteristics of interaction between influencers and the target audience on various platforms. Purpose. The purpose of the study is to reveal the characteristics of influencer groups and the tasks of engaging them in cooperation with brands to create a community of consumers. on various platforms. Materials and methods. The research materials are scientific articles that study the development of influencer marketing in the context of social media, as well as determine its place in the system of brand perception, and the author's own qualitative research on the characteristics of influencers' messages on different platforms. The study used the methods of systematisation, analysis and synthesis, comparative analysis, modelling, and generalisation of results. Results. The article summarises and improves the trends in the use of influencer marketing, breaks down the classification of influencer groups, and allocates the parameters of success of influencer marketing described by scientists and marketing practitioners. The peculiarities of using certain types of content depending on the groups of influencers are presented, and the criteria for their effectiveness are systematised. Groups of influencers are described and allocated depending on the following parameters: audience reach, authenticity of content, level of engagement, niche expertise, diversification of platforms, collaboration. The features and benefits of using influencer marketing on various social platforms are outlined. The profiles of influencer groups are compiled, which will allow planning effective advertising collaborations and brand appeals depending on the social network. The relationship between influencer groups and the corresponding tasks of positioning and forming brand messages is presented. Trends in influencer marketing, peculiarities of influencers' involvement in creating a brand community and their impact on brand dissemination are identified. The approaches and methods of interaction between influencers and the target audience are highlighted. The strategies of influencers as architects of brand perception and building their identity in the modern digital space are formed. Discussion. In modern conditions, practical marketing activity lacks coherence between the tasks of influencer marketing and the tasks of marketing communication policy, which leads to a decrease in the effectiveness of the latter, and therefore requires further study and development of appropriate approaches and strategies that will be closely related to different types of content and ways of generating them. This problem requires further research and development of alternative ways to engage influencers in cooperation with brands, which would ensure effective management of influence marketing.