Marketing Canvas - Influencers

In a nutshell

People are trusting People. Influencer marketing campaigns can help reach a more targeted audience, thus leading to more impactful results. In your Marketing Strategy, you should definitely consider influencer marketing and define whether or not if it could help you achieve your goals.

In the Marketing Canvas

In the Marketing Canvas, we have identified 6 main categories for building your Marketing Strategy: Customers, Brand, Value Proposition, Journey, Conversation and Metrics. Each of these categories, have 4 dimensions which means that a total of 24 dimensions (6 by 4) are defining your Marketing Strategy.

Influencers is one of the 4 dimensions of the Conversation category.

How to use it?

Adding the Influencers dimension to the Marketing Canvas was not an easy decision. We could have simply considered that Influencers are one part of the Media. I think, it would underestimated their roles and their importance, therefore I preferred to create a specific dimension for influencers.

Hubspot[1] is defining influencers (also brand influencers) as:

A brand influencer refers to someone who has a following within a specific niche that they engage with regularly. Because of this, they have the power to impact their purchase decisions. The major types of brand influencers include micro-influencer, celebrity influencer, blog influencer, social media influencer, and key opinion leader (each of which we’ll define momentarily).

In 2018, Adweek[2] was saying: People trust people, but they don’t necessarily trust brands. People creating content referred as UGC or User Generated Content are more important these days thanks to Social Media and democratisation of digital publishing tools (camera, micro, editing tools, computers ,…).

Influencers and Influencer Marketing is thus an important dimension of your Marketing Strategy. The objective of this post is not tell you what should be your specific influencer strategy (you can read SproutSocial for more insights on Influencer Marketing [3]), but more to raise your awareness that influencers are playing a role in this strategy.

What is important for you is to identify if you should have an Influencer Strategy (or not) that is align with your purpose (Brand), your customers and your value proposition.


Are your INFLUENCERS helping you achieve your goals?


  1. Hubspot, 2019, Ultimate Guide to Influencer Marketing,

  2. Adweek, 2018,

  3. SproutSocial, Influencer Marketing,

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