Any business, large or small, can employ the concept. In fact, we have influencers that specialize in a wide variety of categories and live all over the world!
A brand such as Coca Cola might line up a series of positive image celebrities and a pool of several thousand peer level influencers in a global campaign to spread a new advertising message whereas a small ecommerce business is going to see the most results by creating a peer influence campaign based on identified buyer personas. Customers acquired through influencer tactics tend to also be of a higher quality, due to personalized connections. Furthermore, consumers that find you through peer influence channels are stickier, less likely to churn, and more likely to become repeat customers.
Want to learn more about buyer personas? Check out How To Influence Your Buyers Using Content Marketing written by Intellifluence CEO Joe Sinkwitz.