Influencer marketing is a dynamic industry that has already seen huge shifts from its rudimentary origins - celebrity endorsements. There is little doubt that new social media platforms will rise to popularity, opening new doors and methods of engagement. But many important questions remain as to how it will function as a marketing channel as the industry scales up.
The crux of influencer marketing is developing relationships with people who have already developed relationships with your target audience. We believe that if you want your audience to connect in a meaningful way, then your own connection with the influencer should also be meaningful. Traditionally, advertising and marketing has had an element of “using people” to reach an end.