Influence 2.0: The Future of Influencer Marketing by Brian Solis (Altimeter)

Source: RIP Influencer Marketing; Here’s What’s Next | Brian Solis | Pulse | LinkedIn

The term influencer marketing is one of the most under-appreciated and even misappropriated disciplines in the digital marketing mix. I get it. The notion of engaging people with the capacity to influence desirable audiences is not only alluring, but can also be incredibly effective when managed properly. It can open up an entirely new world for companies to connect with increasingly elusive and discerning audiences in ways that are more natural and relatable. But when influencer marketing is simply a matter of enticing people with large audiences to share brand messages and campaign-cnetered marketing fluff, the results can lead to brand irrelevance. On the other hand, when done strategically, with influencer and customer needs, intentions and aspirations in mind, the result is new brand relevance. This is the difference between how influencer marketing is largely perceived and practiced and what’s possible (and mutually meaningful).

So what’s next? That’s what I set out to answer in a special research project with Traackr and my dear friend Lee Odden of TopRank. The result is a new study and paper on the future of influencer relations that’s free to download, “Influence 2.0: The Future of Influencer Marketing.”

It’s Time for Something Better Than “Influencer Marketing”

Truth is that influencer marketing as it exists is rife with challenges. It has been overused by brands and agencies so that it often becomes another under-performing tool in the marketing portfolio. Add to that, the saturation of software that tackles only part of the problem by identifying “influencers,” and the service providers that recruit and disband them with each campaign, and the result is that influencer marketing in increasingly cheapened.

At the same time, influencer marketing suffers from the same limitations that plague traditional marketing. New technologies and channels are still governed by legacy perspectives and processes that are resistant to change.

There’s a lot for marketers to both learn and unlearn in order to see influencer marketing’s potential in a different light. Influence isn’t a switch; it doesn’t go on and off. It requires continuous care through an influencer relationship management (IRM) platform and dedicated resources to connect customers with the people who influence them every day. Otherwise, influence marketing succumbs to iteration rather than innovation (doing the same but with new tools vs. doing new things to unlock value) without breaking new ground and introducing new value to the organization.

To help set our bearings, I partnered with influencer relationship management software provider Traackr to survey brand strategists and marketers around the world. The goal was to learn how influencer marketing is evolving and how to connect the dots between “influencer marketing” as it exists today to “influencer relations” of the future. I call it “Influence 2.0” and the moniker is cheekily meant to call attention to the fact that the 1.0 version of influencer marketing must come to an end.

I’d like to share some of the research insights as assembled by Lee Odden from the report with you here…

7 Key Trends To Point Marketers in the Right Direction for Realizing True ROI and Business Impact in 2017

1. 71% of marketers say their influencer marketing programs are strategic or highly strategic. 

At the same time, on average, enterprise companies are allocating only a 10% share of marketing budget to influencer marketing. In fact, 50% of the CMOs we surveyed allocate less than $100,000 ≈ cost of Porsche 911

“>[≈ Small rural house, 2011] annually.

Clearly, enterprise companies need to put their money where their strategy is.

The good news is that 55% of marketers surveyed plan to spend more on influencer marketing in the coming year and for those that spend more than $250,000 [≈ Median new home sale price, 2010] annually, that number jumps to 67% and even higher to 77% for those brands using influencer marketing technology.

2. 67% of marketers want to drive lead generation through the use of influencer marketing. 

Beyond improving brand advocacy, awareness and reaching new audiences, the majority of marketers are also focused on improving leads and sales conversion (74%) as a result of working with industry influencers. Thinking holistically, influence plays a role throughout the customer lifecycle and in all relationship-drive brand communications. The movement towards brands incorporating influencers in content beyond marketing to sales, customer service, recruiting and PR is gaining momentum.

3. 80% of marketers rate content marketing as most impacted by influencer marketing.

In discussions about the ROI of brand relationships with influencers, there’s simply no better match than content collaboration for creating measurable, impactful business outcomes. The research supports this with content being rated highest in impact from influencer marketing along with social media marketing and media relations.

4. 43% of marketers are experimenting with influencer marketing. 

It is still early days for influencer marketing within companies with such a large number still experimenting. 28% of marketers rate the maturity of their influencer marketing program as campaign driven and 24% are implementing ongoing programs. As brands mature their ability and relationships with influencer marketing, I think the trend will change significantly towards the majority of companies implementing always on, ongoing programs.

5. 48% of B2C influencer marketing programs are ongoing. 

This is in contrast to only 11% of B2B companies running ongoing influencer marketing programs. With 80% of marketers rating content so important in terms of influencer marketing impact and the importance of content for longer B2B sales journeys, I think we’ll see explosive growth of ongoing programs in the B2B space.

6. Marketing owns influencer marketing (70%) but PR engages with influencers most often (70%). 

There is, what seems, an eternal battle between who owns influencer marketing and rather than a turf war, I think what we’ll see more of is convergence between marketing and PR. The same influencers could be engaged by multiple departments within an organization beyond marketing and PR, so a more holistic and strategic view along with the right technology for management of those influencer relationships will be essential.

7. 57% of marketers say influencer marketing will be integrated in all marketing activities in the next 3 years. 

Currently, only 5% of marketers rate the maturity of their influencer marketing program as integrated, so the forward looking optimism for the next 3 years towards integration should be a strong signal for the direction influencer marketing is going.

In the Influence 2.0 model, influencers can play a role in each moment of truth during the customer journey through content, engagement and community. A strategic and always on approach to influence enables true customer centricity by placing customer experience at the center of an enterprise business strategy. It is by engaging influencers in authentic, long-term relationships and creating value within the relationships between influencers and their communities, that CMOs can impact sales, satisfaction, retention and overall customer experience.

Please download the report. It dives deep into each of these areas and represents a real evolution in influencer relations.

Brian Solis is a leading digital analyst, keynote speaker and the author of X: Where Business Meets Design. Follow him on Twitter and LinkedIn. Invite him to speak at your next event. 


Sponsoring Cyclisme – L’arbre généalogique du World Tour

Qu’y a-t-il de commun entre le plateau du ProTour en 2005 et celui du World Tour cette année ? Si plusieurs équipes résistent au temps tout en changeant de noms à intervalles réguliers, la géographie de l’élite du cyclisme mondial a énormément évolué.

Source: Cyclisme – L’arbre généalogique du World Tour

Cyclisme sur route - Xavier Colombani - D'où viennent les équipes du World Tour ?
D’où viennent les équipes du World Tour ?

C’est une histoire d’appellations souvent barbares, celles d’entreprises du monde entier qui donnent successivement leurs noms à des équipes cyclistes prestigieuses. Certaines ont marqué l’histoire pour le meilleur et pour le pire, comme Banesto ou Saunier Duval. D’autres sont là d’éternité, telles FDJ et Lotto. Il faut parfois se triturer les méninges si l’on veut saisir leurs évolutions, à l’image de Cannondale-Drapac, née de la fusion de… Garmin et Liquigas.

Mais c’est avant tout une histoire d’hommes, de managers qui restent en place au fil des partenariats et de coureurs qui sautent d’un navire à l’autre pour incarner ces dénominations. Qui se souvient que Vincent Lavenu a lancé l’équipe AG2R il y a un quart de siècle sour le nom de Chazal ? Quand Domo-Farm Frites s’arrête en 2002, Axel Merckx préfère suivre le sponsor Domo chez Lotto que retourner chez Mapei, alors que le manager Patrick Lefevere, ancien de Lotto, s’en va créer la Quick Step sur les cendres de la Mapei. Il faut suivre.

Ces évolutions n’aident pas toujours le spectateur à se repérer dans un World Tour mouvant, où les pays dominants d’hier ne sont plus forcément ceux d’aujourd’hui. La mondialisation est passée par là et en 2017, le plateau comprend des équipes de tous les continents, dont une océanienne, une Africaine et, nouveauté de cette année, deux Asiatiques. Mais c’est sur les changements des pays historiques, ceux qui étaient les plus puissants en 2005, qui nous nous sommes concentrés. Plongez dans une mer de souvenirs.

#Prospective : Chatbots, IA, blockchain, à quoi ressemblera l’assurance en 2017 ? – Maddyness

Que réserve 2017 au secteur de l’assurance ?

Source: #Prospective : Chatbots, IA, blockchain, à quoi ressemblera l’assurance en 2017 ? – Maddyness

L’écosystème de l’assurance a connu de fortes évolutions et l’arrivée des Insurtechs comme nouveaux acteurs laisse présager un bouleversement des codes du marché traditionnel. Que réserve 2017 au secteur de l’assurance ? Le cabinet de conseil Aurexia a compilé les tendances majeures qui, selon eux, marqueront l’année à venir…

Chaîne de valeur : fragmentation et spécialisation

Avec l’arrivée de nouveaux entrants et l’attente toujours plus forte de transparence, de personnalisation et de flexibilité, les consommateurs n’auront plus affaire à un seul acteur traitant l’intégralité de la chaîne de valeur mais à un ensemble de fournisseurs proposant des produits et des services spécifiques.

  • L’expansion des assurtechs ou insurtechs positionnées sur une partie spécifique de la chaîne de valeur va s’accentuer. De l’innovation produit (Otherwise, l’assurance P2P à la française) à la fourniture de services à forte valeur ajoutée en passant par des solutions innovantes de relation client, le panorama des acteurs de l’ssurance continuera à s’enrichir. Les assureurs traditionnels ont compris l’intérêt de nouer des partenariats avec ces start-ups qui seront vecteurs de différenciation, d’acquisition et de fidélisation client. Covéa a ainsi récompensé Testamento pour le Prix InsurTech 2016, qui permet de réaliser un testament en ligne, sans passer par un notaire.
  • De nouveaux modèles de distribution comme les plateformes participatives de mutualisation des risques, comme, ou les agrégateurs de produits et services d’assurance devraient également continuer à surfer sur la vague du numérique. Ainsi, même si le nombre d’acteurs explose sur la chaîne de valeur, le consommateur pourra bénéficier d’une vision agrégée de la meilleure réponse à son besoin. Certains marchés de niche, peu couverts en termes de distribution jusqu’à maintenant, devraient bénéficier de nouveaux entrants spécialisés. Coverwallet, par exemple, propose une solution automatisée accompagnant les PME dans la qualification de leurs besoins, la comparaison des offres du marché, la souscription et la gestion de leurs contrats. 

Digitalisation : source de technologies innovantes pour les assureurs traditionnels

Le numérique et les technologies mobiles ouvrent aux assureurs de nombreuses possibilités dans la redéfinition de l’expérience client et dans l’optimisation des coûts. L’avènement du multicanal devrait encore améliorer l’interopérabilité des processus entre les canaux, comme l’a fait Natixis Assurances en proposant la déclaration de sinistres par sms.

  • Les acteurs vont expérimenter et généraliser de nouvelles solutions de relations client. Les chatbots (expérience en cours entre Aviva et Alexa) et les interactions conseillers-clients en réalité augmentée continueront à apparaître en avant-vente, en gestion de contrats et de sinistres ou encore dans le cadre d’actions de prévention. PNB MetLife en Inde utilise déjà la réalité augmentée pour promouvoir l’assurance vie auprès des plus jeunes avec la solution ConVRse. En France, le Groupe APICILl’utilise pour faciliter la prise de contact des commerciaux avec ses clients. La gamification constitue également un levier important pour toucher de manière ludique des cibles plus jeunes et multiplier les occasions de contact avec les clients.
  • Les objets connectés ont été, au départ, utilisés sur le marché de l’assurance Auto pour permettre la tarification comportementale comme le « Pay how you drive ». Direct Assurance a d’ailleurs été l’un des premiers à lancer l’offre YouDrive. Aujourd’hui, ce sont les solutions autour de la maison intelligente qui connaissent le plus grand essor. Macif protect, par exemple, comprend un équipement de surveillance à distance : caméra consultable sur smartphone, centrale d’alarme ou éclairage activables à distance, …. La technologie connectée est aussi utilisée en santé, comme chez Generali avec Vitality qui permet de suivre le bien-être des salariés de ses entreprises clientes (suivi et recommandations sur l’alimentation et le mode de vie, …). C’est l’opportunité pour les assureurs d’apporter des services complémentaires hors assurance à l’assuré et d’intensifier les interactions avec lui.

Evolution des usages : nouveaux besoins à assurer et innovation produit

De nouveaux risques apparaissent avec les modes de consommation actuels, incitant les assureurs à innover dans leurs offres.

  • Avec le développement de l’économie collaborative, le secteur de l’assurance a vu de nouveaux partenariats apparaître : Axa et Blablacar, Allianz et Drivy, MAIF et GuestToGuest. Axa propose d’ailleurs une assurance Ma Mobilité Auto qui permet d’assurer le prêt d’une voiture pour une courte durée. Sources de revenus complémentaires, ces assurances liées à des besoins spécifiques et courts termes nécessitent de nouvelles modélisations de risques et de tarification sans pouvoir bénéficier d’un historique important de données.
  • Avec les Certificats Mutualistes, les assureurs souhaitent, grâce à ce nouveau produit, renforcer la relation sociétaire dans une logique de diversification ou d’augmentation de leurs fonds propres. Les Caisses Régionales de Groupama et AG2R La Mondiale ont par exemple lancé leurs émissions récemment et il y en aura probablement d’autres à venir.
  • Les assurances affinitaires répondent aux nouveaux besoins de couverture personnalisée souhaitée par les consommateurs et sont également une opportunité de nouveaux leviers de croissance pour les assureurs. Axa s’est, par exemple, rapproché de Trov pour proposer une assurance qui couvre les objets personnels.
  • Parce que les assureurs doivent multiplier les occasions de contact avec leurs clients et leur apporter toujours plus de valeur, le marché ne manque pas d’originalité dans la proposition de nouveaux services qui sortent du domaine habituel de l’assurance. Le partenariat Matmut et Cbien permet de réaliser un inventaire de ses biens mobiliers quand MAAF propose un Assistant Air qui donne des informations sur la qualité de l’air.

Data mining et assurance : l’affinement des modèles prédictifs

Même si la collecte et l’utilisation des données personnelles restent controversées et règlementées, les assureurs souhaitent affiner encore davantage leurs modèles en utilisant la mine d’informations mise à leur disposition. Les sources de données se multiplient, permettant aux acteurs d’identifier de nouvelles variables explicatives, comme c’est le cas entre les domaines bancaire et assurantiel pour les bancassureurs par exemple.

  • Grâce aux technologies connectées, les assureurs peuvent bénéficier d’informations en temps réel. Ce caractère instantané est un moyen d’enrichir au fil de l’eau les modèles statistiques en identifiant plus rapidement les facteurs de risques (les conditions routières et climatiques) et en informant les assurés. C’est le cas du français Meteo Protect qui, via la collecte de données en instantané, offre aux entreprises et aux institutions des produits de couverture financière qui indemnisent quand la météo impacte leur chiffre d’affaires.
  • Les domaines d’application du data mining sont essentiellement de trois ordres pour les acteurs de l’assurance : l’élaboration et l’affinage des modèles prédictifs de management du risque (exclusions de certains risques pour réduire la sinistralité) mais également d’identification des besoins (parcours d’équipement, suggestions commerciales pour le conseiller, personnalisation du parcours client en fonction de ses usages, …). Enfin, l’utilisation des données peut servir le domaine sinistre pour améliorer la détection des fraudes comme pour optimiser la gestion des indemnisations.

RPA et Blockchain : nouveaux leviers de rentabilité et d’optimisation

En quête de leviers d’optimisation de leurs processus et de gains de productivité, les assureurs vont continuer à exploiter les techniques d’automatisation qui sont déjà mises en application dans le secteur financier.

  • La RPA ou Robotic Process Automation, consiste à faire reproduire par un robot des tâches standard et récurrentes réalisées par des humains. Les champs d’application en assurance sont nombreux et encore inexploités. Fukoku Mutual Like Insurance utilise notamment la technologie Watson d’IBM pour la gestion des remboursements de santé.
  • Les acteurs de l’assurance portent également un intérêt croissant pour la technologie Blockchain qui pourrait permettre à plusieurs parties d’exécuter des contrats digitaux (smart contrats) et des transactions de manière sécurisée, transparente et vérifiable. La startup française Stratumn présentait récemment son prototype LenderBot, une plateforme de prêt d’objets entre particuliers fonctionnant de manière autonome, jusque dans la souscription de l’assurance, grâce à la technologie Blockchain.

Les enjeux pour 2017 sont donc colossaux pour les assureurs qui devront étudier les opportunités à surfer sur ces nouvelles tendances. Leurs méthodes de travail voire leur organisation sera à adapter : entités pilotes dédiées en interne, coordination des initiatives groupe, approche collaborative, coworking, travaux menés en «Test and Learn».

Smartphone Adoption in Belgium Varies by Age, but Not by Language – eMarketer

Source: Smartphone Adoption in Belgium Varies by Age, but Not by Language – eMarketer

While the Dutch-French language divide impacts many aspects of life in Belgium, it has little influence over mobile device adoption. Recent research shows that Dutch speakers and French speakers in the country are equally likely to use smartphones and tablets.

Smartphone User Penetration in Belgium, by Age and Language, 2016 (% of internet users in each group)

According to data from Centrum voor Informatie over de Media (CIM), 70% of Dutch-speaking internet users in Belgium used a smartphone in 2016, compared with 72% of francophone internet users. In both language groups, smartphone user penetration was highest among young adults and declined steadily with age.

Tablet usage was also fairly even among Dutch-speaking and francophone internet users, at 46% and 43%, respectively.

Dutch and French are both official languages of Belgium, and they are spoken in different areas of the country. Dutch predominates in the northern region of Flanders, where approximately 57.5% of Belgium’s population resides, based on data from Statistics Belgium. French is spoken in the southern region of Wallonia—home to roughly 32% of the country’s population. Belgium’s capital, Brussels, is considered bilingual, and the 10.5% of the population that lives there speak a mix of Dutch and French.

German, the third official language of Belgium, is spoken by less than 1% of the population, primarily along the country’s eastern border. German speakers were not included in CIM’s study.

—Jasmine Enberg

– See more at:

Tostitos’ new bag will monitor your drinking and even call you an Uber

Source: Tostitos’ new bag will monitor your drinking and even call you an Uber

Tostitos’ new bag wants to chaperone your Super Bowl party.

In honor of the big game, the chip maker is launching a special-edition version of its packaging with a built-in sensor that can detect trace levels of alcohol in your breath.

If it decides you’ve been drinking — regardless of how much — an image of a red steering wheel appears on the otherwise stark black bag along with a reminder not to drive and a code for a $10 Uber discount (valid only on Super Bowl Sunday).

And if you’ve had so much to drink that the mere act of hailing an Uber becomes a difficult chore, the bag will even do that for you. The package is equipped with near-field communication technology that will automatically order a ride when tapped with a smartphone.

Unfortunately, Tostitos is only making a limited run of the high-tech bags, and they won’t be available at retailers. But the Uber coupon will also be offered on regular bags of the chips.

The Frito-Lay-owned brand partnered with Uber and Mothers Against Drunk Driving to pull off the stunt, which was orchestrated by San Francisco ad agency Goodby, Silverstein & Partners.

The promotion comes after Frito-Lay decided to bench sister brand Doritos from the game’s commercial breaks for the first time in a decade. Instead, the food conglomerate is focusing its energy on this effort and a few digital spots.

Tennessee Titans tight end Delanie Walker, whose aunt and uncle were killed by a drunk driver after watching him play in the Super Bowl in 2013, is serving as the face of the campaign.

The company says its goal is to remove 25,000 cars from the road that Sunday.

“Whether watching the big game at a friend’s house or at a local bar, a safe ride home is just a few, easy taps away,” said Jennifer Saenz, Frito-Lay’s chief marketing officer, in a press release.

Sadly but not surprisingly, Super Bowl Sunday usually heralds particularly high rates of drunk driving deaths. In 2015, 45 Americans were killed in alcohol-related wrecks — more than half of all accidents that day, according to the National Highway Traffic Safety Administration.

Digital in 2017 Global Overview report from We Are Social and Hootsuite

[slideshare id=71310245&doc=08digitalin2017regionaloverviews-wearesocialandhootsuite-v001-170124010014

Today marks a momentous milestone for all things digital, with the new Digital in2017 Global Overview report from We Are Social and Hootsuite revealing that more than half of the world’s population now uses the internet.

Our findings have exciting implications for businesses, governments, and society in general, but they’re also testament to the speed with which digital connectivity is changing the lives of people all over the world.

It’s only been 25 years since Tim Berners-Lee made the ‘World Wide Web’ available to the public, but in that time, the internet has already become an integral part of everyday life for most of the world’s population.

It’s not just the internet that’s growing rapidly, either; we’ve identified a wealth of other important milestones as part of this year’s Global Digital report, including:

  • More than half the world now uses a smartphone;
  • Almost two-thirds of the world’s population now has a mobile phone;
  • More than half of the world’s web traffic now comes from mobile phones;
  • More than half of all mobile connections around the world are now ‘broadband’;
  • More than one in five of the world’s population shopped online in the past 30 days.

You’ll find loads more valuable information in the full suite of Global Digital reports too. I’ve shared a sneak preview in the SlideShare embed at the top of this post (click here to see it on SlideShare if that’s not working for you), but we’ll be publishing more focused and in-depth reports over the next few days, including:

  • Digital in 2017: our main report, with more than 750 slides of valuable stats and trends;
  • 2017 Digital Yearbook: headline stats and key data for more than 230 countries around the world;
  • Digital in Africa 2017: regional and national data for every country in the region;
  • Digital in The Americas 2017: regional and national data for every country in North, Central and South America;
  • Digital in Asia-Pacific 2017: regional and national data for every country across Asia, Oceania, The Pacific and West Asia;
  • Digital in Europe 2017: regional and national data for every country in the Wester, Central and Eastern Europe, as well as Russia and Turkey;
  • Digital in The Middle East 2017: regional and national data for every country in the region.

The good news is that you don’t need to wait to discover many of the highlights from this year’s reports though; simply read on below for the key stats, together with our analysis of what all these numbers mean for businesses and organisations in 2017.

But just before we dig into the numbers, I’d like to thank all of the organisations who provided the data to make this year’s report possible, especially:

  • GlobalWebIndex, who have shared a wealth of valuable data and insights across all elements of this year’s report;
  • GSMA Intelligence, who provided rich data on mobile connectivity for every country in the world, as well as the great insights from their Mobile Connectivity Index;
  • Statista, who have provided rich e-commerce data from their Digital Market Outlook product;
  • Akamai, who kindly shared fixed and mobile internet connectivity speed information for every country in the world, taken from their excellent State of the Internet report;
  • Google, for making their enormously valuable Consumer Barometer dataset available to the public;
  • StatCounter, who have provided excellent data on the share of web traffic by device for almost every country in the world;
  • Ericsson, for publishing their ever-insightful Mobility Reports; and
  • Niki Aghaei, for her help in collecting data for Iran, as well as sharing her fascinating insights into digital in the Middle East.

But what did all their data tell us? Let’s get stuck in…

Global Overview

The digital world experienced spectacular growth in 2016, with the pace of change accelerating across almost all key indicators versus 2015.

The Ultimate Guide to Micro-Influencers [GIFOGRAPHIC] | Simply Measured

Looking for ways to increase profits without blowing your budget? Give micro-influencers a try. Micro-influencers are individuals who have between 1,000-100,000 followers. They have significant influence on the purchase decisions of their audiences, and they actively engage their fans. Micro-influencers could be the answer you’re looking for, driving more conversions at a fraction of the cost of traditional advertising.


Source: The Ultimate Guide to Micro-Influencers [GIFOGRAPHIC] | Simply Measured


Micro-Influencers and Conversions: How It Works

You may be wondering exactly how micro-influencers can help your business drive more conversions. There are several factors that play a role in this, each of which can benefit your brand’s performance in different ways. Let’s take a look:

Relevance – Micro-influencers don’t have millions of followers like mega-influencers, but what’s unique about them is that they have the ability to influence a highly relevant audience. These types of influencers specialize in specific niches, for which they’re considered knowledgeable experts. People follow them because they too have an interest in that specific niche. This makes their audiences more relevant and targeted than those of mega-influencers.

Engagement – When an influencer’s follower base is highly relevant to the niche in which they specialize, it means that those followers will be more interested in the content the influencer produces. That high level of interest translates into a boost in engagement. In fact, Markerly found that micro-influencers have higher engagement rates than mega-influencers.

Conversions – Now you know that micro-influencers are useful for both relevance and engagement. A highly engaged, relevant audience is more likely to be interested in purchasing the products or services that influencer promotes. This means that promoting your brand through micro-influencers can result in a surge in conversions and sales. Some businesses have even experienced a 300% increase in conversions after working with micro-influencers.

How to Work with Micro-Influencers

Now you know some of the benefits that working with micro-influencers can offer your brand. Not sure how to get started with a micro-influencer marketing campaign? Here are some tips to get you started:

  • Show micro-influencers you value them by sending them freebies and gifts, or by inviting them to special events or product launches.
  • Encourage them to create content with their genuine reviews and feedback about your products to maintain authenticity.
  • Partner with them to promote a giveaway or contest so that their followers have the opportunity to win some free goodies from your brand.

These are only a few basic suggestions for working with micro-influencers. To learn more, check out the gifographic guide to micro-influencers below.


Image courtesy: Shane Barker