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cited that if a company had strict guidelines for paid posts, such as telling the influencer what the photo should look like or what the caption should be, it dissuades her from partnering with that company. Aly put it this way: Creative control is super important to me. 'Cause it, once a company starts telling me “You're gonna do this,” and like, “We wanna post like this,” it takes away, like, the real part of it in my mind. The ability to retain autonomy while partnering with a brand is incredibly important to a micro-influencer. For instance, from these interviews it appears that an influencer is much more likely to agree to partner with a brand if she has used the product before or already promotes the product on her page. Because the influencer already uses the product or has already promoted it on her page, she feels that a paid sponsorship post will be easily and naturally integrated into her online presence. Sydney talked about criteria that affect her decision to partner with a company: ...if it's a brand that I've already shopped and I've already- I already love ... And everybody knows I already love it, I already blog about it for free, then that's when I would do a collaboration. Influencers want paid promotions to be as organic as possible, and if a company or product does not fall in line with the influencer’s brand, she will not promote it. If a company is interested in using influencer marketing, they can ensure a positive and more meaningful promotion of their product by knowing that the influencer already is a fan of their product, rather than hoping the influencer will like their free product enough to share it on her page. 40PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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