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3. Be willing to give creative freedom over to the influencer. If you have done your research on the influencer and discovered that she has a credible history of creating quality content, work with the influencer to create posts that both reflect your brand image and the influencer’s brand image. The advantage of having an influencer sharing your product in an organic, natural way that integrates well into his or her curated feed is that her followers will associate their connection to the influencer to your brand or product. Explicitly telling the influencer how the photo should be composed and what the caption copy should read will not only lower your response rate from influencers you reach out to, but will also be disruptive to the influencer’s followers, and therefore, a less effective use of your marketing dollars. This should not discourage you from giving an influencer any direction regarding campaign message, but instead encourage you to embrace the advantages of partnering with individuals who are passionate about creating original content tailor made for their audience. Conclusion Influencer marketing can be a unique and innovative method of reaching target audiences outside of traditional media outlets. This study was conducted with the goal of filling in the gap between influencers’ desires and marketers’ desires, in order for more effective influencer-brand relationships for future campaigns. In this study, I discovered data that suggest influencers value real interactions and real relationships, rather than simply presenting a facade. While their presence on Instagram is curated, planned, and strategic, influencers believe their online persona’s reflect their own identity quite personally. It is important for marketers to remember the person behind the social media 48PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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