Efficiently finding and vetting influencers isn’t easy. Ideally an influencer-for-hire will have a unique voice and perspective that promises significant reach, resonance with target consumers and measurable persuasive power with an audience of his or her peers. If you are a doubter, consider this example. Engaging Kendall Jenner for its lash primer product, Estee Lauder aired the same video on their Instagram feed and on Kendall’s. The brand drove 7,000 likes. Kendall prompted 429,500 likes or 61 times more awareness and measured attention. By borrowing the equity and voice of an online influencer, brands can penetrate markets; gain access to likely prospects or position themselves relative to ideas and people their best customers care about. Research by SONY found that people are more than five times as likely to buy based on the recommendation of a social peer than having been exposed to traditional ads. Some influencers are engaged as brand ambassadors or standing spokespeople. They are not like celebrities in ads, paid touts. They are positioned as people with a connection and affinity to the brand. Others are leased on a one-time, finite or campaign basis. Marketers have to figure out upfront what they want from an influencer. The Read more…