How Blossom Hill turned customers into content creators

Influencer marketing is beginning to move away from focusing on the reach that celebrities can offer to explore the use of micro-influencers – everyday people with fewer followers but greater levels of engagement.

What marketer wouldn’t want to know how to get their brand’s customers to provide content for them? That’s effectively the pitch from Tribe, which Lisa Targett, UK General Manager, described as a platform where brands discover everyday people to celebrate them through eye-catching content.

Brands create briefs and – via Tribe – invite thousands of micro-influencers to submit creative posts with a fee as an incentive. If the brand approves such posts, the influencer publishes it directly to their social media sites and is paid immediately. With 6,000 campaigns run through the Tribe platform in the past two years, there...

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