’s five tips for better influencer marketing

Brands need to prioritise building brand advocates rather than short term partnerships, according to’s Head of Brand Advocacy.

Influencer marketing is a successful strategy for many brands, but as consumers wise up the the ‘influence industry’, is the sense of authenticity which attracted so many marketers evaporating?

According to Lauren Spearman, Head of Brand Advocacy at British furniture company, it’s time to move away from the transactional ideas of ‘pay-to-play’ influencer marketing, and toward building longer-term brand advocates.

“When we think about trying to ‘influence’ someone, that can feel like it's quite deceiving. When we can influence through credibility and trust, that's much more powerful,” Spearman said at the Mediatel Future of Brands event in London recently,...

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