Community is King in the Land of Influencer Marketing -By Ugochukwu Ugwuanyi

The depth of connection between a creator and their followers - mostly evident in comment density - is a major criterion marketing executives use in screening creators for retainers. They will not want their messages to be scrolled past, but land like a recommendation from someone audiences already follow and trust. Businesses are not coming into influencer marketing with the mindset of traditional advertising, which merely tells consumers what a brand wants them to know.