BOU x WeWork - What Does The New Model of Influencer Marketing Look Like?
Kunal Kohli (Co-Founder and COO of BOU)
Dara Pollak (@skinnypignyc)
Jackie Gebel & Robby Miller (@noleftovers)
Jeremy Jacobowitz (@brunchboys)
Justin Livingston (@justinliv)
Moderator: Jessica Becker (Managing Partner, Manifest New York)
Drinks by JuneShine and nibbles provided
Over the last three years, influencer marketing has exploded, becoming a key marketing tool for global brands looking to attract the attention of Gen Z and millennials. What began as a cash or product transaction between brand and influencer in return for a post, is now transitioning into a more sophisticated form of influencer marketing in which the brand and influencer enter a mutually beneficial partnership.
Affiliate links, collaborations and equity are all part of this new model. Brands are still getting the advocacy and reach, while influencers are gaining financial benefits and increased exposure for themselves. Both parties are more invested in each other than ever before - with influencers only getting rewarded if the company is successful - and the company often giving away shares, for the opportunity for success.
How do brands and influencers go about creating these mutual, long-lasting relationships? What’s more important - reach or relevance? And how long can this new model last?
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