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Mae Karwowski is the CEO and founder of Obvious.ly, an agency that works as a matchmaker between influencers and big brands like Coca-Cola, Uniqlo, and Saks Fifth Avenue. Put simply, she brokers deals for influencers to make money and get free stuff in exchange for posting about certain products. But you don’t have to have a ton of followers to get on her radar — in fact, she says, Obvious.ly works with influencers with fewer than 10K followers all the time.
Brands are still getting used to this. It’s hard for some companies to give up control of their image. It’s not like doing a commercial or buying ad space in a magazine. But if the data shows that an influencer has impact, they are starting to come around.When we look at influencers we want to work with, we don’t just want a ton of followers. We also look at their engagement — what’s going on in the comments. And that goes beyond numbers too, or “engagement rates” in industry parlance.
We built technology that looks at influencers’ audiences and can tell the demographics of their followers. So the composition of your audience is important. Say you have 4,000 followers, you live in Miami, and you often post about wakeboarding. We can tell if 50 percent of your followers also live in Florida and like your wakeboarding posts.
The great thing about influencer marketing is that it’s an amorphous thing, because social media platforms are changing so quickly and influencers are also changing quickly in terms of their own brands and price points. Everyone’s always testing new ideas. And it means that anyone can blow up at any moment.
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