It has become abundantly clear that Millennials and Gen Z value the advice from micro-influencers and friends over traditional corporate advertising campaigns. As a result, micro-influencers and instagram are becoming an increasingly important part of the marketing mix. Brands that can create efficiency by bringing influencer marketing in-house through acquisition or proprietary software development are in a powerful position to capture the younger generations.
“It quickly became clear that we couldn’t operate at scale without a real software solution,” said Fishman. “No longer do I have to cut a hundred checks for the hundred influencers I worked with around Coachella for a Juicy campaign. Instead, it all flows through the system.”