1. Influencers can shoulder many different roles in relation to brands. Besides the traditional one of spokesperson they also act as for example long-term ambassadors, co-creators of products, or owners of their own brands. For retailers, this means that influencers can be involved in both the creation of new products and communications, possibly increasing their impact.
   
   
2. Long-term collaborations have been found to be more effective than short-term ones. This is potentially due to the fact that consumers perceive long-term commitments as more authentic and because they offer the influencer more opportunities to educate followers on the virtues of the brand.
   
   
3. When working with influencers there is a tradeoff between reach (number of followers), impact (conversion), and cost. Micro-influencers offer a good combination of the three, making them interesting for marketing collaborations.
   
   

2021-09-15