Millennials and Gen Z aren’t interested in traditional advertising. In fact, if it is too promotional and genuine interest isn’t established within seconds, you’ve already lost. Brands must help support the identities of modern consumers, and get to know them enough to deliver highly personalized messages. Influencer marketing is a smart way to connect with younger generations by doing just that. I spoke with Ryan Detert, chief executive officer of Influential, a company that helps match influencers to marketing campaigns. He shares his take on how to authentically attract consumers through social media.
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