© Aron Levin 2020
Aron LevinInfluencer Marketing for Brandshttps://doi.org/10.1007/978-1-4842-5503-2_3

3. Influence Is an Outcome, Not a Profession

Context, adoption, levers of influence, and how to find the right creators for your brand
Aron Levin
(1)
Stockholm, Stockholms Län, Sweden
 
In a world of infinite choice, context—not content—is king.
—Chris Anderson1
Key Questions
How do I find the right influencers for my brand? What attributes should I look for when identifying the right influencers? Are influencers early adopters? What is a good engagement rate?
Core Principles
1. Influence is an outcome, not a profession. 2. Social media creators are early adopters. 3. Own your talent pool. 4. The power of the long tail. 5. Diffusion of innovations.

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