© 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
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.

Get Influencer Marketing for Brands: What YouTube and Instagram Can Teach You About the Future of Digital Advertising now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.