Influencing the Influencers

How can brands harness the power of influencers? By using them as content co-creaters. An article on suggests that the old outreach modes, like “sending influencers a press release,” are no longer effective. But allowing them to take part in content creation can result in useful, shareable content that fosters brand interest.

Matchstick offers some cheeky examples of campaigns that used influencers in creative ways. In one case, several mom bloggers gave Cool Whip their stamp of approval. In another, Honda came up with a “Pintermission” challenge, offering $500 to Pinterest’s most active users to go out into the real world and “engage with content they had already pinned.”

Read more about companies’ attempts to woo influencers at

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