At its core, influencer marketing is monetising digital word of mouth. It pays to treat working with influencers as a longer term relationship.

One thing that really rings true is the likeability and relatability of the influencers that people follow. If you follow someone because they're a bit of a train-wreck and fun to keep up with, it's unlikely that their next post featuring a product is going to really relate to you.

When it comes to marketing with influencers, despite having fewer followers than their macro counterparts, micro influencers have endless value and potential for targeting old and new audiences alike.