The right way to use influencers: UGC, creating communities, and DNVBs.

Knowing how to use influencers and content creators correctly will make the difference. Hiring an influencer isn’t about hiring a celebrity as a poster boy, it's about creating a community and lasting relationships.

Both Digitally Native Vertical Brand (DNVB) and User-Generated Content (UGC) are changing the relationship between retailers and consumers and should be discussed in every company using Digital Marketing strategies. However, it’s necessary to define KPI and to create a good narrative (without a good “storytelling”, working with PR and influencers is throwing money away).

Before hiring influencers, hire someone who is capable of creating good stories and has the ability to build a good relationship with the communities. And remember: this isn’t work for interns. If you engage someone with few abilities in this activity, you’re doomed to blow it.

It’s important to remember that according to the Manifesto do Influencer Marketing, 82% of people follow digital influencers rather than personalities and famous people. In other words, people are more influenced by individuals that they feel closer to.

According to research by Deloitte, the active participation of consumers in the brand’s channels can bring benefits such as a growth in engagement of about 30%. Therefore, if you don’t work with influencers, your brand won