At the recent Sunday Times Generation Next youth marketing conference, influence activist Arye Kellman led a panel discussion about influencer marketing and the right ways for brands to use influencers to drive awareness in the youth market. The panel members, Simmi Areff, Jessica Nkosi (also the MC for the conference) and Katlego Mohoaduba are three millennials who have been chosen to appear on 2017’s #Kellman20 list of 20 millennials to watch this year. The trio discussed how often brands get it wrong when approaching influencers, and how influencers choose the brands they represent. Each panel member explained that they know their followers – they know what will resonate with them and what they find believable in terms of brand endorsements. Nkosi said she resists being told by brands what to do, saying that if she works the endorsement her way, her followers will find the association authentic, but if not, they’ll know she’s being paid to represent a brand and simply dismiss i...
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