Using brand influencers on social media platforms has become one of the most effective ways to deliver messages that resonate with audiences. But there’s a skill to getting it right, and getting it wrong may actually work against a brand. Interpretation and authenticity are key if the influencer is going to align with the brand in a believable way and ensure that the consumer will buy into the messaging and purchase the product. Tami Ruschin, MD at Stylista, a social media space for fashion, beauty and lifestyle, believes there must be room for an influencer to covey the messaging in a way that will make sense to the audience. In the social media space, where millennials are inundated with media vying for their attention, audiences are discerning and can smell forced advertising a mile away, she says.
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