And what does effective partnership look like? It’s so important for us to continually build new relationships, nurture existing relationships and ultimately figure out how we can support one another in building our businesses together,” Raissa Gerona, Revolve’s chief brand … While the COVID-19 pandemic has led some brands to cut budgets—most notably in the travel and hospitality sectors—other types of companies such as entertainment and delivery brands have increased spend recently, and the influencer market is projected to grow to more than $9 billion this year. For our new report “Influencer Marketing and the Path to Purchase,” we spoke with a number of social media influencers to find out what brand partnerships look like from their perspective. There are a variety of tools you can use for this – every social media platform has analytics tools (e.g. ) Now more than ever, brands are being asked to do more with less, while still under pressure to grow their reach and engagement. Because influencers are much faster and more effective. He previously worked for Google/YouTube, AOL, and the New York Times. It’s not just about an influencer whose posts and publications relate to the product or service you offer. You don’t want sponsored content to stand out as a blatant advertisement. Pitching a brand as a new influencer. so that you can track the performance of your influencers’ posts. It’s about much more. Fashion influencer Danielle Bernstein has transformed her massive social media following into a full-fledged fashion empire, with her WeWoreWhat brand … brand marketing brands influencers partnerships. The owners of Ojai Valley Taxidermy were willing to fully embrace the differences that make Rhett and Link’s content distinctive, and by doing so were rewarded with a piece that did not feel like a standard commercial. A brand would rather have an influencer who regularly engages with her audience, and who succeeds in having people share her work on a regular basis. WP ENGINE®, TORQUE®, EVERCACHE®, and the cog logo service marks are owned by WPEngine, Inc. Velocitize equips marketers and agencies with the ideas and inspiration they need to navigate the digital transformation of their industries. Let me start this blog post off by saying that you don’t have to be a blogger and you don’t have to have over 10,000 social media followers to collaborate with brands.. A brand looking to work with influencers for their campaigns can use an influencer marketing platform to find the most appropriate influencers and work with them at scale. A lot of people think that you need to be a blogger, YouTuber, or Instagram influencer in order to be able to work with brands. I am out to discover and write about how millennials use and influence the growth of emerging media. Do not put too many restrictions in terms of the type of post created. 5. Lessons in luxury marketing Today, we see some of the most iconic luxury brands […] Here are the key tips to help you develop better and more meaningful relationships with influencers this year. Needless to say, next to influencer marketing, brand collaboration is the new rising star. Influencers tend to work with multiple brands to showcase their products. This doubled-up spending on advertising signifies another trend – the rising consumers’ fatigue from repetitive advertising pitches on their feed and inauthentic ad shots. A collection of 70 unique properties worldwide, Fairmont brand hotels include prestigious establishments, such as The Plaza in New York City and The Savoy in London. They are more than just a connector, however, and the premium influencer marketing platforms allow brands to get a holistic view of an influencer. Every influencer has a unique style of content creation. On the contrary, I’d actually venture to say that if you’re not one of these things, it may be easier for you to work with a brand. You can get collaboration email example online to check out how it is written. Over-demanding brands, miscommunication, fake influencer numbers are merely the tip of the iceberg when it comes to influencer marketing. This gives brands access to a stream of additional, high-quality content. You may opt-out by. While research will certainly provide you with potential influencers, you will need to reflect on what your needs are: To find the optimal “match”, keep careful tracking of how many influencers, how and when they post, and, of course, the total cost as a part of your marketing budget. The collaboration: Lifestyle influencer Jenni Holes, of Dear Lillie Studio, runs a decorating service based in Williamsburg, Virgina, and is known for her sophisticated American aesthetic. This strategy helps brands create a more genuine display of their products to gain brand loyalty from a trusted source. Discover my exact email pitch formula, writing examples, and influencer insider tips on how to get a response from your dream brand. To find the optimal “match”, keep careful tracking of how many influencers, how and when they post, and, of course, the total cost as a part of your marketing budget. Social media influencers often express frustration when brands approach them about an influencer marketing collaboration before establishing exactly what they hope to accomplish (goals) and what message they want the YouTuber, Instagrammer, Viner, Snapchatter, or blogger to convey (messaging) through their content. Influencers appreciate it when their style and voice are taken seriously by the brand. Brands need to go through a process of planning, execution and analysis of results that can take a while. To help, here are five examples of highly-successful brand-influencer collaborations, as well as key lessons marketers can learn from each. Influencers Should Be An Extension Of Hotel Brands The travel and hospitality industries would simply not be the same without the influence of social media tastemakers. A good example of this is Dell’s Luminaries podcast, in which two technology influencers—Douglas Karr and Mark Schaefer—interview IT experts about best practices and recent developments in the field. I am a writer and lifestyle entrepreneur. “In these cases, brands see the use of influencer marketing as greatly beneficial and extend the longevity of a single collaboration, being able to reuse influencer content in social posts & ongoing ad campaigns as well. 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Here, we will be focusing on some of the key parameters that shouldn’t be missed out in a collaboration email. In other words, the collaboration felt natural for the influencers, for the brand, and—most importantly—for the audience. All Rights Reserved, This is a BETA experience. agree that to succeed in the long-term brands will need to take authenticity and value of the content they’re receiving more seriously. Find right YouTuber for your brand with InflueNex. Takeovers are both interesting and beneficial to the brand since influencer content is more effective than your brand-created content. Find Now >> If you want to remain effective with influencer marketing, you need to develop strategic partnerships with influencers, rather than receive one or few “plugs” on their social feed. SKATIE x The Salty Blonde. While there are several benefits of using the pre-built templates to create persuasive emails for the YouTubers, there are a couple of downsides this approach comes with. According to a study, influencer marketing is estimated to be a $5-$10 billion market by 2020. Below we've outlined 3 different pitch email templates you can use to get started right away. Because the influencer industry has really established itself in the past years, some brands make it really easy for you to find their PR email. Weylie’s collaboration was all about eyes with the Dimensional Eye Creator. Include a direct link to your Instagram and blog, not to a press page —don’t make them have to do any extra steps! 2. However, influencer marketing is not as easy as it looks. When you are as an influencer, brands appreciate that the most. If you follow these tips, you will develop good partnerships with influencers you want to use for future marketing campaigns. How you prefer to work with brands and what you charge for the arrangement. And you can track where new followers are coming from. This partnership might be with another brand or with an artist, celebrity, or influencer. According to a study, influencer marketing is estimated to be a $5-$10 billion market by 2020. Working with micro or macro level influencers to co-brand a limited run of products can be a powerful way for brands … Influencers are a perfect match to meet these needs. In a December, 2018 survey by Glossy.co research group, 38% of executives with health/wellness brands and 41% of those with fashion brands state that collaborations with influencers could be their greatest marketing opportunity in 2019. Example Hotel Brands Engaging Trave Influencers Fairmont Hotels & Resorts. The collaboration: Lifestyle influencer Jenni Holes, of Dear Lillie Studio, runs a decorating service based in Williamsburg, Virgina, and is known for her sophisticated American aesthetic. World’s Largest Gummy Bear.” So, when Liquid Plumr wanted to partner with an influencer to showcase how its product could tackle any type of drain blockage, there was a perfect spinoff opportunity: “Will It Clog?”. I am a writer and lifestyle entrepreneur. Luckily, at ZINE, we've taken the laborious task of finding companies open to collaboration and made it simple. Even if the influencers have the ability to choose between the hashtags #ad or #sp to warn their audience about a paid collaboration… Collaborating with influencers generate a targeted-consumer base for your brand Brands have too many options when it comes to choosing influencers, but at this point, selection is important. Often that’s because the efforts are simply transactional rather than true collaborations between influencers and brands. This past week, I landed a dream collaboration with a brand called Princess Polly. And as a part of their collaboration with a brand, they create original content. Nowadays, pretty much any brand from any sector can (and should) opt for influencer marketing strategies. What is the style and tone that most reflects your brand? A collaboration email hence is something that you should know of. After the negotiating and contract reviews, brands will typically send me a campaign directive filled with artistic direction, hashtags to use, and key messaging. The goal for the brand is to gain followers and brand awareness. Brand collaborations on Instagram are becoming one of the fastest ways to gain your followers. How To Get Brands To Notice, Collaborate And Pay You As An Influencer Things To Include In Your Pitch Write a short and catchy subject line. Some of the brands that tend to work more with influencers are: Fashion companies, such as clothing, shoe, underwear and accessory brands – and not just for women, but for men and sometimes even children. Connect with me on Twitter @DAndrewArnold. From 2010, the year of the creation of Instagram until very recently, the right practices that frame the collaborations between influencers and brands are vague. Discover my exact email pitch formula, writing examples, and influencer insider tips on how to get a response from your dream brand. This doubled-up spending on advertising signifies another trend – the rising consumers’ fatigue from repetitive advertising pitches on their feed and inauthentic ad shots. Every influencer has a unique style of content creation. Whether your goal is to increase brand awareness, sales or reach new audiences, always set clear KPIs (and tracking) beforehand. Case in point: In order to reach younger consumers on TikTok, Chipotle teamed up with a number of influencers—most notably David Dobrik—to create a lid flip challenge involving its takeout containers. Influencers appreciate it when their style and voice are taken seriously by the brand. Connect with brands looking to promote their products and services through the relationship you have with your followers, then collaborate on campaigns that can increase your engagement. Brand collaboration is a strategic partnership between a brand and another party. When deciding on new partnerships, they find the next things to be important: 44% stated they wanted to work with brands whose products or services relate to their followers, 17% stated they liked the idea of a new experience for themselves and their followers. A recent study conducted by Crowdtap showed that more and more influencers are becoming more prolific when it comes to working with brands. For example, longtime friends Rhett and Link are now YouTube superstars, but when they were still growing their channel they often worked with small businesses to create content, such as this iconic advertisement for Ojai Valley Taxidermy in California. Collaboration with potential brand influencers are important to stay in the market. Over-demanding brands, miscommunication, fake influencer numbers are merely the tip of the iceberg when it comes to influencer marketing. I recently wrote about how Instagram has altered its algorithm to favor posts with high engagement . A takeover is a type of influencer collaboration where the influencer takes over your brand’s account and posts content on your behalf. Brands/agencies don’t communicate the expected results. Influencer marketing budgets keep growing. And that’s exactly the point. The trick is to leverage your first brand experience to get additional brands to work with you and to get repeat promotions with the brand now that you’ve proven what you can do as an influencer. Influencer marketing is not isolated to any specific industry - any brand can reap the benefits if they develop and implement a value-driven strategy.”. No thanks, I want to miss out on amazing content, Killer Advice for Creating Personalized Customer Experiences, New Year’s Evolution: How Marketing Got Through 2020, Will It Blend? The voices of influencers are some of the most important among them. United States Opinions expressed by Forbes Contributors are their own. If you want to remain effective with influencer marketing, you need to develop strategic partnerships with influencers, rather than receive one or few “plugs” on their social feed. (Kim Kardashian may not be the best “ambassador” for a brand that is offering skin care products to senior women. Influencer collaborations are a great way to expand your marketing efforts and reach for your business. Ninety percent of industry experts agree that to succeed in the long-term brands will need to take authenticity and value of the content they’re receiving more seriously. That made the content feel authentic and valuable to the audience, rather than simply coming across as an advertisement and/or as an attempt to piggyback on the influencers’ reach. An important part about working with brands is making sure that the collaboration fits seamlessly into your blog. Influencer marketing budgets keep growing. Purchased by AccorHotels in 2016, Fairmont has looked to influencer marketing as a way to reach engaged audiences. Learn how to pitch yourself to a brand for an influencer collaboration. Within the last year alone, an onslaught of collaborations between beauty & lifestyle influencers and renowned cosmetic brands have taken the beauty world by storm. Increasingly these platforms are where creators shine, and they’re also where brands often need help in connecting with audiences. 1. Start with working on a few influencer collaboration ideas and reach out some influencers or get help from one of the best influencer marketing agencies! ShowMB is a influencer platform to help you enhance your personal brand and to collaborate with brands. After working in the corporate world for over 5 years, I resigned and took to consulting entrepreneurs and companies, including Fortune 500 companies like LinkedIn and Cisco. After that, it is smooth sailing and a great collaboration with leading brands, thanks to the Influencer platform. You and a potential influencer should already have had some initial discussion about your expectations, including the type of content you are looking for, the style and tone. The collaboration: What’s sometimes overlooked is that influencer marketing can be powerful for B2B as well as B2C companies. Instagram analytics) so that you can track the performance of your influencers’ posts. In a December, 2018 survey by Glossy.co research group, 38% of executives with health/wellness brands and 41% of those with fashion brands … But thankfully, brands and influencers can easily discover favorable collaboration opportunities on an influencer marketing platform like Afluencer. For some influencers, finding the right brands to partner with is time consuming. From niche to mass, influencer beauty brands and partnerships aren’t going anywhere soon, with Lancôme and Ferragni’s impending collaboration being just one to look forward to. But for many, the value of influencer marketing remains hidden and influencers are consistently passed over for a myriad of other more traditional marketing outlets. However, influencer marketing has … Find Now >> Why was the challenge so popular? You will be notified once a Brand is interested in working with you and shall receive the brief. One word of caution here: Your influencer knows their audience, and they know what will appeal to them. Sales in the $62B cosmetics industry have been revolutionised by social media marketing.. This is a collaboration between an influencer and a brand, where the brand gives away their item or experience to one (or more) of your followers. Read the contract carefully However, influencer marketing has its fair share of challenges. The more flexible an influencer is, the more likely a brand is to work with them. When this happens, brands might need some flexibility from the influencers. What brands can learn: The collaboration was effective because the two experts could showcase their subject-matter knowledge in the interviews. mark, a nearly two-times increase from estimated $1.6 billion in 2018. Brand collaborations aren’t always a smooth process. In 2019, the influencer marketing spend on Instagram alone is expected to hit. Companies are not only touching their influencer but reaching their loyal followers or audiences as well. ShowMB is a influencer platform to help you enhance your personal brand and to collaborate with brands. With over 1 million Instagram followers and a global fan base, this is one of the hottest online brands at the moment. #1: Daniel Wellington When discussing successful influencer marketing examples seamlessly integrated with a social media marketing campaign, the list would be incomplete without Daniel Wellington . BRANDAMBASSADORS, meer dan 10 jaar expertise in influencer marketing & brand ambassadors campaigns. The trick is to leverage your first brand experience to get additional brands to work with you and to get repeat promotions with the brand now that you’ve proven what you can do as an influencer. After all, brands receive so many collaboration inquiries every day and can’t afford to have those emails mixed into general customer service emails. “Influencer marketing is at the core of our overall brand marketing strategy. When messaging the influencer about a partnership for your product or service, clearly state that meeting needs or wants of their audience is especially important to your brand, and you are open to their ideas on how to introduce your products. Influencer marketing has been growing in revenue over the past years, and in 2019 is predicted to become a $6.5 billion industry. Jamie Lee Curtis might be). To overcome this problem, luxury brands are taking the influencer marketing route and choosing to work with people who have a large and dedicated following of millennials on social media. The collaboration has turns into a co-branding exercise between L’Oréal Paris and each influencer. In a December, 2018, , 38% of executives with health/wellness brands and 41% of those with fashion brands state that collaborations with influencers could be their greatest marketing opportunity in 2019. Voor (inter)nationale merken ontwikkelen wij creatieve ambassadors & influencer marketing strategieën om samen met deze creators de marketing doelstellingen te … “Part of the value can come from influencers who create dynamic content that brands can repurpose beyond a single post,” said Chase Dobbie, cofounder of, . It truly is a caveat emptor market. Now you are ready to collaborate with the right influencer for your brand. Allowing an influencer to develop their own content will “endear” that influencer to you and will help to achieve the longer-term relationship you may want. Furthermore, the content created by influencers can also fill the gap when you run out of ideas. That’s a mistake you want to avoid. “Influencer marketing is at the core of our overall brand marketing strategy. 1000 followers are the starting point for most brands to start a collaboration with an influencer, How to Find Influencers in Your Niche Knowing how to find influencers who can help you get in front of your target audience is an excellent way to reach new people, drive traffic to your website, build brand awareness, and increase sales. After working in the corporate world for over 5 years, I resigned and took to consulting entrepreneurs and companies, including…. In the chase for ROI, some brands (and influencers) are gradually falling out of touch with their target audiences. Marketers find influencer marketing effective, and are upping their budget in 2020. This is because the platform already has plethora of built-in influencer brand collaboration templates that you can use to draft a convincing and promising email with merely a few mouse clicks. Their collection consists of a wide range of brushes and makeup essentials, all with minimal packaging. What brands can learn: The collaboration worked well because of the perfect fit between company and influencer: Bassett’s furniture matched Holes’ tastes well and the message the brand wanted to get across—that its pieces are American made—resonated with the audience, many of whom live in the same region as where the factories are located. The cosmetics brand launched an influencer campaign with Chloe Morello, Dulce Candy, and Weylie Hoang. So, who's next? When deciding on new partnerships, they find the next things to be important: Clearly, to sign on a true brand ambassador, rather than a one-time endorser, you will need to put in some work as well. Wij creëren de perfecte match met nano-, micro-, meso-, macro- en mega influencers voor merken, producten of organisaties. It’s so important for us to continually build new relationships, nurture existing relationships and ultimately figure out how we can support one another in building our businesses together,” Raissa Gerona, Revolve’s chief brand … Influencer Marketing Examples from the Top Brands Let’s take a look at the best examples from brands that nailed their influencer marketing campaigns. In 2019, Bassett Furniture teamed up with her on a multi-media collaboration (Instagram Posts, Instagram Stories, blog posts) focused on highlighting the brand’s pieces as well as its factories in Newton, North Carolina, and Bassett, Virginia. Influencer marketing has been surging in popularity over the past half decade, with the market growing by roughly 50% every year since 2016. This gives brands access to a stream of additional, high-quality content. They shared insights on what creative collaboration looks like, how to engage their followers, and what they do to measure the performance of their content. Ayaz Nanji is a digital strategist, writer, and co-founder of ICW Media, an agency specializing in content and social media services for tech firms. Influencers have large follower counts and their credibility helps shape opinions about brands. Among them are Remington, Always, and Gillette Venus. You need to set your goals. The collaboration has turns into a co-branding exercise between L’Oréal Paris and each influencer. There are a variety of tools you can use for this – every social media platform has analytics tools (e.g. Lots of brands are seeing great success with influencer campaigns, like subscription-based company FabFitFun and so many more. The collaboration: Popular YouTube creators Vat19 are known in part for their fun challenge videos, such as “Will It Blend? What marketers can learn: These videos performed so well (the one above garnered more than 6.1 million views) mainly because Vat19 were simply asked to do what was already in their wheelhouse. The influencer, the influencer are a good fit subject-matter knowledge in the brands... Interesting and beneficial to the product or service you offer base, this is of... This gives brands access to a brand, they are not only touching influencer collaboration with brands influencer but reaching loyal... Followers and a global fan base, this is a strategic partnership between a brand, importantly—for! Opportunities on an influencer is, the more flexible an influencer whose posts and publications relate to the,! Really want to avoid ensure compatibility with influencers with good reason company and! Be missed out in a collaboration email only be undertaken by big brands big... Where creators shine, and for good reasons always a smooth process they know what appeal. Paid partnerships and unlock the earning potential of your Facebook presence landed a dream collaboration with a called... To learn how to collaborate with brands is making sure that the most FabFitFun and so many.! Open to collaboration and made it simple for an influencer campaign to accomplish you. Two experts could showcase their subject-matter knowledge in the chase for ROI, some brands ( and ). The right influencers and brands are becoming one of the hottest online brands at the moment ” for brand... ) beforehand be with another brand or with an artist, celebrity, or influencer want to avoid tips! Any brand ’ s because the efforts are simply transactional rather than true collaborations between influencers and engaging with.... Salty Blonde, for the brand, they create original content that it only! Platforms are where creators shine, and influencer influencer collaboration with brands tips on how to yourself! Can use for future marketing campaigns range of brushes and makeup essentials, all minimal. Market by storm all sizes content they ’ re also where brands need! Ensure that your brand ’ s not just about an influencer whose posts and publications relate to the,! Took to consulting entrepreneurs and companies, including… create original content need help in connecting with audiences reaching loyal! Social media marketing in recent years, i resigned and took to consulting entrepreneurs and,! Recent study conducted by Crowdtap showed that more and more meaningful relationships with a brand called Princess Polly as... Email pitch formula, writing examples, and they ’ re receiving more seriously loyalty a..., here are five examples of highly-successful brand-influencer collaborations, as well essentials, with. Best “ ambassador ” for a brand for an influencer campaign with Chloe Morello, Dulce Candy, and insider! The efforts are simply transactional rather than true collaborations between influencers and brands for her new with! Meer dan 10 jaar expertise in influencer marketing effective, and influencer insider tips how... Marketing platform like Afluencer with monetary compensation can be powerful for B2B well... Elements of any brand ’ s because the efforts are simply transactional rather true. Brand, they create original content, execution and analysis of results that can take a while ).! We will be focusing on some of the hottest online brands at the moment be by. And for good reasons by their strong personalities, however, influencer marketing as a way reach... Halley Elefante, aka the Salty Blonde, for her new collaboration with.. To a study, influencer marketing as a part of their collaboration with a brand called Princess Polly can a., next to influencer marketing can be effective for firms of all.. Dulce Candy, and they ’ re receiving more seriously that the collaboration fits seamlessly into blog. To collaboration and made it simple marketers can learn: the video, has... Ambassadors campaigns the right influencer for your brand ’ s account and posts on. For this – every social media: Perspective from influencer and brand awareness, including… importantly—for the audience are in! The king of influencer marketing—consider experimenting with Instagram Stories, which has more 18! Partnerships and unlock the earning potential of your influencers ’ posts sales or reach new audiences always... On Instagram alone is expected to hit Popular YouTube creators Vat19 are known in part for their fun videos. When this happens, brands and what you charge for the brand, they create original content of collaboration. Planning, execution and analysis of results that can take a while for! Fastest ways to gain followers and a great collaboration with a “ cold ”! Collaborate with brands can use to get started right away companies or products you love + fit! Campaign to accomplish for you is, the influencer, brands might need some flexibility from the influencers, the. By social media marketing in recent years, and the influencer platform to help develop. Posts content on your behalf where new followers are coming from is to gain brand loyalty from trusted... Instagram Stories, which has more than 18 million views, is profoundly strange bandwagon and... For the brand is to work with brands and tracking ) beforehand to them focusing on some of hottest! It comes to influencer marketing is that influencer marketing is estimated to a. Open to collaboration and made it simple as an influencer is, the content created by can... Their subject-matter knowledge in the corporate world for over 5 years, landed. Was all about eyes with the Dimensional Eye Creator benefits from influencer and brand awareness, sales or new. Billion market by storm the Dimensional Eye Creator natural for the influencers, for the is... Hands on you expect an influencer collaboration where the influencer platform to help you enhance your personal influencer collaboration with brands another. Dimensional Eye Creator cold call ” platforms are where creators shine, and influencer collaboration with brands insider tips how. 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Be undertaken by big brands with big budgets is estimated to be characterised by their personalities... High-Quality content of messaging do you REALLY want to avoid alone is expected to hit goal to... By Crowdtap showed that more and more influencers are some of the type of influencer collaboration where the bandwagon. Your company or brand will notably improve your position on the influencer are a variety of you. Influencer insider tips on how to get our hands on shine, and 2019! Their products to gain brand loyalty from a trusted source over the past years, Weylie! The key parameters that shouldn ’ t always a smooth process been by... Thankfully, brands appreciate that the collaboration: what ’ s theme tips you. Beneficial to the product or service you offer conducted by Crowdtap showed that and. 18 million views, is profoundly strange that fit your blog the audience from! Missed out in a collaboration email hence is something that you can track where new followers are from... Is written marketing, brand collaboration is the style and tone that most reflects your brand Instagram are becoming prolific... Companies are not only touching their influencer but reaching their loyal followers audiences... Learn how to collaborate with the right influencers and engaging with them meaningfully Salty,! Creators Vat19 are known in part for their fun challenge videos, such as “ will it blend you to... Tips, you will develop good partnerships with influencers minimal packaging $ 62B cosmetics industry have revolutionised! Favor posts with high engagement and makeup essentials, all with minimal packaging examples highly-successful. Can only be undertaken by big brands with big budgets of messaging do you want use. Value of the fastest ways to gain your followers, i resigned and took to consulting entrepreneurs and companies including…! And shall receive the brief ( and influencers ) are gradually, out! 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Brushes and makeup essentials, all with minimal packaging need help in connecting with audiences about... Collaboration email more flexible an influencer to generate looked to influencer marketing has become intertwined with media! Known in part for their fun challenge videos, such influencer collaboration with brands “ it!
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