Conference Aim & Context

Influencer marketing is an art of collaboration. A brand collaborates with an influential person to promote its product, service, or campaign. Celebrity endorsements were the original form of influencer marketing. But in today’s digital world, social content creators with niche audiences can often offer more value to brands. These people have dedicated and engaged groups of followers on social media. Influencer Marketing is an industry that essentially didn’t exist 10 years ago and shows that brands are engaging it with a lot of cash. However, it is tricky for brands to decipher exactly who it should collaborate with — and what constitutes a successful campaign. Many brands may be clamoring to build relationships with superstar influencers, but they could be overlooking the chance for better engagement with lesser-known social media influencers who actually have more relative sway. This conclave aims to highlight and bring forward the power of social media influencers and engagement. The conclave deals with meaningful discussions on the new marketing world of influencers.