Brands should fully trust the influencers they work with, says Gushcloud CEO

While some marketers believe that brands should be focusing on the engagement rates of influencers instead of prioritising vanity metrics, influencer marketing agency Gushcloud says it depends on the needs and priorities of the brand. Althea Lim, the group chief executive of the Singapore-based agency explains to The Drum for certain brands, awareness is key. Therefore, it would be better to engage influencers with high numbers. “However, if the brand is sales or performance-driven, we would advise the brand to create campaigns that are engaging and performance-driven,” she adds. “That typically means targeting influencers with niche communities and high engagements within their communities. Read the FULL story here.