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Part 2: The nuts and bolts of an influencer platform
Highlights from Gunnar Lovelace, founder and co-CEO, Thrive Market; Serena Poon, founder and CEO, Serena Loves; and Jonathan Marshall, vice president at VMG:
- After being rejected by all of the top VC firms in Los Angeles, San Francisco and New York, Thrive Market turned the traditional VC model upside down by raising its first $10 million of capital from 150-plus influencers and mega-bloggers.
- People respond to authenticity when you’re talking about something you love.
- You can’t do it with a single junior hire, but having five junior hires that really care about the people they’re reaching out to and building relationships with is one of the best ways to really scale an influencer program in an authentic way.
- People don’t want to see or read something that feels like an ad.
- At the end of the day, the influencer is just a gateway to get to their people, so you have to imagine what is it that they’re receiving and sending that’s actually going to resonate with their audience.
- Building the relationship is the most important. I want to know they’ve spent a little time learning about me. What we do for brands takes a lot of time.
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