Historically, influencer marketing has been about leveraging individuals with name recognition, massive reach, and simply putting a product in their hands to showcase to followers. This is tantamount to a billboard and is essentially just 'social broadcasting.' However, as the industry matures, we are seeing a more nuanced approach that puts more consideration into activating an influencer marketing campaign. These considerations include who are the relevant influencers to work with and why, how can brands get the most out of them, and what are the best practices for ensuring a strategic and successful approach. I will be speaking about these considerations and how brands can effectively use influencers to ensure a more holistic and balanced approach to their social media/digital marketing mix.