Brands are getting increasingly better at creating content, but Klout co-founder Joe Fernandez thinks there’s another area they still have to improve: influencer marketing.

“We all look to our friends and network, these people that influence us to broker our time and interest — whether it’s for products or ideas,” Joe said. “It’s absolutely critical that brands nurture these relationships and in a sense piggyback on the trust and audience these influencers have gained. It’s one to one to many marketing.”

Today, content creation is easier than ever. Consumers are adapting to this new freedom fast, considering the trillions of photos, videos, and other types of content people are creating. This means fewer and fewer people are going to be just listeners. Marketers’ greatest challenge and need is to spark and grow the brand/consumer dialogue – encouraging topical content creation and brand advocacy.

Watch the full interview with Joe above to get his insights on the emergence of influencer marketing and his advice for brands. You can also hear more from Joe on the future of influencer marketing at the 2nd annual Visual Revolution Summit! Request your invite.

About The Author

Monica is a book hoarder and gets overexcited about community-driven marketing. She lives in New York City and dreams of a day when a landlord will let her have a cat.

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