Influencers don’t just promote a product. They come up with useful ideas on how to use the product. Followers engage with this useful content, share it with their friends, pin it on Pinterest and come back to it later when they want to try the idea for themselves.

Most influencers won’t publish content that doesn’t resonate with their audience, or fit their own brand, and no agency worth working with would hire influencers who aren’t a good fit for a brand’s campaign.