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Making an authentic impact: The important role of influencers

With more products than ever now launching direct to consumer, influencers are increasingly significant. In this Natural Products Expo West 2019 deeper dive into the social media conversation, New Hope Network’s Jessie Shafer gives an overview of her new company role in cultivating and creating a network of influencers, then introduces us to two such visionaries that share different perspectives about working with brands.

“My audience’s trust in me is so important that I really don’t want to risk that in any way … I would rather make my money in different ways instead of just depending on sponsorship.”

— Michelle Tam, Nom Nom Paleo

Part 1: Overview from New Hope Network’s Jessie Shafer

Highlights:

  • Learn more about New Hope Network’s Influencer Summit and the Influencer Co-op.
  • Discover the Fab 5 Influencer Team and their hot topics from Natural Products Expo West 2019.

Part 2: East vs. West: two influencers offer different perspectives

Highlights:

  • Strategies for discussing health topics on social media from Chelsea Williams of That's Chelsea.
  • Dos and don’ts for pitching to influencers from Williams.
  • Most influencers want a long-term partnership with a brand, not just a one-off campaign, Williams says.
  • I really think of my readers as my best friends: make it useful, make it delightful, says Michelle Tam of Nom Nom Paleo.
  • The respect has to go both ways; you have to appreciate what I can bring and not just what you’re bringing to me, Tam says

This session—Connecting with the Changing Consumer: Making It Personal—The Role of Influencers—was recorded at Natural Products Expo West 2019. Click "download" below to access the presentation slides.

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