On this topic, read also our blog: How to do product placement on Instagram

[Dimaeiya333]

Emily highlights that “it’s not just about followers, it’s about content, trust, interest and engagement.” This approach has become increasingly relevant for brands, who are prioritising collaboration with micro-influencers to take advantage of their strong connections with the community.

Micro -influencers , who have between 10,000 and 100,000 followers, can be harder to locate in a specific niche. However, they can be easily found by searching for relevant hashtags and brand mentions in each sector. It is essential that the creator’s community credibility exceeds 70% to be worth collaborating with. Additionally, a creator’s value can be assessed through several factors such as the frequency of their posts, their activity in the community, the growth of their followers, and the level of engagement they generate.

2. Be realistic: recognize when influencers have fake followers on social media
Emily Cooper (Lily Collins) shares her new life on the streets of Paris and gains followers every day. Source: Instagram

With every post of Paris, her outfits , or her friends, Emily has been racking up likes and followers since episode number one of season one. We're sure her followers are real, mostly captivated by authentic content; however, with rapid growth and viral videos, fake profiles often get leaked, especially on platforms like TikTok and Instagram.

It’s no secret that many influencers buy followers to boost their credibility or impress brands they want to collaborate with. As such, marketers need to pay special attention to the authenticity of these creators’ community. To make this process easier, Kolsquare offers a credibility score feature that uses a scale of 0 to 100. This tool helps marketers determine the percentage of real followers in a profile’s audience. It uses artificial intelligence to detect the presence of bots, inactive followers, purchased likes, and fake followers.

We recommend you read: These tips will help you identify fake influencers.

3. It's all about the network: how to recognize the brands and influencers that suit you
Emily argues in the series that you shouldn't leave the selection of influencers, and ultimately the followers they bring with them, to chance. The third marketing lesson is therefore that creators should be selected based on whether or not they are familiar with the brand. Whether you're the founder of a startup or work in the marketing department of a large company, there are influencers available today for every niche and at a wide range of price points.

To begin this selection process, you need to have an overview of the campaign's intention, clearly know who and what you want to reach with the collaboration. Do you want to raise awareness of the brand and gain followers for your social media accounts? Or do you want to increase conversions and generate more sales?

A next step is to define the age, location, and interests of your target group and research whether there are already posts about your product or brand. If not, there are surely posts about your niche. Enter the appropriate hashtags a vp r&d email database nd find creators who regularly produce content on these topics. You can also check whether a creator has had successful collaborations with other brands in your sector. Additionally, you can check the earned media value (EMV) on influencer marketing analytics platforms like Kolsquare. The golden rule: creators should match your brand’s values, style, and approach to ensure authenticity.

AMI Paris, Rimowa and McDonald's: Product placement in 'Emily in Paris' as a key marketing strategy
Fashion brand AMI Paris is leveraging the success of the Netflix series as a clever marketing gimmick. The company has made an appearance at the fictional French Open, reflecting its foray into sports partnerships, including its recent collaboration with Puma.


In addition to working with influencers, strategic partnerships between brands can increase visibility and create win-win situations. Emily proposes a collaboration between (fictional) high-end designer Pierre Cadault and (real) luggage brand Rimowa, suggesting to print Pierre’s face on the new Rimowa handbag collection. This collaboration between two fashion giants promises to generate a lot of buzz around the product.