Yesterday we announced a shift in the direction of @fohrco from "influencer marketing" to "ambassador marketing". I want to explain it in a bit more depth.

The uncomfortable truth that nobody in the space talks about is a lot of influencer marketing doesn’t work. It’s become too transactional, too expensive, too much about chasing a paycheck then about building a partnership

Over the last 7.5 years, 2,500 campaigns and $30 million paid to influencers we have found what works and works incredibly well: building ambassador programs with influencers and creators who have and develop real, tangible love for a brand.

The ambassador programs we are running are outperforming our clients paid Facebook and at times outperforming their retargeting ad. When done well it is TRANSFORMATIVE.

So we are shifting our business and following what works and from today on @fohrco is an ambassador marketing platform.

We are excited to work with influencers who answer to their audience, not their accountants, who add value to the world, not fill it with more noise. Who want to work 10-20 brands the love, not 100 they don't care about.

We know the posts that actually work, that move the needle are guided by honesty and not overly controlled by a brief.

We will remind our brand and influencer partners that while we are in the business of storytelling, that doesn't include fairy tales.

Over the coming weeks we will be releasing a comprehensive set of rules which will guide the technology we build and campaigns we run. You can follow along here: https://www.instagram.com/fohr.co/ 

If you're interested in hearing more I am doing a little webinar on this and our rules on Thursday and you can RSVP here: https://fohr.zoom.us/webinar/register/WN_-PmqIUlTQnCNdiPDKyPb2Q