Business
Eighteen-year-old Lily Cozad had no idea she was involved in influencer marketing when she and her college friend started a T-shirt business out of their dorm rooms, but that was when she learned first-hand that people trust people more than ads. Today, as influencer marketing coordinator at Kodiak Cakes, Lily focuses on cultivating personal relationships with her influencers — members of the Kodiak Den — in order to accurately assess whether Kodiak Cakes wants to work with them and to reinforce authentic partnerships.So mix up some Kodiak pancake mix, fire up the stove-top, and listen to this mini-episode filled with influencer-brand relationship advice for an effective social strategy.