It’s not just celebrities who wield influence for your brand. It’s your followers, fans and customers, too.
When you start to look at all these audience segments as influencers, you look for opportunities to market with them, not just to them.
Your customers in particular are essentially your brand community: a group of customers who are invested in more than what is being sold. They become a part of the brand itself and engage with your product in ways beyond making a purchase.