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For some creators on Instagram and Snapchat, their followers are the real influencers. Their followers decide what they like, what they want more of and will voice any dissatisfaction with the influencer if they post something off-brand.
The relational dynamic between influencers and followers is something companies are starting to tap into, like /Nyden, an offshoot ecommerce and fashion brand from H&M that recently hired 10 influencers, like The Blonde Collective, Alyssa in the City, East Coast Fox and Catch
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