Andy Warhol most famously quoted, “In the future everybody will be world famous for fifteen minutes.”

As things have turned out, the rise of celebrity culture and reality television in the Western world since then has shown Warhol to be quite prophetic. And thanks to social media, the prediction has once again been taken one step further with the creation of ‘Influencers’.

But when most marketers think about influencers, they think about brand advocates or celebrities. Yet it’s ‘micro influencers’, or Instagram and YouTube stars, that hold a great deal of social media power and are the best for garnering high-quality, word-of-mouth results.

Micro influencers are not traditional celebrities, but rather your average, every day individuals who work in their category or are truly knowledgeable, passionate and authentic and are seen as a trusted source when it comes to recommendations for what to buy.

Cashing in on this phenomenon is Juliet Potter, head of leading Sydney PR agency Girl PR who has launched micro influencer meets brands business, Prize Hunter.

With a few influencer agencies on the block, Potter’s model is unique in that it was created and designed with the PR agent in mind, who, unlike their advertising counterparts, are not provided with budgets in order to guarantee coverage.

Prize Hunter is free for PRs or brands to post products, services or invites to events.

Micro influencers, who are vetted members, in turn aren’t paid. They’re only provided with the introduction and product with all subsequent coverage genuine. And it is this which Ms Potter believes to be the entire premise and strength of social media, which, at its core promises real, true, and authentic content. It’s in the very nature of this unpaid PR coverage that lies its power – consumers are more likely to believe a recommendation from another when not paid to do so.

“Prize Hunter is very similar to a dating agency, think a Tinder for brand and micro influencers, in that we’re simply the conduit in introducing the two,” says Girl PR’s Juliet Potter.

“The influencers can choose the brands they are attracted to, resulting in a date, and ultimately creating genuine coverage for our clients. This means they may attend an event, receive a sample or product to trial or giveaway and cover it as they want to.”

The micro influencers want introduction to the hottest brands and latest products delivered to them, with Prize Hunter they don’t have to search for it– this site allows PRs to not only save time and money in reversing the PR process with interested influencers contacting them after just one post on the website, but most importantly, above all else, no money changes hands.

“It’s bringing PR back to home base and keeping it real. I strongly believe as we are increasingly swamped with obvious and paid advertising endorsements on all mediums – with social media particularly – the ‘recommendations’ will eventually wear thin, eventually becoming yet another advertisement we zone out of.”

“The digital industry is always shape-shifting and will continue to grow,” she adds. “It’s a particularly exciting time. But at the end of the day, consumers need to trust a recommendation and, unlike other influencer agencies, Prize Hunter allows for coverage that is obtained purely based on the introduction and love of the product and makes the PR’s job easier.”

Source: Prize Hunter