Working with Instagram Influencers

I had the pleasure of speaking with Mae Karwowski, the founder and CEO of, a leading global influencer-marketing agency and technology platform. Mae shares some amazing tips on working with influencers and how you can forge relationships to build your brand.   She shares how to vet the instagram influencers and how to gage their engagement rate.  Also suggests looking at how many sponsored posts they are doing, and how much engagement they actually get. Mae suggests looking at influencers you want to build a brand with.  She suggests checking out a couple of influencers sites called  Hype Auditor, Grin, and Klear (Now Izea), that might be able to help connect you with influencers.

Under her leadership since she launched the agency in 2014, has become the global standard of influencer marketing by providing the best full service client experience, managing complexity and scale of influencer work, and using data analysis to inform all strategies.

With thousands of campaigns under her belt, Mae is a recognized expert on the influencer industry and has been widely quoted in the press, appearing in publications such as the New York Times, Wall Street Journal, Financial Times, NPR, CNBC, and the Washington Post.

Obviously’s clients include iconic brands such as Amazon, Ulta, Lyft, Google, Coca-Cola, and Hasbro, and in 2019, Mae won both the Campaign Female Frontier Award and the Adweek Fastest Growing Agency award.

Before founding Obviously, Mae directed social media for Gilt City, part of Gilt Groupe, and oversaw social execution for clients such as Bravo, UGG, and Coca-Cola with the agency 360i.

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Written by Sarah Shaw

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