Influencer marketing has exploded over the last two years and as marketers continue looking for the best ways to engage social media audiences, we can probably expect influencers to become an increasingly important part of digital marketing strategies. Why? Social media audiences are willing to engage with brands, but when it comes to decisions about what to buy, they trust the word of their friends, family and other social media connections. Indeed, both brands and consumers are excited about influencer marketing. However, most brands fall into the trap of thinking reach is the only indication of influence. According to Inga Johnson, svp of marketing Experticity, an agency that connects brands with influencers, the “fame model” can actually undermine the real power behind influencer marketing.