How a brand can lose it with just one post

How a brand can lose it with just one post
Sean Treacy: the teenage film-maker teamed up with Future Labs to make a YouTube documentary on teen influencers

Influencer marketing is easy to get wrong – that’s why it’s vital that brands don’t become control freaks when they take over the timeline

Brands beware. You may not yet feel the full force of their spending power, but your future “Gen Z” customers are watching you, and they don’t forget.

At just 19, Harry Beard is the young co-founder of fledgling brand consultancy Future Labs.

As Beard sees it, “Gen Z-ers” – digital natives aged 23 and younger – have a nose for authenticity and a fierce aversion to flaky messaging.

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