“Niche is the new mass now as social media algorithms favor content – people’s individual stories that reflect societal realities are rising to the top. So it really has dramatically changed how we work with influencers. We’ve rethought everything from first party data to CRM, how our influencer strategy is tied into events and how we think about the role of influencers as advisors for product innovation and for go–market. For instance, just like Americans in general, influencers have left these mega cities because they can create content from wherever they are. So in the last 12 months we’ve now done influencer events in Dallas, Houston, Atlanta, Nashville, Chicago and we continue on this journey to discover new markets.”