While some marketers believe that brands should be focusing on the engagement rates of influencers instead of prioritising vanity metrics, influencer marketing agency Gushcloud says it depends on the needs and priorities of the brand. Althea Lim, the group chief executive of the Singapore-based agency explains to The Drum for certain brands, awareness is key.

Gushcloud International, our portfolio company specialising in global influencer marketing understands that there is no one size fits all approach when it comes to working with influencers. There has to be trust, and a genuine relationship between clients and influencers, in order to drive the right reactions and engagement for the brand.

This is why Gushcloud focuses on bridging genuine relationships, fostering trust and open communication between brands and influencers that allow them to achieve their objectives more effectively.

Read more for what founder and CEO Althea Lim has to say on the global influencer marketing landscape on The Drum.