Ali is the founder and CEO of Be Social Group, a leading influencer marketing agency. You might remember her from Episode 469 and today we’re catching up to discuss the major growth journey she’s been on over the last two years! We get into how she pivoted during the pandemic, how Be Social connects influencers and brands, and the numerous ways to conduct a fruitful partnership between a brand and an influencer. We also talk about why brands are spending so much money on TikTok and how important it is for influencers to diversify their platforms. Plus, I ask Ali what she would do if she was a brand looking to launch and scale their influencer marketing strategy––grab your pen and paper because she dishes out so many juicy ideas!   IN THIS EPISODE, WE TALK ABOUT: How to introduce yourself to a brand and get on their radar The best way for a brand to get started with influencer marketing  The value of influencer events  What gifting schedules are and how they work with influencer marketing  How a brand should tackle its first influencer marketing campaign Mistakes and missed opportunities that she sees brands making with influencer marketing    RESOURCES Thank Thrive Causemetics. Check out thrivecausemetics.com/lori for 15% off your first order.  Thanks to Indeed for supporting Earn Your Happy. Go to indeed.com/happy to redeem a $75 sponsored job credit.  Sign up for The Spritz newsletter at litepink.com! Text PODCAST to 310-496-8363 for updates and a chance to be featured on the show!   CONNECT WITH ALI Follow Ali: @aligrant Follow Be Social Group: @besocialgroup Visit Be Social’s website: www.besocialpr.com Listen to Follow Me Podcast    CONNECT WITH LORI Follow me: @loriharder Follow Lite Pink: @drinklitepink Follow Earn Your Happy: @earnyourhappy Follow Girlfriends & Business: @girlfriendsandbusiness Listen to Girlfriends & Business   ABOUT ALI Ali Grant launched Be Social in 2012 as one of the first agencies with a hyper focus on executing influencer outreach and collaboration. Ali recognized the power of digital creators and built a business harnessing their influence. Today, the communications group is headquartered in Downtown Los Angeles specializing in influencer, media and events for brands and digital creators.   With Ali at the helm, Be Social has been named one of Inc.’s fastest growing businesses spearheading digital-forward campaigns across influencers, events and editorial. Accolades and press include Fast Company, Inc., WWD, PRWeek The Innovation 50, Forbes, Huffington Post, Fashion Monitor, Bulldog Reporter, Daily Front Row, BW Confidential, The Holmes Report, and more.    To further build on the mission to build brand awareness, Be Social has launched BrandEdit, a brand discovery platform. Be Social and Ali power the content creator app Createur alongside Tribe Dynamics. Ali is also a co-owner of organic craft hard seltzer, Ashland.   The firm supports and is partnered with the Freedom & Fashion non-profit, which uses the arts of fashion and beauty to empower youth overcoming trafficking, homelessness, and other injustices. Be Social has recently been acquired by Dolphin Entertainment, putting the company alongside some of entertainment’s greatest, such as 42West and The Door. Read the full story in Variety. Ali also hosts the agency’s podcast, Follow Me, which has been rated as a top 100 business podcast on iTunes.