1) Influencer marketing is the fastest growing marketing channel for customer acquisition. While audiences don't necessarily equal advocacy, influencers with smaller audiences tend to have higher engagement rates. 2) The practice of paid influencer marketing faces challenges regarding transparency and ethics. Regulations are advancing to enforce greater transparency, while costs of working with celebrity influencers continue to rise. 3) Successful influencer marketing involves identifying relevant influencers for your target market or cause based on audience interests, and tailoring your messaging and strategy to the appropriate platforms. Craftsman's influencer campaign focused on racing fans and professionals, driving a 27% acquisition rate.