56357277_MIf there’s one trend that has dominated the later part of the decade, it’s the rise and prevalence of social media influencers. If you’re not familiar with them, influencers are people who curate online personas and develop a significant fan following. In other words, they are trendsetters, and consumers look to them for inspiration and direction on what’s up and coming.

So what does this mean for you? Here are four takeaways from influencer culture that could benefit your brand.

Branding matters. Instagram is all about visual appeal. That’s why influencers have eye-catching graphics and video that command attention. But don’t get so invested in the metrics that you lose sight of consistency. What you push out needs to be on-brand, too.

Be open to collaboration. Brands no longer operate in silos. Everyone—from musicians to personal trainers—is collaborating to gain a larger following or broader reach in return. The key is to find a complementary brand. For example, it makes sense that a luxury brand like Mercedes might align itself with Rolex or a fine liquor. All of these products would appeal to a certain affluent and discerning demographic.

Stay current on trends. Influencers are usually the first to embrace a new functionality within the app. So naturally, if you want to come across as plugged in, you need to put in the time to understand all the bells and whistles.

Take the conversation offline. You can’t put all your eggs in the one proverbial basket that is social media. Events are a great way to connect with your consumer base and get access to inside knowledge. Plus, they can build trust and inspire confidence.

Are you willing to put in the time to be Insta-fabulous?