First of all, Instagram business accounts, you go to your insights, you look at what your average reach is, you divide that by your following, you get a percentage. If you're below 20%, that's not great. If you're between 20% and 30%, you're in a good solid, average place. If you're above 30%, you're doing pretty well, 30% to 50%. If you're above 50%, you're fucking killing it.

Learn those numbers, pay attention to them. Yes, there are a lot of big accounts that are not getting a lot of reach or impressions. If you are, you should definitely bring that up when you're talking to brands. You should say, “Hey, I know a lot of influencers who are getting 15% or 20% reach on their posts. I am on average getting 30%. Even though I have 50,000 followers, I have the reach of somebody with--”

Then you can say, “Hey, yeah, I know a lot of influencers who are getting 15% to 20% so actually, I am reaching as many people as the normal influencer with 100K.” I don't think you should necessarily alter prices yet because of that but it is a nice way to brag about the reach that you're getting. These are numbers that we're hoping to put more to the forefront over the next few months. It is something that, again, if you're over 30%, I think you should always be bragging about and drawing attention to the fact that some influencers aren't. I think brands should be asking more, "What's your percentage reach?"

A good way to get brands to start thinking about that is to bring it up yourself and make sure that you start that conversation. It's what we did with Follow Our Health and verified authentic followings. We were able to get influencers to start that conversation. That conversation then led to big brands like Procter & Gamble and Unilever saying they won't work with people with fake followers. That led to that big New York Times story.

Influencers started that conversation. You guys can start this conversation as well so just bring it up. If it’s good, if you're under 20%, I would try and fix that. I would do what you can to try and get that number up. If you're under 10%, again, I think that you have to have a serious conversation with yourself and figure out what is happening and try and fix it because that is a problem.