A few years back when online influencer was starting to become a thing, I decided to make a list of people who I perceived to have plenty of “influence” online. The idea was to give them free merch in the hopes that they would post Zerothreetwo Clothing on their feeds. I didn’t know what to look for. So I decided to look for Instagram accounts with a high follower count and high engagement rates. After making the list, I couldn’t make myself to give 90% of these people our stuff.