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When looking for an influencer to work with, it's tempting to go for those with huge amount of fans and followers. This is perfectly understandable, as you obviously want your business or product promoted to as many people as possible. However, numbers aren't everything.

Engaging with my fans has helped me grow to more than 3 million followers.

The people that you have around you are your biggest influence.

Influence is like a savings account. The less you use it, the more you've got.

I'm very close with my fans. I'm very involved with my fans, so I've seen the influence that I can have on a child or on the mind of somebody.

My best advice for anyone out there that feels like, 'I don't have a million followers so why should I even give it a shot,' is that it's not about the numbers - it's about the engagement. That's how you can build influence.

Influence, people think about it as someone you like but influence is also what you're revolted by. In fact, often it's what you're running away from.

The influencer strategy hasn't been built around celebrities. We're looking for influencers within every marketplace, who are the people who help influence decision-makers within that community.

When influential people speak, conversations spread like ripples in a pond. And those ripples are multidirectional; influencers inspire everyone around them to explore new ideas and think differently about their work.

I don't like to think of my readership as 'fans,' a word which has always suggested a kind of power relationship I'm uncomfortable with.