There are people with huge Instagram reach and an affinity for Taco Bell, who the chains hires as partners. These partners are paid to post photos (or Snapchats, or YouTube videos) of Taco Bell on their own accounts. Taco Bell is increasingly reaching out to "micro-influencers," or people who may not have a huge social reach but who are trusted and relevant in their communities.
"We all think about our personal brands — anyone who participates in social media is almost intuitively thinking about how to document experiences and how things become badges," Marisa Thalberg, Taco Bell's CMO, said.
In other words, while Taco Bell has a brand, so do it's customers. In 2017, Taco Bell's success depends on becoming a part of their customers' personal brands — and convincing them to help market the chain's new menu offerings.
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