‘Friendfluence’ is marketing that leverages authentic peer connections rather than aspirational influencer relationships. It’s peer-led, community-driven, and designed to feel like it’s coming from a trusted friend, not a brand playbook. Amy Weisberg, Commercial Director at RAPTOR explores how peer-led marketing is redefining influence with Gen Z, and why brands that embrace ‘Friendfluence’ can build trust, capture attention, and prove measurable value.
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