Loading...

Kate edwards headshot

Why “Real People” Are Your Next Influencers

Kate Edwards
COO & Co-Founder at Heartbeat

Kate is the COO and Co-Founder of Heartbeat, a Techstars LA company and marketing technology platform that enables brands to connect directly with its 200,000+ millennial and GenZ brand ambassadors, creating scalable, ROI-focused user-generated content campaigns on social media. She is thrilled to be able to follow her heart and empower the voices of real people at Heartbeat every day.

Prior to Heartbeat, Kate worked at innovative matchmaking startup Three Day Rule, which was funded by Match/IAC, and has been featured on numerous podcasts, panels, and TV shows. Kate attended Brown University and worked at top creative advertising agencies JWT and Publicis New York on clients Procter & Gamble and Johnson & Johnson. Kate received her MBA at UCLA Anderson as an Easton Technology Fellow. Kate has also consulted and advised many startups in the Los Angeles area on marketing, operations, strategy, and fundraising. She currently serves as President of the Techstars LA Board.

Course Description:

Companies can no longer arbitrage Google or Facebook ads to acquire customers, email is losing its effectiveness, good loyalty or retention programs are expensive to build, and influencer marketing is still mostly un-measurable. In this session, we will explore what it takes for a company to actually build a brand and loyal following. Kate will present case studies of how companies are working with nano influencers, or “real people” with about 2,000 followers, to spread the word authentically and measurably.

Attendees will leave this session with a better understanding of how to:


  • Navigate the current state of influencers

  • Best leverage all levels of influencers from nano to micro to macro

  • Use nano influencers or "regular people" as the best way to communicate your brand