This article originally appeared on our company blog.

That orange color look familiar? If you’ve been on Instagram in the past week or so, it might. Dozens of influencers (also known as Instagram celebrities or a variety of other terms) have posted that simple orange color with a caption about Fyre Festival.

With the amount of saturation in the festival market, the organizers behind Fyre really pulled out all the stops with this campaign. Seeing these kind of campaigns in the real world means that there’s an opportunity for analysis.

To take a step back, influencer marketing is a fancy way to say that you’re utilizing the social reach of popular social media users to sell your product. These kind of campaigns are extremely popular nowadays, especially for fashion, anything that’s a product, certain kinds of experiences (such as this festival), you get the idea.

Generally, an approach for those who don’t have as much of a budget as the Fyre organizers seem to have would be to find influencers in your niche, that fit your brand, and determine an arrangement with them. The idea is to find a good enough fit that it makes sense for both the influencer’s personal brand and for your company — this can often be done just in exchange for product/service. You’ll need to pay something a lot of the time, but this market is poorly developed at this time and it’s very difficult to price how much Sally with 50k followers can charge. Due to that, you’ll often find good deals.

The idea goes back to trust. With the rise of social media, you can follow your favorite celebs. You’ll see Dwayne Johnson’s posts alongside your hometown friends’, and it’s almost like the celebrity is just another buddy of yours. Very quickly, this was monetized and advertisers found that they can reach potential customers on a whole other level. Especially in industries such as fashion, where all you need is a few celeb mentions and you’re suddenly getting hundreds of sales, this type of marketing is driving huge returns for brands.

Back to Fyre. Anyone who follows a bunch of top models would have noticed their recent Bahamian getaway. Only after the big orange reveal was it obvious that the whole build-up was an ad in itself. Either way, the organizers were successful in getting this festival top-of-mind amongst their audience. The fact alone that articles such as this are being written are a testament to their success so far in differentiating themselves from the pack.

If you have a brand that can benefit from influencer marketing, and you aren’t looking into it already, I would highly recommend it. It can be tricky and a bit disorganized to find the right people to promote your brand, but it’s a much more democratized form of PR and for advertisers on a budget, can be a much better use of time and money than more traditional routes.

I’m head of Digital Strategy at FOMO Studio, a boutique digital creative agency in NYC. Among other things, we handle influencer marketing campaigns for brands.