---
id: "action-foster-two-way-interaction"
type: "action-item"
source_timestamps: ["§ Connectedness: From Metrics to Mutuality"]
tags: ["campaign-design", "engagement"]
related: ["concept-connectedness", "entity-sephora"]
action: "Design campaigns that require influencers to actively engage in two-way dialogue with their followers."
outcome: "Transforms passive viewers into active participants, deepening emotional connectedness."
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-foci-65-influencer-marketing-trust"
sourceUrl: "https://hbr.org/2025/12/how-to-do-influencer-marketing-that-customers-actually-trust"
sourceTitle: "How to Do Influencer Marketing That Customers Actually Trust"
---
# Foster Two-Way Community Interaction

**Action.** Design influencer campaigns that require **reciprocal interaction** rather than passive broadcasting. Encourage influencers to host **live Q&As**, respond to comments and DMs, and offer personalized advice — the [[entity-sephora-d4|Sephora Squad]] model.

**Expected outcome.** Transforms passive viewers into active participants, deepening emotional [[concept-connectedness|Connectedness]].

Directly counters the "billboard" failure mode ([[quote-statues-in-museums]], [[entity-sugarbearhair|SugarBearHair]]).


## Related across articles
- [[action-build-offline-community-hubs]]
- [[action-monitor-brand-buzzwords]]