Former BrewDog CEO James Watt is planning to launch a new influencer marketing business just weeks after stepping down from his post at the Scottish brewery and pub chain.

The app, titled ‘Social Tip’ has been designed as a way for normal consumers to become influencers by using social media to post about brands and products.

Watt’s Social Tip will then rewards users with money based on the different levels of engagement that their content has achieved. The move comes as public trust in big-name influencers continues to wane.

“On a macro level, a lot of major influencers aren’t offering the return to businesses now that they were a few years ago. Yes, they have smaller individual followings, but there is more benefit to having hundreds of those than spending the same amount on one big name,” Watt said.

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“What people engage with is changing and people are looking for something more authentic. We don’t think there is anything more authentic than customers who actually use and cheerlead your products spreading that.

“Yes, they have smaller individual followings, but there is more benefit to having hundreds of those than spending the same amount on one big name.”

He will now lead the new venture alongside former Zilch chief technical officer, Thomas Matecki and former Supper MD, Georgia Lee. The fledgling app is already working with Dash Water, Huel and Pure Gym.

Watt added: “The businesses we are speaking to are really excited about the prospect of this.

“We will be marketing ourselves from day one, so people see the opportunity to make money from their posts, but companies will also be wanting their customers to be aware of this, aware of the opportunity to share their experience while profiting from it.”