What Brands Need To Know Before Working With Creators
Don’t confuse influencer marketing with traditional brand marketing.
Influencer marketing isn’t the same as a brand marketing its own product. The way conversions happen and the style of content that performs are often very different. What works on a brand’s account almost certainly won’t translate the same on an influencer’s channel. That said, brands can take key learnings, like the messages that convert and the talking points that resonate and allow influencers to adapt them authentically to their own voice.
Trust the creator’s expertise
It’s crucial to let influencers apply their own insights, analytics, and best practices to ensure content feels organic and fits naturally alongside their other posts. Encourage experimentation with formats, and don’t force the brand name into the first three seconds.
Hooks, placement, and soft selling
We all know that the hook is the most important part and this can instantly disengage an audience. Often product placement with influencers is just as powerful as a direct call to action to purchase. The aim is to get the product in front of the right people and let it integrate naturally, it doesn’t always need a discount code or a hard sell.
Measuring impact beyond discount codes
Attributing conversions to influences can be challenging unless you go down the root of discount codes. However, my recommendation to all brands would be to have a post purchase checkout questionnaire asking customers where they heard about the product, and even which influencer influenced them. This provides a far more authentic data than tracking solely via codes and helps brands understand impact in a real, human way.
Think long-term, not instant sales
Finally, remember that influencer marketing doesn’t always deliver immediate sales, it can be something that builds quietly over time. The ultimate goal should be brand salience, being the first brand that comes to mind when a customer needs your product. Not every campaign will convert instantly, but when done right, it creates lasting awareness and trust.
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