How to tap into influencers’ creativity while keeping your brand center stage

A brand partnership with a well-known influencer can cut through the noise — but it can also steal the spotlight from a brand. By applying methodological rigor and creative disciplines, brands can leverage the power of social marketing without pushing their message to the sidelines.

In a retail landscape where shoppers prize authenticity, purchase decisions are often shaped by tastemakers — and the marketers who join forces with them. But launching a successful campaign isn’t as simple as collaborating with the biggest name available. A half-baked partnership or phoned-in endorsement can fail to deliver the benefit to a brand, according to Ipsos research.

Effective campaigns begin with a consideration of how brand and influencer can connect. Even a niche account can be the right spokesperson — if they’re passionate and trusted by their audience. This capacity for empathy and relatability is where influencer marketing shines.

For further reading

• Exploring a TikTok influencer strategy? Here are five keys to success.
• What the Future: Teen
• Putting the “Social” Back into Social Media