Home Data-Driven Thinking Ready to Experiment With Influencer Marketing? 3 Strategies For Getting Started

Ready to Experiment With Influencer Marketing? 3 Strategies For Getting Started

Jason Chitwood, general manager of MarketerHire for Agencies

Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Jason Chitwood, general manager of MarketerHire for Agencies.

The creator economy grew during the COVID-19 pandemic, as audiences turned to content for entertainment more than ever before. More than 50 million independent content creators, curators and community builders drove the influencer marketing industry to $13.8B in 2021, with an estimated reach of more than $104 billion globally in 2022.

However, investing client budgets into new media platforms can feel like a significant departure from traditional marketing. 

With that said, if executed correctly, this approach – working closely with creators and influencers – can be less expensive than traditional media and can afford agencies and brands a much more targeted avenue for building trust and loyalty. 

How can brands get it right? Here are three recommendations to keep in mind.

Go where your audience is

Successful brands understand where their audience lives online and how that audience consumes content.

Consider generational preference on social media: While Gen Z searches for highly visual content to engage with via TikTok and Instagram, millennials use multiple platforms to amplify their personal brands. Gen X, meanwhile, is even more addicted to social media than their younger counterparts, spending an average of nearly 7 hours a week on social networks. 

Maintain authenticity across platforms

Authenticity has always been crucial to successful marketing, no matter the platform. But ensuring authenticity in influencer marketing campaigns is arguably even more critical. 


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Millennials and Gen Z in particular often have strong BS detectors for brands attempting to pander to them. Thirty percent have admitted to unfollowing brands and creators if their content is perceived as inauthentic. They want to support brands that stand for something – beyond a product or service – and demonstrate loyalty to brands with similar outlooks on topics like social justice, the environment and equality. Successful marketers focus on building partnerships with influencers by identifying how their brand aligns with the creator’s vision before considering a campaign.

Hire influencer marketing specialists 

Staffing volatility is one of the biggest challenges brands face today. In fact, nearly one in two marketers has revealed a plan to leave their current jobs.

That means brands not only need to quickly and efficiently scale talent across all phases of marketing; they also need to work with experts who understand how to capitalize on the rapidly evolving marketing universe. Influencer marketing is just one example of a niche tactic that requires unique expertise.

As new marketing strategies and channels emerge, it is critical for agencies and brands to shift how they target audiences, evaluate opportunities and measure success. To capitalize on game-changing marketing techniques, marketing teams need expertise, scalability and operational efficiency.

Follow MarketerHire (@MarketerHire) and AdExchanger (@adexchanger) on Twitter.

Must Read

Forget ROAS? The New Retail Metrics Game

Hey Readers, Welcome back to the AdExchanger Commerce Media Newsletter. Thanks for reading! This week, we’re examining the challenges involving online ad metrics. Which are, for the most part, relics of a bygone age. Take last-touch attribution or when a passing glance at half an ad gets rubber-stamped as viewable. And don’t get me started […]


Perion Shutters Content IQ, Its Made-For-Advertising Division

Laptop fans can rest a little easier. A network of well-known MFA sites operated by Perion-owned Content IQ have been taken offline.

‘Incrementality’ Is The Buzzword That Stole Prog IO

Well, that’s a wrap on Programmatic IO Las Vegas 2024! The AdExchanger editorial hopped on stage for a live recording of The Big Story to round up all the moments that made us go “a-ha” this week, including observations on commerce media, CTV and generative AI.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Paramount And Shopsense Add Programmatic Demand To Their Shoppable Ad Network

What if the new storefront is a person sitting on their couch and scrolling their phone?

Scott’s Miracle-Gro Is Seeing Green With Retail Media

It’s lawn season – and you know what that means. Scott’s Miracle-Gro commercials, of course. Except this time, spots for Scott’s will be brought to you by The Home Depot’s retail media network.

Walled Garden Platforms Are Drowning Marketers In Self-Attributed Sales

Sales are way up; ROAS is through the roof across search, social and ecommerce. At least, that’s what the ad platforms say.