Our Influencer Marketing Truth! 15,000 campaigns taught us one thing: Let creators create. Brands often miss the point. Creators aren't billboards—they're storytellers who know their audience best. Authentic content wins. Always.
CoFounder at The Sociable Society | Influencer Marketing | Creator Management | Brand Partnerships | Advisor
The Sociable Society has managed over 15,000 influencer marketing campaigns, and here's (still) the most consistently overlooked truth since 2015: “Let. Creators. Create.” It sounds simple, but brands — especially those new to influencer marketing — keep making the same crucial mistake: trying to force traditional advertising strategies onto a nascent and vastly different creator space. Picture this: An executive in a boardroom dictating exact scripts, rigid guidelines, and inflexible talking points to #creators who've spent the last few years building authentic relationships with their audiences in this post-pandemic, quickly changing/developing social media era. Here's what successful brands understand: ?? The best-performing content stays true to the creator's voice ?? The highest-converting campaigns prioritize authenticity over rigid scripts ?? Top results come from treating creators as creative partners, not billboards Think of influencer marketing like SEO — it's a data-driven journey that requires testing, learning, and refinement. Quick wins can happen, but sustainable success with creators comes from understanding what resonates with their specific audiences and continuously optimizing. The brands that struggle? They often write off influencer marketing as "ineffective" after trying to force traditional marketing approaches into a medium that demands authenticity and out-of-the-box approaches. What's your experience with #influencermarketing? Have you seen this disconnect between traditional marketing and creator partnerships? Let me know your thoughts on this below!
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