We went to AdvertisingWeek 2024! Here’s everything you need to know when it comes to the most important influencer partnerships and conversations.

#1: Co-Creation = Power

  • What We Learned:
    • Collaborative partnerships are far more impactful, both for creators and their audiences.
    • When brands are open to feedback, creators feel empowered, resulting in content with potential for more impact. 
    • Audiences value when brands listen – positive feedback fuels influencer programming, but negative feedback is important for future partnerships and product launches. Acknowledging both enhances credibility and creates trust among your target community.
  • How We Can Apply It:
    • Show up in unexpected ways through community engagement. Comments on TikTok and Instagram can garner thousands of likes and spark conversations of their own.
    • Ask your partner questions when the program wraps to gather key learnings and metrics beyond typical performance impressions. Tap into the creator’s expertise!

#2: Authenticity = Key

  • What We Learned:
    • Consumers increasingly view influencer content (both paid and organic) as unrelatable.
    • Partnerships must feel authentic and allow for storytelling that resonates. Genuine connections engage the audience and leave a lasting impression.
  • How We Can Apply It:
    • Instead of inserting a product into a moment (i.e., National Coffee Day), connect with your favorite creators to see how they can authentically fit your product into their content and narrative.
    • Schedule brainstorm calls instead of traditional briefings with partners to streamline discovering how to authentically collaborate. Balance brand guidelines with giving creators room to bring their own vision to life.

#3: Strong partnerships often follow a formula that works

  • What We Learned:
    • When you find the right balance of brand alignment, creative freedom, and authenticity, sticking to a proven approach helps lead to success.
  • Consider these questions and follow these steps for a successful partnership:
    • Fields of Play: What audiences are you trying to reach? Arts + Entertainment? Sport + Wellness? Food + Beverage?
    • What Would Fit Well in the Sector: How are your target consumers making up both brands’ audiences? What values do the two (or more) brands have in common?
    • Authenticity in Partnerships: What can you do that will make consumers say “this is perfect?”
  • How We Can Apply It:
    • Ensure you keep up with consumer interests and demands.
    • Create culture –move quickly alongside what consumers have already established for your brand. Lean in!

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