How do you create an effective influencer marketing strategy?

I start by defining clear goals—whether it’s brand awareness, engagement, or conversions. This helps shape the rest of the strategy.

Next, I identify the right influencers by focusing on those who align with the brand’s values and target audience, not just those with large followings. Micro-influencers or niche creators often perform better, as they have engaged, targeted communities.

Then, I focus on collaborating with influencers in a way that gives them creative freedom. Their content resonates best when it feels authentic to their audience. Instead of rigid guidelines, I provide key messaging points and let them tailor it to fit their style.

I also ensure the campaign is multi-channel, leveraging platforms like Instagram, TikTok, and YouTube depending on where the audience is most active. Using a mix of content types—like product reviews, tutorials, or behind-the-scenes posts—keeps the campaign engaging.

Finally, I track performance metrics throughout the campaign—such as engagement, clicks, and conversions—making adjustments as needed. Influencer marketing is all about relationship-building and trust, so keeping communication open with influencers throughout ensures long-term success beyond just one campaign.