Influencer marketing is still a young line item, the pricing is all over the shop, and you can spend real money on a creator without ever being sure what you got back. So plenty of teams treat it with one eyebrow raised.
But the problem was never influencers.
Most brands treat influence as one big post, from one big name, a single moment they hope lands. The brands getting real value treat it as a relationship instead: the same credible people showing up more than once, who actually believe in the product.
The brands getting this right do three things differently.
In this playbook, based on a conversation with Jess Hatzis, co-founder of Frank Body and Willow & Blake, we cover three things ecommerce operators need to know about getting more from influencers for less:
Influence works on frequency, not one big post, so the same credible people need to show up for you again and again
Pick creators who already believe in your product, then treat them like partners rather than a media buy
Bring creators together in person and do it on repeat, which buys frequency, content and a real bond for about a tenth of the cost
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