That includes influencer marketing.
But here’s the mistake I’ve seen (and made):
Treating influencers like media inventory. Or worse — like TV channels.
The difference?
TV audiences hated the ads, but not the channel.
Influencer audiences will dump the creator — and your brand — in a heartbeat.
So what’s at stake isn’t just your brand,
It’s also theirs.
When you partner with a creator, you’re borrowing three things:
→ Their audience
→ Their credibility
→ Their content instincts
Here’s how I approach influencer marketing (see attached tracker):
Pick based on actual content performance — not just follower count
Start small, reach out directly, and scale what works
Measure saves (“this is useful”) and shares (“this makes me look good”)
Keep one clear message — not ten talking points
Review content performance with the influencer (only possible if there’s trust)
Here's a tip for really good content - treat them like partners.
Not agencies.
Not freelancers.
Partners.
Because you’re not buying everything with that brief and fee.
And it shows when you think you are.
The best work happens when creators trust you.
And trust is built:
In the way you write a brief
In how you respond to early drafts
In every “We won’t ask you to fake it” conversation
In how much control you’re willing to share
When creators believe in your product — and your intention —
They go the extra mile without being asked.
I’ve added a simple tracker to help you measure influencer performance better. Would love to here what works for you and your category! Drop a comment below.
FounderLabs
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