Don't just pay influencers for a single post. Instead, view them as skilled content creators. Hire them to produce a library of authentic, vlog-style videos that you can then use in your own ad campaigns. This leverages their creative talent for scalable assets, not just a one-off audience blast.

To preserve authenticity, treat the creative brief as the destination (the goal, the key message), but let the creator 'drive.' They know their audience and platform best. Overly prescriptive briefs with scripts or restrictive guardrails kill the authenticity that makes influencer marketing effective, turning the content into a generic ad.

Forcing brand messaging on an influencer leads to inauthentic content that fails to resonate. A better approach is to educate them on your product and collaborate on an angle that aligns with their established voice and topics. Authenticity drives distribution and engagement, making the partnership more effective than a boilerplate promotion.

The most effective influencer collaborations aren't just transactional. They share three key traits: the influencer genuinely believes in the product, they creatively connect with the brand's DNA, and they consistently go above and beyond contractual obligations. This authenticity resonates with consumers.

Lemlist's influencer philosophy is to never sell a feature directly. Instead, they brief creators to teach a valuable method that solves a real pain. The product is positioned as a tool that makes executing the method easier, but isn't required, which leads to more authentic content.

Unlike awareness, which can be purchased, true authenticity is unattainable for most brands directly. The most effective use of influencers is tapping into their pre-built, genuine communities to gain credibility and trust. This allows a brand to "borrow" the equity of authenticity from creators who have already earned it.

To achieve genuine endorsements, brands must trust creators. Instead of providing rigid scripts, give them key message points and the freedom to tell the story in their own voice. This creative liberty results in more authentic advertising that resonates with the creator's audience.

To get high-performing assets, move beyond simple messaging points in your briefs. Get 'maniacal' with details: specify lighting, shooting style, and even how to engage with the brand's posts. Reference the influencer's own past successful content as a 'North Star' to guide their creative freedom within your brand's guardrails.

Most marketers jump straight to finding influencers. The crucial first step is aligning on what success looks like with all stakeholders (marketing, sales, C-suite). Different departmental goals, like booked demos versus brand awareness, fundamentally change the campaign's strategy and creator selection.