Marketers wouldn't run a Facebook ad that shows to a user only once and expect results. Yet, they do this with influencers via one-off posts. Success requires repeat exposure to build trust and brand association, making long-term partnerships essential and one-off campaigns inherently flawed.

Because B2B buying cycles are long, one-off influencer posts are less effective. A recurring presence over 3-6 months or longer builds trust and keeps the brand top-of-mind for when buyers are actually in-market.

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.

The effectiveness of large-scale influencer marketing is waning as audiences recognize inauthentic paid promotions. A better strategy is to identify smaller creators, or 'trust brokers,' with high engagement and genuine community trust. Focus on building real, long-term, mutually beneficial relationships rather than transactional one-off posts.

Brands mistakenly buy single posts from influencers, which yields poor results. The effective approach is to form long-term, integrated partnerships with creators who have built a network (events, newsletters, social), treating it as a strategic investment rather than a one-time transaction.

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.

To achieve authentic endorsements, brands must simulate a long-term relationship before a big deal. This involves seeding product, buying smaller media like podcast ad reads, and confirming genuine usage first. This manufactured history makes the eventual large-scale partnership believable to the creator's audience, as it doesn't appear out of nowhere.

Instead of cold-pitching influencers, Buy Rosie Jane identifies creators who already organically love and post about their products. They then approach these authentic fans to either license existing content or collaborate on new paid projects, ensuring genuine enthusiasm and audience trust.

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.