Report

Stop Churning Through Influencers, And Start Building Partnerships

Build A Partnership Ecosystem Around Valuable Cocreation

August 19th, 2021
With contributors:
Oliwia Berdak, Collin Colburn, Jay Pattisall, Jessica Liu, Jay McBain, Zaklina Ber, Christine Turley

Summary

Marketers are going to struggle more and more to commission influencers for one-off sponsorships as influencers find new ways to make their living. Innovative brands demonstrate that longer-term partnerships built on a spectrum of motivations will lead to higher performance and a better relationship between partner and brand. Marketers should think broadly about partners as part of a larger ecosystem of value. This report describes how the landscape for working with influencers and partners is changing and how marketers should respond.

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