It takes a village to craft a successful marketing campaign, and influencer content is no different.
As more and more brands recognize the power of creator-led marketing and dedicate growing chunks of their budgets to it in spite of global economic turbulence, there’s more opportunity for young professionals to emerge in the space, and help brands and creators collaborate effectively.
For one, brands seem to be more comfortable in letting influencers exercise more creative control over the sponsored content they publish — with the help of marketers to support them.
“Brands are becoming a lot more aware of the power of creators can have, and they’re a lot more ambitious with what they’re prepared to do,” said Henry Crisp, senior creative at the influencer-marketing agency Billion Dollar Boy. “Something I’m always keen to do is push brands to think about new and interesting ways to use creators beyond the obvious.”
Influencer marketing can help brands establish a connection with their potential customers, by leveraging the relationship of trust creators have built with their audiences.
“It’s such a multi-layered approach to marketing, and it connects deeper than any other type of marketing,” said Emmy Petit, an account manager at the influencer-marketing agency Digital Voices. “It’s not try-hard marketing. It’s about integrating the brand’s messaging into a creator’s authentic storytelling.”
Petit’s work at Digital Voices, and, similarly, that of Ellie Artone at agency Social Currant, has included working on campaigns around political or social issues that tapped creators to reach young people where they are — on social media.
In our inaugural list of rising stars in influencer marketing, Insider is highlighting professionals who are paving the way forward in the space, and who work in-house at brands, at marketing agencies, or creator-economy companies.
To compile this list, Insider relied on external nominations as well as our own reporting. To be considered, nominees must have had no more than three experience in influencer marketing, be based out of North America or the UK, and have contributed to their role in a meaningful manner, as determined by Insider’s team.
Here are 11 rising stars in influencer marketing, listed in alphabetical order by their company:
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