In today’s digital landscape, influencers are more than just trendsetters — they’re strategic partners for brands seeking authentic engagement.
But impactful influencer marketing isn’t accidental. According to Nicole Glover, Executive Creative Director – Digital at Penquin, success lies in strategic planning, mutual value, and a clear sense of purpose.
Here are 10 Useful Tips for Brands Who Want to Work with Influencers
1. Prioritise Audience Alignment Over Pure Reach
Chasing massive follower counts can be misleading. What truly matters is whether the influencer’s audience reflects your target market’s demographics, psychographics, and behaviours.
“A large follower count is merely a vanity metric if that audience isn’t genuinely interested in what you offer,” says Glover.
2. Seek Authenticity, Not Just Endorsement
Audiences can quickly sense when a brand partnership is inauthentic. The most effective influencers genuinely use and believe in the products they promote. That sincerity builds long-term credibility.
3. Prioritise Creative Credibility
Influencers are content creators. Assess their ability to produce compelling visuals and engaging platform-native content that aligns with your brand — while still feeling personal and real.
“Forced content performs poorly. Full stop,” Glover notes.
4. Focus on Engagement Quality, Not Just Quantity
True influence isn’t about how many people follow someone — it’s about how deeply they care. Look for creators who generate real conversations, thoughtful comments, and follower action.
“Deep, meaningful engagement is the true indicator of an influencer’s sway.” says Glover.
5. Be Platform-Smart
Each platform serves a different purpose. Make sure your campaign aligns with the platform your chosen influencer thrives on. Someone who’s a powerful storyteller on YouTube may not have the same pull on TikTok.
“Context is everything,” Glover advises.
6. Do Your Due Diligence
Audit an influencer’s past campaigns before partnering. Have they endorsed competitors? Are they promoting something new every week? Protect your brand’s credibility and ensure exclusivity.
“Your brand deserves exclusivity, not just space on a crowded carousel.” says Glover.
7. Give Creative Freedom – With Boundaries
Provide guidelines but avoid micromanaging. Influencers understand their audience better than you do. Trust them to adapt your brief into their unique style.
“True magic happens when influencers are empowered with creative freedom.” notes Glover.
8. Lock Down the Details
Treat influencer campaigns as professional partnerships. Clearly outline deliverables, timelines, approval processes, usage rights, and payment terms from the start.
“It’s a creative collaboration, but it’s also a business transaction,” Glover reminds.
9. Track What Matters
Don’t just count likes and followers. Measure sentiment, engagement rate, traffic, conversions, and return on investment. Successful campaigns are data-driven and results-oriented.
“Good influencer marketing isn’t guesswork — it’s measurable.” says Glover
10. Build Long-Term Partnerships
Avoid one-off posts. The most effective campaigns result from ongoing relationships where influencers become genuine advocates over time, building brand trust and loyalty.
“That’s when you see real brand equity,” Glover says.
Final Word: Intentional Influence Delivers Real Results
Influencer marketing isn’t a shortcut — it’s a strategic investment. Done right, it can spark emotional connection, elevate credibility, and deliver measurable business value.
“As brands, we need to move beyond the vanity of visibility and focus on meaningful impact,” Glover concludes. “At Penquin, we help brands navigate the influencer space with intention and clarity — from finding the right creators to building content that resonates.”
Watch this space for updates in the Hacks category on Running Wolf’s Rant.
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