Expert Advice on Influencer Marketing
Influencer marketing has become a cornerstone of modern brand strategies, evolving from an experimental tactic to a powerful tool for driving awareness and conversions. Fortune Business Insights reports that the global influencer marketing platform market size was valued at over $20 billion in 2024, and that’s predicted to grow to over $71 billion by 2032.
As consumers grow savvier, brands face increasing pressure to ensure these partnerships remain authentic and results-driven. To address this challenge, we turned to the CMO Think Tank, a curated group of marketing leaders with deep expertise in strategy, content, and brand-building. Drawing on their experience, this article explores actionable strategies to help brands navigate the complexities of influencer marketing in today’s competitive environment.
The Changing Dynamics of Influencer Marketing
Balancing Awareness and Conversions in Marketing
Erin Nourijanian, Vice President of Marketing at UBS Arena, has seen firsthand how consumer expectations around influencer content have evolved. “Consumers are more aware of what is an ad and what isn’t, yet still, they are easily influenced by trusted figures online,” she notes. According to Nourijanian, the goals of influencer marketing can differ significantly based on a brand’s maturity. For newer brands, awareness might be the primary objective, while established brands often prioritize conversions.
This dual focus underscores the importance of aligning influencer campaigns with clear objectives, whether it’s building brand visibility or driving measurable return on investment (ROI).
“Consumers are more aware of what is an ad and what isn’t, yet still, they are easily influenced by trusted figures online.”
Creativity and Originality in a Saturated Space
Jason Fishman, CEO of Digital Niche Agency, highlights the growing challenge of audience fatigue in influencer marketing. “With the oversaturation of paid influencer promotions and audience fatigue of generic placements, brands now need to strive for originality, creativity, and overall, being memorable,” he explains. Fishman emphasizes a return to the basics of content marketing—creating engaging, shareable content that resonates with audiences and encourages viral activity.
According to Influencer Marketing Hub’s 2024 Benchmark Report, 59% of marketers who use influencer marketing plan to increase budgets during 2025, and nearly 25% of those surveyed say they plan to spend over 40% of their overall marketing budget on influencer campaigns. With this much interest and money being poured into influencer marketing, it can be hard to stand out. By asking, “What can an influencer post that will stimulate viral activity?” brands can craft campaigns designed to cut through the noise and make a lasting impression.
“Brands now need to strive for originality, creativity, and overall, being memorable.”
Authenticity, Transparency, and Analytics in Influencer Partnerships
Heather Stickler, CMO of Tidal Basin Group, believes the key to successful influencer marketing lies in authenticity. “Picking influencers who genuinely vibe with your brand is key—those whose style and audience genuinely match what you’re selling,” she advises. Stickler also stresses the importance of transparency, noting that being clear about sponsored content helps maintain trust.
Another critical component is analytics. “Always keep an eye on the data,” Stickler adds. “Track engagement and sales conversions to ensure these partnerships are not just cool but also effective.”
Actionable Strategies for Authentic and Results-Driven Influencer Partnerships
To help brands optimize their influencer marketing efforts, the CMO Think Tank offers the following practical steps:
- Define Clear Objectives: Start by determining whether your goal is awareness, engagement, or conversions. Align your influencer selection and campaign strategy with these objectives.
- Choose the Right Influencers: Focus on influencers whose values, tone, and audience align with your brand. Don’t overlook micro-influencers, who often deliver higher engagement rates within niche communities.
- Prioritize Authenticity: Partner with influencers who genuinely believe in your product or service. Authentic endorsements resonate more with audiences and build trust.
- Create Engaging, Shareable Content: Collaborate with influencers to develop content that sparks curiosity and encourages social sharing. Think beyond generic promotions to craft campaigns that stand out.
- Be Transparent: Clearly disclose sponsored content to maintain credibility with audiences. Transparency fosters trust and better ensures compliance with advertising regulations.
- Measure and Optimize: Use analytics tools to track key metrics such as engagement, conversions, and ROI. Continuously refine your strategy based on data insights.
Keys to Effective Influencer Marketing
Influencer marketing is at a crossroads, requiring brands to adapt to shifting consumer expectations and a crowded digital landscape. As Erin Nourijanian, Jason Fishman, and Heather Stickler illustrate, the key lies in authenticity, creativity, and data-driven decision-making. By embracing these principles, brands can build meaningful partnerships that drive measurable results, highlighting influencer marketing as a valuable component of overall strategy.
