Should You Bet on Influencers?
Several years ago, while leading global communications at an international organization, my team and I were under pressure to rapidly increase visibility in one specific region. After extensive media campaigns, it became clear that traditional channels alone would not deliver the breakthrough we needed. To amp engagement, we designed a campaign that combined media outreach with influencers.
We adopted a tiered approach: pairing a celebrity with a large Gen Z following alongside respected specialists who were deeply trusted in their fields. The specialists delivered thoughtful, high-quality engagement. The celebrity, however, seemed more focused on travel arrangements than the campaign itself. A reminder that visibility does not always equal value.
That experience underscored an important truth: influencers can be powerful, but they are not a magic bullet. They can elevate visibility, but only when carefully chosen, managed, and integrated into a broader strategy. Which raises the question: how can organizations use influencers wisely, in ways that deliver real value without unnecessary risk?
See through your audience’s eyes
Effective influencer partnerships start with your audience, not with hype. Invest in research to understand who they follow, trust, and admire. The right voice is the one that resonates with them, not necessarily the one with the biggest following.
Protect your brand’s uniqueness
An influencer should reflect your brand’s DNA, not dilute it. Resist the urge to chase the same “it” person everyone else is using. Credibility comes from alignment, not trendiness.
Define success, and measure it
Whether you are aiming for conversions, greater share of voice, or broader awareness, define what success looks like before you begin. Document it clearly, ensure the influencer and their agent understand expectations, and make measurement part of the contract.
Keep it in context
An influencer campaign is one spoke in the marketing wheel. It can amplify visibility, but it only delivers real impact when it supports and connects with your broader communications, branding, and fundraising strategies.
Protect your reputation
Contracts are not just paperwork, they are brand insurance. Outline scope of work, timelines, deliverables, and success metrics, and include an exit clause. If an influencer’s reputation takes a hit, you need a defined path to safeguard your own.
Influencer marketing can be exciting, even energizing. But the shine of a celebrity name should never blind you to the bigger picture: credibility, alignment, and long-term brand health. Used strategically, influencers can be a valuable lever. Used carelessly, they can cost more than they deliver.