At PrettyGreen, influencer marketing has always been part of our DNA – we’ve worked with Nando’s on its influencer programme since its very beginnings and ‘earned’ ongoing influencer relations are key to the work we do with Nintendo, Audible and Kopparberg.

We use our Influencer Collision Model to identify the right influencers and inform the way we work with them, whilst also ensuring the brand, influencer and target audience worlds are aligned.  It helps us to frame the big questions. Who to work with? What content to create? Earned or paid?  So we can create a strategy that is right for the brand and its audience.

Over the last few years we’ve also helped a number of brands – sloggi, Oasis and Comedy Central, to name a few – to collaborate with digital influencers on a paid partnership basis to create meaningful content that is relevant to their target audience.

There’s one thing we know for sure…influencers will continue to be a trusted source of information who have the power to shape thinking when people are making purchase decisions, so they need to be central to any marketing campaign, not an afterthought.