In episode 34 I spoke with Mae Karwowski about how brands can use influencer marketing effectively to growth their businesses. While influencer marketing has been around for ages, it’s hugely developed as a marketing channel in the last few years.

The biggest mistake brands make is treating it as a performance marketing channel. Sending over some copy and creative, being too prescriptive with requirements, and effectively just putting their own post on an influencers page. It doesn’t work. 

Influencer marketing is more like a partnership or an affiliate model. You’re engaging with another brand and asking them to promote your product to their audience, and that needs to be respected.

Mae Karwowski is the founder and CEO of Obviously, a leading global influencer marketing agency and technology platform. Under her leadership since she launched the agency in 2014, Obviously has become the global standard of influencer marketing by providing the best full service client experience, managing complexity and scale of influencer work, and using data analysis to inform all strategies.