- Insider is recognizing the top influencer-marketing execs at brands like Chipotle and HelloFresh.
- These 17 power players have run innovative campaigns and created lasting partnerships.
- They work with creators on platforms like YouTube, Instagram, and TikTok.
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Being an effective influencer-marketing exec sometimes means knowing when to give up control.
“I think a lot of brands make the mistake of sending over these incredibly complex and restrictive creative briefs,” said Ian Borthwick, SeatGeek’s director of influencer marketing. “Ultimately, those produce bad influencer marketing. It’s important to take the backseat and let the influencer do what they do best.”
As the influencer industry grows, more companies are turning to digital stars to help drive sales. By 2022, brands are set to spend up to $15 billion on influencer marketing, according to Insider Intelligence.
Influencer-marketing campaigns happen across all major social-media platforms, like YouTube, Instagram, TikTok, Snapchat, Pinterest, and podcasting apps. Marketers hire social stars to promote a brand or product in exchange for compensation.
Typically, the goal of a campaign is to promote a product or service and convert an influencer’s followers into paying customers.
Some brands hire an outside agency to…