By Tom Gent, Co-Founder and Head of Creative, Founder Creative
The relationship between brands and influencers has never been stronger. Partnering with the right personalities can elevate a brand’s visibility, shift perception and drive serious sales.
Thanks to their enormous reach on social media, influencers and celebrities offer brands an instant connection to highly engaged audiences. They’re no longer just individuals; they are brands themselves.
With awards season, major product launches and viral trends constantly shaping the marketing world, brands are always looking for ways to leverage star power.
But working with high-profile influencers and celebrities isn’t without its challenges. Tight schedules, brand alignment and a lack of authenticity can all be make or break factors.
So how can brands make the most of their time with influencers to create campaigns that truly resonate?
The star holds the power
Brands often have ambitious ideas when it comes to incorporating influencers into their campaigns. They want eye-catching viral moments that feel fresh and authentic. But one of the biggest hurdles is time, or lack of it.
Influencers and celebrities are constantly juggling commitments, from content shoots and brand deals to personal projects, meaning brands have to work around their availability. In many cases, it’s not about what the brand wants, it’s about what the talent is willing and able to do. This requires brands to be flexible and prepared for last-minute changes.
The key to success? Make it easy for them.
A great way to maximise an influencer’s impact is by putting them in a setting that feels fresh but still aligns with their brand. Audiences have already seen their polished, curated content, so what’s next?
Maybe it’s a behind the scenes look, a humorous twist, or an unexpected collaboration. Think about how Clash of Clans placed Erling Haaland in a domestic setting, it was different yet familiar, engaging yet authentic. The same principle applies to influencers.
By positioning them in a new but relevant environment, brands can create moments that feel unique while still playing to the influencer’s strengths. Additionally, collaborating with influencers on creative concepts rather than dictating the entire process can lead to more compelling and genuine content. Since influencers know their audience best, giving them some creative freedom can result in content that is more likely to resonate and drive engagement. Influencer content works best when brands adapt, stay flexible and trust the creators they work with.
The easier you make it, the better the results.
Stay ready, stay flexible
When planning a campaign, consider that influencers may not want to stick to a strict script. Instead of forcing them into something that feels unnatural, let them lean into their own voice and style. They’ve built their audience by being themselves, and their followers expect authenticity. If a brand tries to shoehorn them into something overly scripted or unnatural, people will see right through it.
At the end of the day, influencers aren’t actors. Long scripted monologues rarely work. Instead keep messaging short, sharp and natural Let them do what they do best, connect with their audience in a way that feels real.
Another tip would be to maximise efficiency.
If an influencer is only available for an hour, make every second count. Pre-plan shots, use body doubles for secondary content and streamline the creative process to avoid unnecessary delays. If they’re comfortable and engaged, you’ll get the best possible performance.
So, what’s they key to a successful influencer campaign? Keep things simple, stay flexible and always have a backup plan. Nail those, and your brand could be next in line for a viral moment.
And remember, collaboration and authenticity are the foundation of a strong influencer-brand relationship. If you can create content that feels true to both the brand and the influencer, audiences will take notice and engage in ways that truly move the needle.
