Influencers have been used to reach target audiences for longer than many might imagine. While the status of “influencer” has certainly taken off since the rise of YouTubers and online celebrities, notable people have served as influencers to promote causes and businesses for centuries. Today, partnering with those who have huge followings and can influence the behaviors and actions of target audiences has evolved into an impactful tactic that brands of all stripes are keen to leverage.
With so many possible combinations and potential points of contact, developing a lucrative partnership with an influencer for a marketing campaign can be a challenging and time-consuming project, full of trial and error. To clear up confusion around the process and help marketers avoid common missteps, 14 members of Forbes Agency Council share their No. 1 tips for the smart use of influencer marketing and navigating partnerships below.