What's Happening?
Marketing and communications teams within companies are increasingly at odds over who should manage relationships with influencers. This internal competition arises as brands rely more heavily on influencers to build credibility, reach new audiences,
and drive sales. The issue becomes problematic when different departments approach the same creator with conflicting priorities, budgets, and expectations. For instance, a communications team might spend months cultivating an earned relationship with a creator, unaware that their marketing colleagues have simultaneously offered the same individual a paid campaign. This lack of internal alignment can lead to inefficiencies and undermine the effectiveness of influencer partnerships. Experts like Justin Johnson, a creator economy expert, emphasize that the creator should ideally hear from only one voice within a company to avoid confusion and maintain a cohesive strategy. Nicole Kasper, co-founder of Odyssey Entertainment Group, suggests that influencer marketing teams often take the lead due to their day-to-day campaign involvement.
Why It's Important?
The struggle for ownership over influencer relationships has significant implications for U.S. businesses. Inconsistent messaging and competing demands from different internal teams can damage relationships with creators, who are crucial for brand outreach and authenticity. When creators receive conflicting instructions or offers, it can lead to frustration and a reluctance to engage in future partnerships, ultimately hindering a brand's ability to connect with target audiences. This internal disarray can also result in wasted resources, as departments might duplicate efforts or offer different compensation for similar engagements. The effectiveness of influencer marketing, which is projected to see U.S. ad spending reach $37 billion in 2025, hinges on streamlined operations and clear objectives. Without a unified approach, companies risk undermining the trust and genuine advocacy that make these partnerships valuable, potentially leading to diminished ROI on their influencer investments.
What's Next?
To address these internal conflicts, industry experts suggest that companies need to establish clear internal alignment before engaging with any creator. This involves defining specific goals for influencer partnerships, such as building credibility, expanding audience reach, or driving sales, and then agreeing on which team will manage the relationship. Kenny Gold, Edelman's global chief creator officer, advocates for a dedicated role responsible for both the execution and innovation of creator relationships, potentially situated alongside communications and marketing departments. This approach aims to integrate creators earlier into strategy, product, and messaging discussions, moving beyond just promotional activities. The goal is to ensure creators have the autonomy to speak in their own voice, as overly scripted content can erode audience trust. Companies are encouraged to take a longer-term view of these relationships, focusing on sustained engagement rather than just individual campaigns.
Beyond the Headlines
The internal struggle over influencer management highlights a broader organizational challenge within companies adapting to the evolving digital marketing landscape. It underscores the need for a more integrated approach to brand communication, where traditional departmental silos are broken down to foster collaboration. The ethical dimension also comes into play, as inconsistent internal communication can lead to creators feeling exploited or undervalued, especially if they are unknowingly engaged in both earned and paid capacities by the same brand. Furthermore, the emphasis on allowing creators to maintain their authentic voice points to a shift in consumer expectations, where genuine advocacy is valued over overt advertising. This trend suggests that brands that successfully navigate these internal complexities and empower creators will likely build stronger, more resilient connections with their audiences, fostering long-term brand loyalty and cultural relevance.
