9 INFLUENCER MARKETING LESSONS FROM STORYLANE'S HEAD OF MARKETING

Summary from the TLDR Marketing newsletter

Smaller creators often outperform larger ones because they're more affordable and work harder than larger ones. Building a curated influencer portfolio takes time, and 3 months is enough to evaluate partnerships. Over-controlling a creator's content kills authenticity. Work closely on the brief to give them all the context they need, but let their voice shine through. Influencer onboarding and management is a full-time job in itself.