To embark on a successful influencer marketing campaign, clarity is paramount. Be precise in your brief to creators without stifling their creativity. As Creator Jose Roman astutely pointed out, brands that script every detail can deter authentic content creation. Instead, focus on defining what your brand stands for and what success looks like for your campaign. Anna Kai, another panelist, emphasized the value of brand details. Sharing insights about your brand can spark authenticity, aligning the content with your brand's essence.

Among the plethora of metrics, engagement should be your top priority. Julie Selig of L'Oréal considers engagement the number one Key Performance Indicator (KPI). She asserts that engagement is the driving force behind other metrics like reach and watch time. Unlike reach, which can be bought, engagement can only be earned through high-quality content that resonates with your audience.

Authenticity reigns supreme in influencer marketing. It starts with selecting creators who align with your brand's values and resonate with your target audience. Daisy Boateng emphasized the trust established during the initial casting process as a fundamental building block for authenticity throughout the campaign.

TikTok emerged as a standout platform during the panel discussion. Daisy Boateng dubbed it "the most cost-effective" platform for influencer marketing. TikTok offers unparalleled reach and engagement, thanks to its democratized content creation and community-centric approach. Moreover, TikTok often sets the stage for pop culture trends, making it essential for staying current.

Incorporating your product into creator content should feel organic. Anna Kai suggested that products need not appear within the first three seconds of content. Instead, focus on crafting a hook that captures the viewer's attention and keeps them engaged. When done right, product integration can flow naturally within the content.