In this practical and eye‑opening session, Jen shared how influencer marketing has evolved from a single channel tactic to a central driver of modern brand growth.
Drawing on campaigns for brands like JD Sports, Surfshark, Adobe and DoorDash, she explained why social platforms demand new levels of creativity, scale and measurement and how marketers can respond.
Here are some of the standout takeaways:
- Influencer marketing is now a full‑funnel strategy, not a bolt‑on.
Brands need to weave creators into organic content, paid ads, brand‑owned channels, events and even product co‑creation – rather than treating influencer work as a one‑off campaign. - Volume and localisation are the new battlegrounds.
To cut through on TikTok, Reels, YouTube Shorts and LinkedIn, brands must produce huge amounts of creator‑led content, tailored by market and culture, at a scale many haven’t planned for. - Performance and partnership go hand in hand.
Agencies like Jen’s guarantee impressions, CPA targets and ROI benchmarks, ensuring creators’ incentives are aligned with brand goals. Long‑term relationships with micro‑ and mid‑tier influencers often deliver the strongest returns. - The old marketing funnel is dead – think infinity loops.
Discovery, hype, purchase and community now feed each other continuously. Smart brands build obsession through launches (like Wonderskin’s viral lip stain) and sustain it with always‑on content rooted in clear brand values. - AI is a creative partner, not a replacement.
While AI‑generated content can boost creativity, consumers still crave authenticity and human connection – and social platforms reward content that sparks genuine emotion and community.
