Why it matters

Many brands are working with influencers to reach consumers on digital, but these programs often feel short term in nature and lacking in authenticity. Finding the right partner – and identifying mutual benefits for a brand and an influencer – can be a significant challenge.


  • It is important to balance the need for fresh, engaging material with the benefits that can result from longer-term partnerships.
  • Crafting a brief that meets the brand’s needs but also inspires an influencer’s sense of creativity is essential.
  • While influencer partnerships can be cost-effective, marketers should be aware of the budgets needed to create quality content.

Oneika Raymond is the host of two digital series from the Travel Channel – “Big City, Little Budget” and “One Bag and You’re Out” – as well as writing the “Oneika the Traveller” blog.