Why influencer content creation is a partnership, not a sponsorship

“The bubble is going to burst.”

That’s what we all kept hearing in the influencer marketing space in BC (before COVID). And then, the world changed for the worse. But for the tiny corner of the internet where influencers rule, one good thing came out of the monstrous shift in our way of life. And that is a shift back to authenticity. If you didn’t adapt, you got called out. You either thought long and hard about change, or you got #cancelled.

For years, influencer marketing has become highly transactional. It’s focused on what the ROI is for brands versus how the influencer connects with their communities. At imre, we bring back the power of human influence and orchestrate how that influence is used to reach real people. Ultimately, we orchestrate human connections, not brand campaigns. And that’s what I want to double click on a bit more: partnership not sponsorship.