Although I wasn’t directly involved in running a campaign, my internship at the startup jewelry company Steinhardt & Stones this summer involved brainstorming and implementing an influencer marketing program. My unique perspective, shaped by my experiences and interactions with other influencer campaigns, allowed me to offer valuable insights to help guide the company in making informed decisions. We chose to target newly engaged influencers and gift them jewelry that we felt aligned with their online aesthetic.

The most important factor, without a doubt, is ensuring that the collaboration feels authentic. There must be a genuine connection and trust between the influencer and their audience. A large following doesn’t always equate to meaningful impressions or real results. It’s crucial that, if this collaboration takes place, the influencer’s audience isn’t confused by the partnership, as that could undermine the integrity of their message.