Why Brands Are In It for the Long Haul When Picking Influencers

Marketers are no longer chasing one-off stunts, which often read as inauthentic

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When Billie Schaub started working at the CBD brand Ned in December, she pitched her reluctant CEOs an influencer marketing strategy. After a less-than-fruitful history of working with creators, that approach was, Schaub recalls being told, “the best way to flush money down the toilet.” 

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This story first appeared in the April 4, 2022, issue of Adweek magazine. Click here to subscribe.