In the past, advertising was straightforward: Choose media outlets; purchase “real estate;” and control Creative. But as influencers take up the coveted crown of social currency, it's time for a new approach.

Although the advertising landscape has transformed, you still hold the keys to creative control—as long as you keep these points in mind when working with the new media:

𝐓𝐫𝐢𝐠𝐠𝐞𝐫 𝐚𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜𝐢𝐭𝐲. Treat influencers as humans with emotional facets, and they'll produce relatable, impactful content their followers want to share.

𝐀𝐢𝐦 𝐭𝐨 𝐢𝐧𝐬𝐩𝐢𝐫𝐞. Go beyond contractual obligations to motivate influencers to exceed expectations, multiplying your impact.

𝐄𝐧𝐜𝐨𝐮𝐫𝐚𝐠𝐞 𝐜𝐨𝐧𝐭𝐚𝐠𝐢𝐨𝐮𝐬 𝐜𝐨𝐧𝐭𝐞𝐧𝐭. Construct appealing environments that serve as natural backdrops for influencer content, leading to immersive, captivating posts that spread.

𝐒𝐭𝐚𝐲 𝐩𝐫𝐨𝐚𝐜𝐭𝐢𝐯𝐞. Join the conversation as soon as initial posts go live to maximize visibility and relevance. This requires pre-planning your own content from the same experience.

Embracing the power of influencers and experiential agencies can position your brand as an industry leader. How else can you adapt and thrive in this new era of media?