Influencer Marketing Agencies: Why Treating Your Brand Like a TV Network Wins

Lydia Lee, a social media and influencer marketing strategist with over 15 years of experience building brands to Inc 5000 status, walks through the exact framework she uses when entering a company as an influencer marketing architect. She argues that influencer marketing is a tactic, not a goal, and every program should start by identifying five company-wide goals before a single creator is contacted. From there, she breaks audience research down by channel, noting that the person buying on Amazon is a different consumer than the one buying on Instagram or TikTok. One of her most distinctive ideas is treating your brand like a TV network: defining four to six content series that attract your target audiences the way ABC or MSNBC use different programming to pull different viewers. Once those series are defined, she says, the right content partners, whether ghost creators, influencer collaborators, or design houses, become obvious.

Watch to see how she connects each of these decisions back to a single strategic ladder.