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The Influencer Tightrope
Discover how to navigate elevated moments in influencer marketing, balancing human connection with brand safety and trust.
Master the Tightrope
Influencer marketing is a balancing act. Learn how Edelman helps brands walk the line between authentic connection and brand safety during today’s most critical cultural moments.
Walking the Tightrope: Brooks Miller & Kelsey Russell on Navigating Influencer Marketing
Influencer marketing isn’t just a tactic, it's an art. And as the influencer marketing industry has grown, walking the "tightrope" of running successful campaigns has gotten more and more precarious. In this interview, Brooks Miller, EVP, Influencer Marketing, and influencer Kelsey Russell dive deep into the challenges and rewards of influencer partnerships in today’s fast-changing world.
📌 Key takeaways:
— How influencers build trust through authenticity
— The risks brands face when influencers go off script
— Brooks’ rules for balancing risk and reward in influencer marketing
How We Can Help
Brand Safety Trust & Reputation
We employ advanced vetting, our Crisis & Risk team, our dedicated Business Affairs, EGA and specialized AI tools to ensure every influencer we suggest is a trusted, brand-safe partner.
Connection to Culture and Community
With programs like Influencer Inside, the Gen Z lab, the Longevity Lab, UEG Sports Lab, The Current and more, we have endless centers of excellent to ensure your brand is moving at the speed of culture.
Influencer and Celebrity Activation
From first post to the Met Gala, we have trained teams that can handle the entire lifecycle of an influencer’s career, through 360 brand activations. We are also platform agnostic and talent agnostic, able to work with literally any influencer on the planet. Our team has nearly one thousand years of experience collectively.
Social First Content Production
Our Creator Bench can make custom content for brand-owned social that’s steeped in best practices and trends on each platform – whether that’s long form video, trending posts or whitepapers.
Award Winning Content & Strategy
Our Influencer work has won Cannes Lions, Shorty Awards, Webbys and more. We have a data driven approach to reporting, ensuring ROI on every post.
Strategic Partnerships & Tech Stack
Our DXI team & bespoke tech stack allow us to measure everything from reach to Brand Lift and our ongoing partnership development helps us tackle evolutions of the creator economy.