Brands are changing the way they work with influencers to connect with their young fans. Instead of treating an influencer marketing campaign like a one-off media buy, more brands are building long-term collabs and letting influencers do what they do best: create. For instance, SeatGeek has given online celebrity David Dobrik the reigns on the over 20 campaigns they’ve created together, which have garnered over 150 million views. Their Director of Influencer Marketing explains, “The creator is going to tell your brand story to their audience much more persuasively than you are to their audience.” (Digiday)
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