Creator marketing is more than a social media tactic—it’s a tool every department can use for measurable results. Here’s how each team can benefit:
- PR & Brand Marketing
- Boost awareness and credibility by partnering with Creators who align with your brand values and sharing their content across channels. Creators engage authentically with their audiences and can quickly build trust and excitement for major campaigns.
- Digital & Affiliate Marketing
- Drive online sales by working with Creators known for conversions in your category. Use data to choose the best partners, and utilize their content for ads, emails, and product pages to improve ROI.
- In-Store Initiatives
- Increase foot traffic by collaborating with local Creators who can bring attention to store launches or events. Their in-person visits and real-life experiences help create authentic connections and promote loyalty.
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How All Departments Can Leverage Influencer Marketing
Just as different departments serve various purposes for one brand, influencer marketing can cross departmental lines to achieve different goals. But the last thing a brand needs is to double their time, effort, and budgets for conflicting or duplicative results. Instead, brands should combine resources and utilize a trusted partner to ensure they are streamlining their production and maximizing their opportunity.
With an influencer marketing expert as a partner, they can vet the Creators that are right for each departmental and identify who can do ‘double duty’ and achieve cross-department goals and who should specifically be cast to fulfill a singular objective. These determinations are all based on a rich data set and ensure budgets are being used effectively.
Each brand will have a perspective as to how influencer marketing looks across different departments so while priorities vary and overlap, here are some consistent trends we have seen as it relates to different teams and how they utilize influencer marketing.
Public Relations & Brand Marketing
PR and Brand Marketing departments are all about amplifying important announcements, generating news, building external support, and strategically placing messages to reinforce the brand’s larger narrative.
By working with the right influencers, they are able to leverage these partners to manage their reputation and tell the brands’ story to achieve engagement and reach based goals.
Since Creators communicate with their audience on a frequent basis compared to traditional ‘celebrities’ they have an established presence in their followers’ homes and feeds. This is key when there is a need to generate a substantial amount of authentic awareness and buzz around the brand and its products.
Creators can help strengthen or reposition the brand based on the specific objectives of that campaign. With the primary focus is on reach and awareness, it is critical that this team has an influencer marketing partner who can identify which Creators will be the best fit to fulfill the brand’s mission and where possible, Creators who also achieve goals for other departments.
For example, content created on behalf of PR and brand marketing teams can typically be repurposed for the social team’s own use. It’s imperative that the right contracts and guidelines are in place for the social team to also get what they need from these partnerships.
Digital & Affiliate Marketing
Usually focused on ROI-based objectives, digital and affiliate marketing teams are looking for ways to drive sales to their e-commerce destinations. The right partner can identify and prioritize Creators who have strong conversion rates in various categories and at specific price points. By leveraging historical performance data, the most impactful Creators will be hand-selected to promote specific products or categories.
As with imagery created for PR-centric campaigns, content created for this department can typically also be leveraged on the brand’s own social channels, marketing emails, and onsite. If your budget does not allow for full content usage in the initial contract, this is something that can easily be licensed on an ad-hoc basis — another way to make the most of your investment.
As Creators are already featuring and styling your product, use this chance to shoot your new-in product if traditional photoshoots are not currently an option. This is something that we’re seeing more and more as brands face challenges with hosting traditional photoshoots as new products continue to be released.
Many digital teams are requesting that Creators shoot exclusive content that they then feature onsite on product pages, regardless of whether they need the Creators to cross-promote the content on their channels.
In-Store
Partnering with Creators who have a strong regional or local presence is a powerful way to drive in-store traffic, which is a priority for brick-and-mortars and in-store teams. You want your local community to experience the store and shopping experience in real life, when possible, which will inspire loyalty.
Whether it’s promoting new store openings or showing their audience how easy contactless pick up is, you can involve Creators by having them visit the store and show their audience how to safely shop in-person.
This team can tap into local Creators as an effective approach to fulfill these objectives or alternately, align with their other departments to license influencer imagery to use for in-store displays.
Content Creators: They’ll Work Toward Your Goals, No Matter the Department
Regardless of where influencer marketing sits within your organization, it’s imperative to align your initiatives so that you broaden the scope of opportunity with your partnerships.
Whether an influencer is cast with ROI or awareness in mind, using data to make this decision can help determine where and how they can be used in the most strategic way possible. Without a doubt, you would benefit from the help of an influencer marketing partner to assist your teams in navigating these casting and execution decisions.
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Blog originally published in August 2020 and updated in July 2025.