Influencer Success with Wix's Sarah Adam

Influencer Marketing is a very exciting and dynamic form of Marketing in which Brands, both B2C and B2B, partner with Influencers within their target market on various content collaborations to leverage the Influencers’ content creation and distribution abilities, in the aim to deliver the brand’s message in an authentic way across social media. For example, a brand may be launching a new product and pay Influencers to post about it on their social media channels.

There are many factors and it depends on the campaign brief, goals, KPI and target audience. Once you have all that sorted out and clearly defined, you should start the Influencer Discovery phase. Things to look out for when choosing the right Influencers for your campaign include - Influencer’s profession/title, number of followers, number of average views, engagement rates, quality of content, unique style and more.

B2B Influencer Marketing on LinkedIn is a very interesting trend to follow. More and more B2B brands have jumped on the bandwagon and will continue to do so in 2025. Videos, posts, and LinkedIn Lives are just some of the options available today that we will be seeing more of, and more creative usages of this year.

When a brand is looking to partner with Influencers, they are usually interested in leveraging the Influencers’ content creation abilities as well as distribution abilities. In other words, the brand would like the Influencer to create the content and post it on the Influencer’s channels, to reach their audience. However, there are many cases in which a brand is not interested in the Influencer’s distribution abilities and instead is only interested in their content creation abilities. This is also referred to as UGC - user generated content. The brand essentially outsources content services to the Influencer and then uses the content/video as they wish on the brand channels or as paid ads across social media. Both methods are highly effective and depend on the brief.

Creative Freedom is a very important value for us. This means that when we work with Influencers, we do our best to give them the creative freedom they need to do what they do best - create content that works. After all, they know their audience better than we do, they know what will pop and what will flop. So we must trust them. However, for this to work, we need to choose the Influencers wisely and invest the time and effort needed in this process. Also, before they start to create the content, we make sure to provide a clear brief, and make sure the content goals are known and understood.

My team and I get pitched to by Influencers all the time. The ones that catch my attention, are the ones that are short and precise, include some name-dropping of other brands they have partnered with in the past, and an example or two of content angles they suggest doing if we were to work with them. This shows me they have done their homework.

I define a micro-influencer as an Influencer with good content creation abilities however smaller following, say up to 10K followers. I highly appreciate and enjoy working with such Influencers because so many of them are terrific content creators, that invest a lot of time and thought into their content, are not afraid to take a real deep dive into the product they are promoting and are also open to changes and new ideas. Many of them are also known for their high engagement rates and they are known as community leaders in their specific niches.

The beauty of working with Influencers is to let go. That is the secret sauce. Brands need to put their ego aside, trust the Influencer they have chosen to work with, and get comfortable with content that is not being created by them. Good Influencer content is content that is on-brand to the Influencer, not the brand. Content that is authentic. Brands that are too afraid to jump and take this risk, will never succeed in this industry.