As the creator economy continues to flourish—it’s now valued in the billions—influencers are building brands by being themselves and letting people into the most vulnerable, authentic parts of their lives.
At Bayer Consumer Health, vp of brand integration, PR, social media and influencers Denise Vitola believes the corporate world can learn a thing or two from the influencers they partner with.
Vitola was joined at Adweek’s Social Media Week by Bayer influencer partner Jamie Hess (@NYCFitFam) to discuss why authenticity and storytelling are key to influencer marketing.
Embracing authenticity for meaningful partnerships
When it comes to brand-creator partnerships, the panelists agreed on the paramount role that authenticity plays, emphasizing that campaigns rooted in genuine values have a far-reaching impact.
“Everything
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