I started with influencer campaigns strictly in Russia. Small team, straightforward workflow. Now I’m expanding to the US market, and suddenly everything is twice as complicated.
I thought scaling would just mean “do the same process in a new market.” Wrong. It’s not just doubling the work—it’s multiplying the complexity.
The coordination issues started immediately:
- Different time zones mean async communication, which slows everything down
- Russian influencers and US influencers have different expectations around contracts, rates, timelines
- My team in Russia has built relationships with creators; my team in the US is starting from scratch
- The brief that works for Russian creators reads weird to US creators
- KPIs that make sense in one market feel off in the other
I tried just duplicating our Russian workflow for the US market, but it didn’t stick. The content, the communication style, the approval process—all had to be slightly different.
Now I’m trying to understand: should I be building a unified influencer strategy that spans both markets, or should I accept that Russia and the US need separate strategies that just happen to run in parallel?
I’ve heard about platforms that have collaboration spaces designed for this kind of cross-market work, where teams can sync up and share frameworks, but I’m not sure if that’s just buzzword bingo or if it actually helps with the real operational chaos.
How do you manage influencer campaigns across multiple markets without creating silos or driving your team crazy? Do you have a unified strategy, or do you treat each market separately but try to maintain some consistency? And what tools or processes actually help with the coordination?