I’ve been thinking about the influencer partnerships we’ve built across LATAM and US, and I’m noticing a pattern: the campaigns that deliver the best short-term results often don’t lead to long-term relationships, and vice versa. There’s a disconnect.
Short-term dynamics: I brief an influencer, they deliver content, metrics look good, campaign wraps, we move on. Everyone’s happy, but we’re back to zero for the next campaign. There’s no continuity.
Long-term dynamics: I build genuine relationships with fewer influencers, give them more creative freedom, involve them in strategy—but sometimes the immediate campaign performance is softer because I’m asking them to take bigger risks or try things that don’t have a proven track record.
The question I’m wrestling with: how do you design influencer partnerships that are both strong in the short term and sustainable over time?
I think part of it comes down to communication and transparency. If an influencer understands not just the deliverable (“post this content”) but the strategy (“we’re testing a narrative angle now that we think will resonate differently in US markets”), they become a strategic partner instead of just a content vendor. They’re more invested in the outcome.
Another part is probably consistency. I’ve noticed that when I work with the same influencer multiple times and give them clear feedback on what worked and what didn’t—not just metrics, but why—they improve. They adapt to the brand’s needs. There’s a learning curve, and once you get past it, the work gets better.
But I’m also aware that not every influencer wants a long-term relationship, and not every brand has the bandwidth to cultivate these kinds of partnerships. So maybe the question is: what’s the minimum viable structure for turning a one-off partnership into something more sustainable?
How are you all managing this tension? Are you prioritizing long-term partner relationships or optimizing for short-term campaign performance? Or have you found a way to do both?