When a food influencer creates something new, it’s likely that the influencer will use more than one brand. Case in point: A recent recipe post (dill pickle chicken salad) from wellness food influencer @lainiecooks_ featured both Graza olive oil and Grillo pickles, with both brands tagged on Instagram in a paid partnership.
Food influencers aren’t the only ones who combine brand partnerships in their content. The same can be said for beauty influencers, for example when they post a Target haul or beauty routine, or fashion influencers, when they post summer outfit inspiration, or myriad other influencers in various niches. Marketers are increasingly recognizing the benefit of collaborating with other brands on influencer marketing efforts and are anecdotally more keen to do so this year, according to five influencer marketing executives.
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The original post is at Marketing Archives – Digiday
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