Note: The following interview is part of the Orange 142 Emerging Channels Council initiative, which we launched to help SMB understand and adopt new and innovative advertising channels. As part of this effort, we’ve asked Orange 142 experts to share their insights on new opportunities, strategies, and challenges in the digital advertising landscape.
This interview is one of many resources created by the Council. Be sure to download the Best Practices Guide linked at the end for actionable advice tailored to emerging channels.
By Calvin Scharffs, VP of Marketing
There’s a reason influencer marketing keeps growing year after year -- it works! While traditional ads can struggle to break through the clutter, influencers drive staggering sales by tapping into something brands rarely achieve: authentic relationships with audiences.
The numbers are jaw-dropping: the industry hit $24 billion in 2024, with nearly half of consumers buying products monthly based on influencer recommendations. What makes this marketing powerhouse tick? I sat down with Jessica Kaplan, Social Strategy Manager at Orange 142, to unpack the secrets of effective influencer partnerships, influencer selection strategies, and critical pitfalls to avoid.
CS: Let’s start with the basics, what is influencer marketing?
JK: At a high level, influencer marketing is a strategy of working with content creators to promote a brand's products or services. Influencers may test a product, attend an event, or travel to a destination, and then share their experiences through social media content to their followers.
That’s at a high level, but really within the field there are multiple tiers of influencers. There are nano influencers who have 1K to 10K followers; micro influencers, who have 10K–100K followers, and then the larger group of influencers who have more than 100K.
CS: Which is better to work with?
JK: That really depends on the brand’s campaign goals. Each tier has its advantages. Larger influencers provide high reach, while smaller ones often drive higher engagement. So when we work with a brand, we look for influencers who align with the brand’s goals. If the focus is awareness, a bigger influencer may be the right fit. But if engagement and authenticity matter more, working with smaller influencers is probably more effective, especially for user-generated content (UGC) campaigns that brands can repurpose.
CS: So when you think about choosing an influencer, what criteria do you look for?
JK: Choosing the right influencer goes beyond just follower count. We think about the influencer’s followers, and if it's a good fit for the brand. We recently ran an influencer campaign for Pigeon Forge, which wanted to promote awareness for its extreme adventure amenities. We cast a wide net in order to find the perfect influencers, and identified Dutch influencers Bryan Geraads and Lars Janssen, better known as the "Theme Park Explorers." The couple have over 3.7 million followers across TikTok, Instagram and YouTube, who have a keen interest in these types of adventures. It took time to identify the right influencers, but it paid off.
Another thing to think about is engagement rate. An influencer may have millions of followers, but how many of them actually engage with the influencer’s content? How frequently do they engage? If the engagement rate is too low, that influencer might not be right for a campaign.
But with every campaign we need to think about authenticity. Audiences can tell when a partnership is forced, which is why we focus on finding influencers who genuinely align with the brand. If an influencer already loves a product or destination, their content will feel natural and engaging, rather than like a traditional ad.
CS: How important is platform strategy when planning an influencer campaign?
JK: Platform strategy is a big factor in influencer marketing because different platforms attract different audiences and drive different types of engagement.
For example, TikTok has been the biggest platform for influencer marketing overall, with Meta Reels and YouTube Shorts right behind.
Another key consideration is cross-promotion. The same piece of content can perform differently across platforms due to algorithm changes and audience behavior. When we work with influencers, we ask them to cross-promote their content, so even if the campaign is focused on Instagram, they’ll also post on TikTok, YouTube, or Facebook if they have an engaged audience there. This helps maximize visibility and reach.
CS: What are the risks of running an influencer campaign without expert guidance?
JK: One of the biggest risks is choosing the wrong influencer -- engaging someone whose audience doesn’t align with your brand, or who doesn’t have strong engagement. Without the right tools and experience, it’s hard to vet influencers properly. We use a full-service platform that gives us insight into an influencer’s audience demographics, past partnerships, and performance metrics, which helps us make informed decisions.
Another risk is not having clear guidelines or contracts in place. Influencers have creative freedom, but brands still need to set expectations. We always provide a content brief that outlines brand guidelines, family-friendly standards, and platform-specific requirements. Without that structure, brands can end up with content that doesn’t align with their messaging -- or worse, creates controversy.
Finally, there’s the challenge of tracking ROI. When influencer marketing is done manually -- as was the case in the early days when we relied on spreadsheets -- it’s difficult to measure success. Now, we use tools that calculate estimated media value, so brands can see the true impact of their investment. Without these insights, it’s easy to misallocate budget or fail to optimize future campaigns.
CS: How can brands ensure influencers align with their values and messaging?
JK: It starts with thorough vetting. We look beyond follower count and engagement rates to evaluate an influencer’s past partnerships, content style, and audience demographics. If an influencer has promoted brands that conflict with our client’s values, or if their content doesn’t align with the brand’s tone, they’re not the right fit.
We also rely on the content brief I just mentioned, which is very explicit in terms of what is acceptable. For example, Dollywood has specific filming guidelines, and we make sure influencers understand those before they arrive.
Finally, relationship management is key, and Orange 142 prioritizes it. We build strong connections with influencers so they feel engaged and invested in the campaign. When influencers feel a genuine connection to the brand, they’re more likely to create authentic, high-quality content that resonates with their audience.
CS: Which brands do you think really get influencer marketing right?
JK: Dunkin’ is one of my favorite examples. They’ve done an amazing job of partnering with relevant influencers and celebrities to create highly engaging campaigns. One standout was their collaboration with Sabrina Carpenter for the espresso launch—it felt fresh, authentic, and perfectly aligned with their brand. Before that, they worked with Love Island contestants, which made total sense given their audience and cultural moment.
Another brand that does influencer marketing exceptionally well is Skims. They’ve mastered the art of choosing the right influencers, particularly within the Black community, and have executed some incredibly smart campaigns. Their partnership with Nia Long, for example, was a great example of strategic, culturally relevant influencer engagement. Love them or hate them, they’re setting the bar for how brands can leverage influencer credibility to drive massive engagement.
CS: What’s one piece of advice you’d give to brands just getting started with influencer marketing?
JK: Work with an agency that has experience selecting, vetting, and guiding influencers. There’s a lot more to influencer marketing than just picking someone with a large following. A good agency will ensure the influencer’s audience aligns with your brand, negotiate fair contracts, and provide clear content guidelines to keep messaging on track.
Want to learn how this can work for you? Orange 142 helps SMBs navigate and maximize influencer marketing with strategic guidance and best practices. Let’s connect to explore the right approach for your goals.
About the Orange 142 Emerging Channels Council
The Emerging Channels Council serves as a thought leadership body within Orange 142, focusing on educating, guiding, and encouraging independent brands and agencies to experiment and excel in underutilized and innovative channels. Through collaboration, data-driven insights, and practical resources, the council will help Orange 142 clients obtain strategic growth through sustainable practices in digital advertising.
To access all of the Emerging Channels Council resources, please visit: https://orange142.com/emerging-channels-hub
