As the Influencer Relations Manager at Faulhaber, I’ve seen firsthand how strategic partnerships can transform a brand’s presence. Agencies act as the middle ground between brands and creators, helping to identify the right talent, build authentic relationships, and drive meaningful engagement. While there’s no one-size-fits-all formula for success in influencer marketing, there are key pillars that can significantly impact ROI and help foster meaningful, long-term relationships. By prioritizing authentic engagement, selecting the right creators, and aligning with platforms that resonate with your target audience, brands can create campaigns that not only drive results but also build trust and credibility within the creator community. 

Focus on Authentic Engagement, Not Vanity Metrics 

The landscape of influencer marketing is evolving. We’re no longer just looking at follower count — we’re diving deeper into engagement rates, saves, shares, and the relevance of a creator’s audience. At Faulhaber, this approach was key when curating a select group of creators for the eos Sensorial pop-up and the Levi’s concert series, where genuine community connection was prioritized over follower count. 

How to Build Strong Brand Partnerships 

• Find Niche Creators with Cross-Category Appeal: For campaigns like Levi’s Kids and The King’s Plate at Woodbine Racetrack, we focused on influencers who were expert storytellers who could speak to multiple audiences. 

• Avoid Oversaturated Creators: Prioritizing creators who maintain brand integrity and don’t promote every product under the sun ensures more authentic content and deeper audience engagement. 

• Leverage Untapped Platforms: Platforms like Pinterest are becoming increasingly valuable for Canadian influencer marketing strategies. With its focus on inspiration and discovery, Pinterest allows brands to tap into highly engaged communities through search optimization and trends while driving organic website traffic. Choosing platforms creatively extends the lifespan of influencer content. 

Winning Tactics for the Canadian Market 

• Micro & Nano Influencers: Work with highly connected creators who tap into niche audiences and reach highly engaged communities. 

• Data-Driven Decisions: Optimize towards key metrics like saves, shares, and engagement rates. 

• Long-Term Relationships: Foster ongoing partnerships that allow creators to become true brand advocates. 

• Platform Diversity: Leverage a mix of platforms such as Instagram, TikTok, YouTube, and Pinterest to expand reach. 

The Future of Influencer Marketing 

With the right influencer agency and a strategy rooted in authentic engagement, brands can unlock deeper connections and drive long-term growth in an increasingly competitive landscape. From securing top-tier social moments for Jo Malone London to leading influencer partnerships for RoC Skincare and The Well, I’ve seen firsthand how prioritizing meaningful relationships over surface-level reach leads to more impactful results. When brands invest in the right creators—those who truly align with the brand’s values and can authentically speak to their audience—the results not only speak for themselves but drive lasting brand affinity. 

Looking for an influencer agency to take your brand’s partnerships to the next level? Let’s connect!