Influencer marketing is a key way for brands to connect with people, especially in today’s world of digital storytelling. On the Marketing Happy Hour podcast, Giselle Huasipoma shares her tips on staying ahead in this fast-changing industry. With 5+ years of experience in fashion, beauty, tech, and retail, she’s become a leader in authentic brand partnerships and the creator economy. Her episode is a must-listen for anyone wanting to succeed in influencer marketing.
Key Takeaways from the Episode
1. The Power of Authenticity in Influencer Marketing
Giselle highlights the importance of authenticity in influencer marketing. Audiences can easily spot fake partnerships, so it’s crucial for brands to work with creators who genuinely align with their values. Instead of focusing on follower count, brands should look for influencers with a strong niche, good storytelling, and a natural brand fit.
Key Insight: Relevance matters more than reach. A smaller, engaged audience is often more valuable than a large, disengaged one.
Pro Tip: Build long-term partnerships with influencers to create stronger trust and authenticity with their followers.
2. How Influencer Partnerships Vary by Industry
Gen Z is raising the bar for brands, prioritizing authenticity, transparency, and inclusivity. They prefer “real” content over “perfect” content, which is why influencers who show raw, unfiltered moments connect better with them. Brands need to embrace this shift and create content that’s honest and relatable.
Key Insight: Gen Z values behind-the-scenes, authentic content over luxury aesthetics. Relatable moments have a bigger impact.
Pro Tip: Encourage influencers to “keep it real.” People connect more with human moments than picture-perfect posts. Fashion brands, for example, can use “get ready with me” (GRWM) TikToks to create a more relatable feel.
3. The Role of Gen Z in Shaping Influencer Marketing
Gen Z is changing the game for influencer marketing. Giselle discusses how this younger generation demands authenticity, transparency, and inclusivity from brands. Gen Z prefers “real” over “perfect” content, which is why influencers who showcase raw, unpolished moments perform so well. Brands must tap into this shift and meet Gen Z’s expectations for honest, relatable content.
Key Insight: Authentic, behind-the-scenes content resonates most with Gen Z. For this audience, relatability is more influential than luxury aesthetics.
Pro Tip: Encourage influencers to “keep it real.” Audiences respond better to human moments than to perfectly curated posts. For example, fashion brands can leverage “get ready with me” (GRWM) TikToks to humanize their products.
4. The Creator Economy is Transforming Brand Collaborations
The creator economy has become a $100 billion industry, with creators leading content production. Giselle explains that brands get better results when they give creators more creative freedom. Instead of strict, brand-controlled campaigns, companies should work with creators as true collaborators.
Key Insight: Content performs better when creators have creative control. They know their audience best and can create content that actually connects.
Pro Tip: Treat creators as partners, not just content producers. Let them pitch ideas and try new formats. This builds trust and leads to better, more authentic content.
5. Building a Sustainable Influencer Marketing Strategy
Successful influencer marketing isn’t about going viral — it’s about steady growth. Giselle emphasizes the importance of long-term partnerships with creators instead of one-off campaigns. Ongoing collaborations build trust and loyalty for the brand.
Key Insight: Long-term partnerships create a consistent brand message and lead to better ROI.
Pro Tip: Find “brand ambassadors” who genuinely love your brand. They become loyal advocates, driving repeat sales and stronger brand alignment.
Final Thoughts
The Marketing Happy Hour episode with Giselle Huasipoma is a must-listen for anyone looking to master influencer marketing. From the power of authenticity to the rise of the creator economy, Giselle shares valuable insights for brands wanting to stay ahead. By embracing co-creation, building long-term partnerships, and aligning with Gen Z’s values, brands can set themselves up for success.
Listen to the Full Episode Here: Apple Podcasts | YouTube