Influencer Outreach: Why Relationships Outlast Their Agents
Amber Kai, CEO of Sequential and a decade-long veteran of the creator economy, teaches a relationship-first approach to influencer outreach that treats every touchpoint as bridge-building rather than transaction management. She argues that creators constantly change agents, managers, and teams, which means brands must get directly in front of the creator early and repeatedly so the relationship survives those transitions.
Her own agency launched by leveraging creators she had known for five or six years at previous jobs, people who remembered her from being on set or handing them a coffee at an event. Concrete tactics she recommends include hopping on a call to hear a creator's voice, remembering birthdays, and sending gifts when budget allows.
More importantly, she pushes brands to think beyond one-off campaigns toward long-term structures like ambassadorships, panel appearances, brand trips, and co-created editorial content.
Watch to see how Kai maps out a practical system for turning a cold first email into a creator partnership that lasts years.
