Influencer Marketing Campaigns: How to Double Down When Content Works

Lissa Regets, fractional CMO and digital marketing consultant with 15 years and over 500 client engagements behind her, lays out a practical framework for scaling influencer marketing campaigns by deepening the creator relationships you already have.

Her core argument is blunt: most brands make the mistake of dropping a creator after a single activation instead of using performance data to iterate and improve. Lissa argues that sharing campaign results, audience insights, and creative findings directly with creator partners drives longer relationships, better brainstorms, and compounding results. When something works, she says, the move is to double down by testing the content as a paid ad, trying new audience segments, experimenting with different opening hooks on a top-performing video, or expanding to a second platform the creator already uses. The throughline is that brands invest significant time building each creator partnership, so extracting maximum value from those relationships is simply smart business.

Watch to see exactly how Lissa prioritizes which levers to pull first when a creator campaign starts to gain traction.