Influencer Fest 2026, an Event Reflection

AMA MN Presents: InfluencerFest 2026, an Event Reflection

In a recent article showcased in Vogue Business, Madeleine Schulz, the US Editor, mentions how influencer marketing is continuing to grow as a marketing practice in 2026.  However, she makes a clear distinction that influencers are more than paid actors; influencers are becoming more and more like consultants, providing their expertise and value to align with brands’ overarching image.  This same idea was a common thread during our panel discussion at InfluencerFest 2026 – one of AMA MN’s flagship events this year with over 150+ attendees.  Read the article below to get a full recap of the important takeaways and insights from prominent local brands, influencers, and agencies. 

Panel #1 | How Brands Think: Building Marketing & Brand Strategy

• Create a brief.  First and foremost, a thorough creative brief can make or break an influencer campaign.  This can include restrictions/guidelines if you work in a controlled industry like healthcare or financial advising; these are so, so important to define and create trust at the start of the process.  Put in the initial effort; it matters! 
• A voice with experience matters.  Influencers bring brand voice to life and make it relatable. This is something that in-house teams often struggle with, as influencers can create content that doesn’t feel performative.  Sure, they are getting paid, but finding the right representative that believes in your business makes all the difference.  Intention matters, both from the corporate and influencer perspective.  Vet influencers and have a candid upfront conversation to discern if the business and influencer are a good fit for one another. 
• Production and scaling are different for influencers versus brands.  Influencers can create unique assets and provide large scale content.  Content creation is their job, and high quality influencers produce high quality results.  We recommend having predetermined metrics to measure before, during, and after campaigns. 
• Measure influencer performance for a better understanding of ROI.  Typically, influencer marketing is more cost-effective than using in-house production, as you can get a much larger scale of outreach, and the influencers are tied to that success.  They want to succeed so they continue to have these partnerships.  A win-win is the best outcome, and this method has multiple stakeholders pushing for success. 

Panel #2 | The Authenticity Gap: What Creators Wish Brands Understood

• Social media changes fast!  Influencers are the first people that encounter and experience these changes.  Utilize an influencer’s experience.  There is far more they can offer than simply being a spokesperson. 
• Influencers need to know what is important to brands.  A brand voice is a critical piece of overarching information, similar to the brief.  Pick up the phone and have a conversation! 
• Influencers are often at the mercy of brands depending on their experience and audience size.  That being said, influencer marketing is a small world.  Brands that help influencers advocate for themselves are more successful, better known, and well served.  You can get small, local influencers or big, global influencers – both serve a purpose and are important to consider.  Helping them advocate builds your reputation as a business. 
• Communication is key!  When expectations, ideas, and metrics are freely flowing, managing communications is important from start to finish.  As soon as communications fail or lag behind, progress slows and those key pieces begin to misalign.  The more and more this happens, the more success falters – resources are wasted, time is lost, and voice is muddied.  Be clear, concise, and kind! 

Panel #3 | The Business Behind the Post

• Brands pay for trust.  Giving their brand image and voice to an independent creator is nerve wracking!  Influencers hold a lot of trust and can make or break a relationship with a lack of respect for a brand’s image. 
• More followers doesn’t mean more money.  Pricing and costs for influencer marketing are widely different across the industry.  Don’t be afraid to acknowledge nuance.  Pay can be handled many different ways such as upfront payments with performance bonuses, retainers, pay-per-post, etc.  It all depends on the overall relationship.  Is an influencer your exclusive representative?  What kind of content are they making?  Are there levers to account for unexpected success or failure?  
• Both business and influencers are at the mercy of the algorithm.  Find what content works; diversify your posting; get comfortable with ambiguity and failure.  Some things fall outside your control, but you can always control what you learn and glean from failure. 
• Gifted campaigns can be helpful and harmful.  It is important to understand the motivation for influencers and if gifted campaigns are of interest.  For those unfamiliar with the term, that is a business giving a product or service in lieu of monetary payment.  If influencers use the product or service in their normal routine, they may be a good fit.  Don’t assume that sending a brand package entitles business to a spotlight.  Be proactive, don’t be scared to ask, and act with respect.  

SUMMARY

After listening to our wonderful panelists, a few main points can be drawn upon and were repeated throughout the morning – transparency, trust, communications, and alignment are the most important aspects to succeeding in influencer marketing.  Without those core pillars, strategies and campaigns will fall flat.  Influencers are business partners not just contractors.  Make the most of your marketing and network by learning from these experts and implementing a few practices into your business. 

A big thank you to all our moderators, panelists, partners, and more.  A special thanks to Ben Leber, Aaron Deets, Allison O’Keefe, Katie Turcotte, Marney Gellner, Emily Carriveau, Sara Johnson, Quinn Kuntz, Lindsey Ranzau, Stephanie Hansen, Jason DeRusha, Paige Geary, Olivia King, Sam Rook, Greg Alexander, Andrea Weinreb, and the Mystic Lake Hop House.  You can learn more about all the folks who helped here on our website.  Check it out! 

Written by Noah Polipnick

About AMA Minnesota:

The Minnesota chapter of the American Marketing Association, AMA MN, is a vibrant community of marketing professionals dedicated to advancing the field through connection, education, and professional development. Whether you’re just starting or are a seasoned marketer, AMA MN offers events, resources, and networking opportunities to help you grow.

Learn more and get involved at amaminnesota.org.