Influence, Evolved: Building Smarter Partnerships with Creators
How early champions of influencer marketing helped shape today’s most authentic brand storytelling.
I’ve championed influencer marketing for as long as I can remember…long before it was called that. Back in 2008 and 2009, when the concept was still taking shape, I saw something emerging that others in the industry were slower to recognize: a new kind of storyteller. These were early creators who had a point of view, a sense of craft, and a genuine connection with their audience.
At the time, many brands were hesitant. The idea of partnering with individuals who weren’t journalists, celebrities, or formally credentialed media professionals felt risky. But I believed in it, deeply. I encouraged clients to look beyond titles and follower counts and to see the long-term potential of these authentic voices. Many of those early creators went on to become today’s most influential personalities, leading communities of hundreds of thousands of followers. And what’s most rewarding is that many of them still remember those early partnerships, when someone believed in what they were building.
That early belief has shaped how I see influencer engagement today: not as a marketing tactic, but as a relationship business rooted in trust, creativity, and shared values. The influencer landscape has evolved tremendously since those early days. What started as a handful of passionate creators has become a sophisticated ecosystem where authenticity is the most valuable currency. But the foundation remains the same. People connect with people. They follow individuals whose stories feel real, whose tastes they trust, and whose perspectives enrich their own.
In hospitality, that kind of connection is gold. When we invite influencers to engage with our clients — whether a hotel, restaurant, culinary event, wine and spirits brand, or packaged good — we’re not just seeking coverage or content. We’re sharing a piece of our community with theirs.
When it’s done well, that collaboration becomes an exchange, a merging of audiences that sparks conversation, curiosity, enthusiasm, and ultimately, loyalty. It’s a bridge between the brand’s world and the consumer’s world, built on shared experience.
That’s why, at Isabelli Partners, we’ve formalized this philosophy. Today, we have a devoted Influencer Engagement Director dedicated solely to building and nurturing these relationships. It’s that important. Influencer engagement is no longer a side note to PR or social media; it’s a central pillar of how brands connect meaningfully with consumers.
But effective influencer engagement isn’t about volume; it’s about alignment. The right partnerships are rooted in a mutual appreciation for storytelling and a shared understanding of audience. The best collaborations feel organic because they are an extension of the creator’s authentic narrative and the brand’s own sense of place and purpose.
As I reflect on how far this world has come, I’m proud that we were early advocates for a practice that’s now reshaping how brands communicate. And I’m even prouder that we’ve evolved our approach to match the sophistication of the space with strategy, empathy, and creativity leading the way. Because ultimately, influence done right doesn’t just amplify a message. It builds a movement, one rooted in community, connection, and genuine storytelling.
Key Takeaways
Influencer marketing isn’t new — it’s evolved. Early advocates helped shape its credibility and depth.
Today’s influencers are community builders, not just content creators.
Effective engagement is rooted in trust, alignment, and shared values.
In hospitality, influencer collaborations unite communities and spark authentic conversation.
A dedicated influencer strategy — and leadership behind it — ensures long-term success.