Josh Durham, founder of Aligned Growth Management, emphasizes the shift in influencer marketing from the lucrative affiliate-driven model of 2015 to a more complex landscape in 2025. Modern success depends on strategically managing relationships with creators who resonate with their audiences, focusing on quality products, and creating content that integrates with various marketing channels. By building influential partnerships, brands can boost credibility and awareness while driving conversions. His agency has successfully aided brands like HexClad in generating significant organic reach through well-managed influencer programs.
Influencer marketing isn't like it was in 2015, when a post would easily generate a 5x return from affiliate commissions. It's hard today to motivate those creators to work on an affiliate basis.
Today, it's more about reach, trust, and content creation that supports paid social, email, and other channels. The goal is to build awareness and credibility, strengthening your overall marketing.
A well-aligned creator with an engaged audience adds credibility. Whether seeing your product used authentically in content or having multiple creators supporting your brand, that influence drives conversions in ways traditional ads can't.
We focus on creators' outreach, opt-in rates, post frequency, and average views. For example, with HexClad we built the program over three years and generated 400 million organic impressions.
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