Julianne Fraser, the founder of Dialogue NYC, emphasizes the importance of authenticity in influencer marketing, advocating for meaningful relationships between brands and content creators. Her unique strategy involves a relationship roadmap tailored to each brand that turns one-time posts into lasting partnerships. Fraser believes many influencers lack genuine connections to the products they promote and urges brands to consider both online and offline influences that can authentically represent their values. This approach aims to enhance brand credibility and build trust over time, shifting focus from mere reach to genuine resonance.
In an oversaturated digital space, brands must foster authentic relationships with creators to cut through the noise and build long-term consumer engagement.
Fraser's strategy includes a relationship roadmap that evolves one-time posts into meaningful partnerships, emphasizing long-lasting connections over viral fame.
"Thereâs so [many] creators talking about products that they really have never tried... Itâs really important to start those relationships by gifting the product."
"Itâs really important not to lose sight of the importance of offline influence and how we can develop these influencers for the brand, which might be your top customers."
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