What Talent Agents want you to know about Brand-Influencer Relationships
At our recent Connect with Connects event, we hosted a panel with talent agents Rosie Brown, Jake Lee, and Lola Oyewole to discuss how we can build better, more meaningful influencer partnerships.
We asked them: What’s the biggest shift in how brands are approaching influencer partnerships in 2025?
Their answer was unanimous, IRL events are on the rise.
Brands are no longer looking for influencers to post online, they’re asking them to show up. From pop-ups and press trips to live activations, brands want influencers in the room, experiencing the story, not just retelling it.
“Brands are seeing the value in bringing influencers into real experiences that translate into more engaging, high-impact content,” said Lola Oyewole. “As a result, more marketing budgets are being channelled into immersive campaigns that allow influencers to connect with products, spaces, and stories firsthand.”
Why it works...
Whether it’s a skincare pop-up, product testing with experts or a brand retreat, IRL moments give influencers more than just content. They offer context with a behind-the-scenes pass. From learning the brand’s origin story and heritage to meeting the team behind it, these interactions transform influencers from briefed ambassadors to informed advocates.
They walk away not just with products, but with deeper perspective through expert knowledge, personal stories and a connection that shapes how they talk about the brand. This level of insight naturally leads to more organic affinity for the brand and sustained partnerships.
What brands need to know...
Thinking about inviting influencers to your brand experiences? Here's what to keep in mind:
- Curated guestlist: invite influencers that align with your brand’s values. Think long-term potential and not just one-off reach. Their community should overlap with yours, and their personal brand should naturally reflect your message.
- Think long-term: IRL touchpoints are just the beginning. Use such events to foster long-term partnerships, inviting influencers behind-the-scenes for future campaigns, strategy input or content development.
- Make it immersive: create experiences that go beyond the expected with emotional, hands-on, or interactive moments that give influencers something meaningful to share. Let them experience your product in a way that’s exclusive, engaging, and memorable.
"When brands invest in inviting influencers to more experiences, I see a more meaningful, long-term partnership come to fruition”, said Lola.
Want more insights from our event? Get in touch.
TL;DR
At our recent Connect with Connects event, talent agents shared exactly how brands can move beyond the brief, transforming influencers into long-term advocates.
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