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Understanding Influencer Marketing Strategies with Laura Troy and Liz Eswein

Marketing plays an extremely important role in every sector. Let's look at some of the influencer marketing strategies.

INFLOW Network by INFLOW Network
November 7, 2022
in Inflow News
Understanding Influencer Marketing Strategies with Laura Troy and Liz Eswein
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We came together with Laura Troy, Marco Marranini, and Liz Eswein to talk about their experiences on Influencer Marketing Strategies.  You can read the highlights below or watch the whole video!

How do you think influencers will affect your social media strategy for this year and the next 2 years?

Laura Troy: I think it’s really important for the brands that I worked with. When we’re thinking about campaigns or business objectives, we try to line it up with which influencer would make the most sense.

What is the main criteria when a brand like yours decides to choose influencers to bring along the path?

Laura Troy: There are a lot of things that we look at. We would look at the engagement rate of the influencer, as well as the follower count but these are not necessarily the number one things that we look at. From my personal point of view and the brands that I worked with, we really look at the content.

Do you prefer being totally creative when working with a brand or do you like brands giving you guidelines to follow?

Liz Eswein: I think it’s all about compromise. As the creator we understand what the final objective from the brand is, then we tailor that accordingly from our perspective. Because we know what works best for our audience and they know what works best for themselves. So finding that middle ground is very important.

Do you think brands exactly know about influencer marketing now and do you think brands should consider the influencer as a person and as a team member?

Liz Eswein: The team is exceptionally important on the brand side and also on the creator side. If the creator needs to produce a larger scale production for the client, then they have to scale accordingly. Your team is vetted and they know this space inside and out. I think this is really important.


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A fall-themed influencer post showing a cozy indoor setup with warm lighting, books, and a hot drink.

Autumn 2025 Influencer marketing trends: Cozy season, big shifts

October 1, 2025
An autumn scene with golden leaves, a warm drink, and a journal laid open on a wooden table.

5 Fresh content angles for fall 2025

September 30, 2025
A person looking at multiple notifications on their phone, surrounded by blurred messages and icons.

Always on: The age of constant reachability

September 29, 2025
A cozy fall-themed Instagram Reel of a creator holding a latte in a warmly lit café, wearing an oversized sweater.

What’s trending on Instagram in September 2025?

September 28, 2025
A YouTube Shorts creator filming a cozy fall outfit montage in a leaf-covered park.

What’s trending on YouTube Shorts in September 2025?

September 27, 2025

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This summer’s style is being shaped not by magaz This summer’s style is being shaped not by magazines but by creators who turn micro-trends—like “Sardine Girl Summer,” French chic revivals, and Pucci nostalgia—into real-time cultural movements.
In September, online trends blend reflection, nost In September, online trends blend reflection, nostalgia, and spontaneous challenges, turning summer’s final moments into scrollable and shoppable experiences.
In 2025, the internet feels smaller and more predi In 2025, the internet feels smaller and more predictable, with the “dead internet theory” turning from fringe idea into a prevailing mood shaping how we browse and connect.
In 2025, LinkedIn has become an AI-driven echo cha In 2025, LinkedIn has become an AI-driven echo chamber where generative tools write most long-form posts, making genuine originality the rarest skill.
In August, YouTube Shorts swings between awe at AI In August, YouTube Shorts swings between awe at AI’s surreal creativity, sharp humor about politics, and endless summer celebrations that feel like the season will never end.
In August, Instagram trends capture summer’s bit In August, Instagram trends capture summer’s bittersweet finale with playful, nostalgic, and self-aware reflections that look back fondly while hinting at what’s ahead.
In August, TikTok captures summer’s final moment In August, TikTok captures summer’s final moments with playful challenges, guessing games, and nostalgic montages that blend friendship, fun, and the season’s fleeting glow.
In 2025, LinkedIn’s surge in video content marks In 2025, LinkedIn’s surge in video content marks a cultural shift, redefining professional credibility, visibility, and personal branding beyond traditional text updates.
In 2025, AI-powered browsers are transforming from In 2025, AI-powered browsers are transforming from passive tools into active partners, revolutionizing how we search, navigate, and interact with the web.
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