This spotlight explores the advantages of an always-on influencer marketing approach, where brands collaborate with creators consistently rather than relying on one-off campaigns. Benefits include stronger authenticity, cost-effectiveness, consistent messaging, and higher-quality relationships. The strategy ensures influencers align closely with brand values, improving advocacy and audience trust.

Execution involves defining goals, testing diverse influencers, re-engaging top performers, and expanding over time. Turning always-on strategies into ambassador programmes further deepens partnerships, offering influencers involvement in products, events, and long-term storytelling. Case examples, like Molly-Mae’s partnership with PrettyLittleThing, illustrate success. The guide concludes that sustained collaborations secure greater value, agility, and long-term brand impact.