Too many brands are still seeing creator marketing as a “bolt on”, according to TUI’s senior influencer marketing manager Hayley Shortman.
TUI has emphasised the importance of taking its time and developing a testing framework when rolling out its approach to creator marketing across the brand.
Speaking on a panel about building trust in influencer marketing at LEAD 2026 today (5 February), TUI’s senior influencer marketing manager Hayley Shortman said the travel brand had built confidence in the channel by building out its approach gradually.
From a brand perspective, the biggest challenge to introducing investment in creator marketing is persuading a business to invest in something new, particularly when its existing channels are working well for the business, Shortman said.
The brand did not adopt creator marketing as part of its mix simply “because everyone’s saying [it] should be doing” it, but instead took a considered and gradual approach, she said.
The brand has worked closely with platforms, she said.
“That’s enabled us to test it over time, see what works,” Shortman said. “How does it complement our [business as usual]. Where should it sit? And I think that gradual build up and that openness to it has really helped build that confidence and that reliability in it.”
This message about the importance of gradual integration was something echoed by fellow panellist Ogilvy EMEA head of influence Imogen Coles.
“If you’re using influence just for influence sake, and you’re putting a lot of money behind 10 influencers to attend events for you, you’re not going to see returns,” she said.
She added that, despite growing investment in creator marketing, too many senior business leaders still see the channel as a “bolt on”. Influencer marketing will only bring results when integrated as part of a holistic strategy.
Power in ‘going smaller’
When it comes to brands selecting the creators they are going to work with, TUI’s Shortman said that marketers shouldn’t simply opt to pick those with the widest reach.
“There’s actually a lot of power in going smaller,” she said, adding that brands should look to people who may already be advocating for them, and then look to tap into that with partnerships.
Brands also ought to not obscure the fact that their influencer ads are indeed ads.
“People are very savvy now,” Shortman said, adding that people are happy to see these brand partnerships if it is providing them with some sort of value.