MMC’s Samara Finn Offers Advice on Branded Content Partnerships at #BlogHer15

(MMC’s Samara Finn, center)

Samara Finn, SVP and head of MMC’s online influencer team told a packed room at BlogHer today the most important consideration in branded content partnerships is taking the time to find the right partner.  This advice, she said, is relevant for both brand marketers and online influencers.  “Don’t rush the selection process.  Partnerships have to be good for the brand and the content creator,”  she said, adding that “just because everyone else is doing these partnerships doesn’t mean you should. Be authentic.”

The panel, moderated by Susan Getgood from SheKnows  and including experts from Mondelez International, Egami Group and Lyft, explored best practices for both brand marketers and online influencers who work on branded content partnerships.  She advised brands and creators alike to strike the right balance in how a brand is featured so consumers view it as authentic and credible.

Finn added personality-based content is on the rise because “consumers are looking for content by someone like them.”