Campaign season has officially arrived, and my team here at People First seems to have entered our own version of The Odyssey. Over the last month, the winds have changed constantly as more campaigns and organizations embrace influencer as a central part of their communications strategy.
So, if I appear in your inbox from an unexpected direction this month, just know I am navigating the currents as best I can. And to the friends and family whose texts have gone unanswered for two weeks: I promise I am still trying to find my way home.
Do you agree?
Val
Founding Partner & VP, Influencer
A client came to us recently with a problem that probably sounds familiar to a lot of you.
They’ve been working with influencers for the last several weeks and were pleased to see that the content was getting attention and garnering good engagements.
Everything seemed to be going pretty well until an email came in shortly after content started to go live.
The questions soon became: “Why aren’t the influencers converting? “And, “Should we consider replacing them with someone else?”
But before we let anyone make a hasty decision, our team took a step back and looked at the entire campaign to see where we had gone wrong.
Here’s what we found:
Before touching the creative or landing page, we started by looking closely at the influencers already in the program.
Some creators produced content that looked and sounded strong on paper, but once it went live, the results weren’t exactly what we expected. Engagements were solid, yet the comments lacked energy and did not suggest a deeper connection with the audience.
We did not immediately rule anyone out for future work. Instead, we examined which creators were driving clicks and inspiring the most passionate responses. Then, we looked specifically at the creative on those where performance dipped to see if we could find any patterns.
The strongest messengers often have a genuine connection to the issue they are discussing. A great example is a recent collaboration between creator Tanaka (@nakatmydoor) and the American Cancer Society. In the video, she shares her experience undergoing chemotherapy and radiation during Christmas while raising a two-year-old daughter. Her experience and connection to the issue gives the message credibility and allows her to explain the organization’s work through a story that feels natural rather than scripted.
The visual storytelling supported that connection too. As Tanka speaks, she decorates a Christmas tree with pink ribbons, bringing together the symbols of Christmas and cancer awareness. Every part of the content reinforces the same emotional idea.
I noticed the same problem happening across multiple videos that did below average: the creator would tell an emotional personal story, introducing an issue. Then, they would present the organization and why their work matters. At the very end, the influencer would conclude with something vague like: “Check out the link in my bio” or “Go support {name’s} work.”
None of the videos could answer a simple question: What is this mysterious link you’re driving me to and how am I being expected to help?
After all, “supporting someone’s work” could mean a plethora of things. But for a conversion campaign, we want to be exact.
The CTA needs to be clear and the name of the organization shouldn’t have been reserved until the end of the video. You only have a few seconds to hook someone in and get your ask on the table. One of my favorite examples included:
“I just joined this organization’s mailing list because they are sharing resources about something almost no one talks about.”
That line does a lot of work! It tells me, the audience, what exactly the action is that they took and gives me a reason to keep watching. I know exactly where this story is going, which is what you want.
Quick side note: for campaigns seeking donations, people want to know where their money is going. We ask that question about our taxes, subscription fees, and almost every other expense. Donations are no different, people! So, whenever possible, translate the donation ask into a real outcome over being vague or abstract.
Next, our team took a look at the website we were driving folks to. For this particular campaign, our client was directing viewers to its homepage.
At first our minds went to “Well, yeah. That makes sense!” But once we took a closer look, we saw the problem: there were too many places to click. Visitors could easily get distracted before completing the one action the campaign was built around.
Your destination should match your goal. If you want people to join a mailing list, send them directly to the signup form. If you are asking for a donation, take them straight to the donation page.
And one last thing: do not make people hunt for the next step. They should not have to scroll, open a menu, or search for the action you want them to take. Every extra step creates another opportunity for someone to leave!
Last but not least, conversion requires repetition. Take my boyfriend for example.
If I want him to come with me to HomeGoods on Saturday, I can’t just spring this on him Saturday morning. No, I have to start laying the groundwork on Monday in order to warm him up to the idea.
First, I casually show him a picture of a lamp that I really like.
A few days later, I point out how dark our living room is looking.
By Friday, I let him know that I’ve been dying to get out of the house this weekend. So that way by the time Saturday rolls around my trip to HomeGoods suddenly sounds like the perfect solution to the problems I’ve been pointing out all week.
Social media works the same way! Most people will not see one post about an unfamiliar organization and immediately hand over their email address or credit card. They need time to become familiar with the organization and understand why taking the next action matters.
One video can’t manage to do all these things, no matter how much you invested in it.
As always, influencers can open the door to a successful conversion campaign, but they cannot carry the entire weight of it on their backs. Make sure your creative brief, redirection links, and messengers are all equally equipped to drive users to the right place.
Browse our current campaign listings and apply to the ones that feel like a fit for you.
Heads up: Some campaigns may only be available to users in certain regions.
Breast Cancer Action Month: This October, we’re partnering with the American Cancer Society to share the real stories behind breast cancer and the hope that keeps us moving forward. Help create a month that feels less like a pink ribbon and more like a powerful show of support. Preference given to patients and survivors.
Science Powers our Future: Maybe you grew up building things, asking endless questions, or wondering how the world works. Share the story behind your love of science and show audiences why protecting STEM means protecting the discoveries and careers of tomorrow.
Part of the Community: In Arkansas, your next best friend may be waiting just around the corner, possibly with four paws and a wagging tail. Visit a Best Friends center and encourage someone else to find the companion they have been missing.
Peanuts Snoopy Event: Snoopy is heading to New York City, and naturally, he is making an event out of it. Come celebrate Snoopy Fest, capture your favorite moments, and give fellow Peanuts fans a peek at all the fun.
Let’s Talk about Pleasure: Our bodies change, our desires evolve, and somehow we are still expected to whisper about it all. This campaign is opening the door to honest conversations about pleasure, reproductive health, and the questions people are usually told to keep to themselves.
Voter Dollars: Influence for Everyone: Politicians should spend more time listening to voters than chasing checks from wealthy donors. Voter Dollars offers a new way to fund campaigns, giving everyday people a bigger voice in who runs and whose priorities get heard.
Move Massuchettes Forward: Massachusetts voters have an important choice to make in the Democratic primary. Help audiences understand Senator Ed Markey’s record and what his vision for the state could mean for the issues shaping their everyday lives.
Cleaner Air for the Bay Area When an old furnace or water heater gives out, Bay Area families should be able to replace it without choosing between clean air in their homes and an affordable bill. Share why electric appliances can make our homes healthier and why every household deserves the city’s support in making the switch. Contact ryan.long@peoplefirst.cc to learn more.
Protect the Players: College sports are changing fast, but athletes should not be asked to give up their rights along the way. Break down how the Protect College Sports Act could affect the players, schools, and fans who make game day worth watching. Contact jesical@peoplefirst.cc to learn more.
Powered Up with NPower: A tech career does not have to begin with four years on a college campus. Share how NPower’s free Tech Fundamentals program can help people build real skills and start exploring a new future in the industry.
Fos Feminista: Abortion should not be a word people are afraid to say. For International Safe Abortion Day, help challenge the silence surrounding abortion and spotlight an international organization that supports in the fight for access around the world. Contact tierras@peoplefirst.cc
Welcome: US Becoming a U.S. citizen is much more than passing a test or filing a few forms. Explore the time and determination behind the journey, then help your audience see the human story hidden inside a process many Americans rarely think about. Contact amy@peoplefirst.cc
Welcome: North Carolina: Election Day is coming, and North Carolina’s AAPI communities deserve to feel ready for it. Help your friends, relatives, and neighbors make sense of the process so they can head to the polls with confidence this November. Contact dawn@peoplefirst.cc more information.
Susie Lee for Nevada 03: The best case for Susie Lee may come from the people who have seen her show up for Nevada. Join a creator ambassador cohort and tell personal, issue-driven stories about what her leadership has meant to you and your community. Contact jesical@peoplefirst.cc to learn more.
Influencer Impact: Strategist Edition: outlines how campaigns and organizations can work with People First to turn long-form content into high-performing short-form clips through thoughtful production, testing and distribution.
The Month in Digital: offers a roundup of the biggest digital media trends from July 2026, from creators breaking into Hollywood to shifts across social media, influencer marketing, and AI.
Ciao for now!
People First
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