An influencer’s six tips for building meaningful brand partnerships

Geoffrey Precourt

Influencer marketing is a rapidly-growing discipline, and brands need to understand the needs and motivations of the individuals they partner with, as well as their audiences.

Oneika Raymond is the host of two digital series from the Travel Channel – “Big City, Little Budget” and “One Bag and You’re Out” – as well as writing the “Oneika the Traveller” blog.

As an influencer, she has also partnered with big-name brands like American Express, Coca-Cola, Dove, Dunkin’, Hyundai, Lowe’s, Marriott International, Sony and Toyota, with assignments in more than 115 countries on six continents.

Though she calls herself a “micro-influencer,” Raymond’s number of online partisans has grown to include 82,000 followers on Instagram and 50,000 Facebook adherents.

But, even as her audience has grown, “I have a...

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