You can be on Entrepreneur’s cover!

Influencer Marketing Tips From AT&T and Fullscreen's 'Hello Lab' Initiative Who are the right influencers for my campaign, and for my company?

By Murray Newlands

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

The future of digital influencer marketing launched this month: the first video series from AT&T and Fullscreen's yearlong collaborative initiative entitled "Hello Lab," featuring the travel duo Damon and Jo. "Dare To Travel" is a crowd-sourced travel show, where audience members can suggest adventures in each of the eight cities that Damon and Jo traverse, and of course, it's all shot on AT&T mobile phones on the AT&T network.

With Hello Lab, the two companies have partnered with ten top influencers to collaborate on a next-level range of digital content, giveaways, podcasts, meet-ups and more, yet to be announced. Though AT&T and Fullscreen, a youth media and online creator company, have been collaborating since 2012, this is the first time that they have launched such a full-scale, comprehensive initiative.

Related: 4 Ways to Get Influencers to Spread Your Brand's Message

Fullscreen alone boasts over 75,000 creators in its network, generating over 5 billion views each month, so AT&T's choice to collaborate with them is a no-brainer. The two companies can shore each other up in the influencer marketing space, but beyond that, they have a lot to offer their influencers. Damon and Jo recently told Tubefilter, "Any time an influencer links up with a brand with a household name, the partnership takes your channel and career from a YouTube channel for fun to a YouTube channel that is a fully-functioning business."

If you want to take your digital content to the next level, there are a few questions you will want to ask yourself:

Who are the right influencers?

Someone who echoes your company's core values in their own personal brand is the person you want to represent what your company can offer. They will create natural, authentic content that will resonate clearly with audiences. The right influencer might be different for each campaign you run, so be clear and precise about whom you choose.

Related: 7 Steps to Get Influencers to Share Your Content

What are my marketing goals?

Your influencer tactics will change drastically depending on what goals you have for your marketing initiatives. If you want a "famous" brand advocate, you'll need to find an influencer who has that reach. If you want to have "average user" voices, you'll need to find your biggest fans and run a campaign with them. Define your goals first, so you can find the right face and name for your brand.

How to create relationships?

Hello Lab is collaborating with influencers, not just hiring them. Your influencers aren't just your employees. They can be your brand's biggest advocates, with just a little bit of regular communication and support. The same goes for your audience -- are you regularly engaging with them on your social media, and providing opportunities for them to grow a stronger relationship with your brand? Are you providing opportunities for your audience to engage with you?

Related: 5 Easy Ways to Connect With Online Influencers

Raising your influencer marketing to the next level is not as difficult as you might think. Start with some out of the box thinking, a comprehensive plan, and a willingness to collaborate, and your company may birth the next big marketing initiative that everyone else is watching for cues.

Murray Newlands

Entrepreneur, business advisor and online-marketing professional

Murray Newlands is an entrepreneur, investor, business advisor and speaker. He is the founder of chatbot builder tool and Read his blog

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Side Hustle

He Took His Side Hustle Full-Time After Being Laid Off From Meta in 2023 — Now He Earns About $200,000 a Year: 'Sweet, Sweet Irony'

When Scott Goodfriend moved from Los Angeles to New York City, he became "obsessed" with the city's culinary offerings — and saw a business opportunity.

Personal Finance

How to Get a Lifetime of Investing Experience in Only One Year

Plus, how day traders can learn a lesson from pilots.


94% of Customers Say a Bad Review Made Them Avoid Buying From a Brand. Try These 4 Techniques to Protect Your Brand Reputation.

Maintaining a good reputation is key for any business today. With so many people's lives and shopping happening online, what is said about a company on the internet can greatly influence its success.


Save on Business Travel with Matt's Flight's Premium, Only $80 for Life

This premium plan features customized flight deal alerts and one-on-one planning with Matt himself.

Science & Technology

Here's One Reason Urban Transportation Won't Look the Same in a Decade

Micro-EVs may very well be the future of city driving. Here's why, and how investors can get ahead of it.


I Got Over 225,000 Views in Just 3 Months With Short-Form Video — Here's Why It's the New Era of Marketing

Thanks to our new short-form video content strategy, we've amassed over 225,000 video views in just three months. Learn how to increase brand awareness through short-form video content.