Typically, content created by influencers has been associated with branding rather than a brand‘s performance marketing strategy. But, according to Meta, this view should be changed since studies show that branded content can promote both brand and performance.

We sat down with Meta’s creative strategist, Josefine Billström Raasakka, to unpack what it takes for brands to thrive on the Meta platforms today and why influencer content is integral to every performance marketing strategy.

Who are you and what’s your role at Meta?

My name is Josefine and I’ve worked as a strategist in advertising for almost ten years. Now I’m working as a creative strategist as a part of the global team that’s called Creative Shop. I work with some of the largest advertisers in the Nordic region, helping them to