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 create and enhance their creative assets to obtain the best possible outcomes.

Based on your experience and the studies that Meta has conducted, what advice would you give marketers about what is working best on the Meta platforms currently?

Based on one of the largest academic studies on brand building conducted in collaboration with Kantar and the University of Oxford, there is no one-size-fits-all solution. As an industry, we need to move away from the idea that there is a generic brand campaign that is the only way to do things.

To help advertisers, we have developed a framework called Connected Brands to identify the desired outcomes and key metrics and to build campaigns accordingly. This framework consists of two parts: the found