I still remember my childhood phone number from 30 years ago…3462412.
But my current landline? Not a clue.

When I was a kid, that number was drilled into me. I wrote it on school forms, said it out loud to friends, and repeated it until it stuck. Today, the only number I can recall without thinking is my mobile number. The one I use constantly.

(And even then, when I’m asked to recite it out loud, I have to pretend to type it out. The memory isn’t in my brain, it’s in my fingers.)

That’s how memory works. What we repeat, we remember. What disappears from view, we forget.

Brands aren’t any different. And so, when influencer campaigns only happen in bursts – a product launch here, a seasonal push there – your brand slips out of memory.

Poof! Gone!

Always-on influencer campaigns stop that from happening. They keep your name in circulation. They make sure that when someone’s finally ready to buy, you’re the brand they can still recall – the one they’ve seen, heard, and trusted over time.

And that’s only the beginning. In this issue, I’ve got six reasons to convince you why running influencer campaigns more often is essential.

Reason #1: Always-on builds trust, not just awareness

People can’t buy from you if they don’t remember you. A single influencer post during BFCM may create awareness, but it fades quickly. Things only stick through repetition.

Always-on campaigns make sure your brand keeps showing up regularly to become sticky. Whether it’s through the same trusted creators or new faces joining in, your name stays in circulation. 

When people see your brand consistently in believable, creator-led content – each post,  each casual reference – strengthens recognition. You become easier to remember when people are finally ready to buy.

Head of Influencer Marketing at InkPoster, Lucy Sergeeva, told us: “When people repeatedly see your brand in authentic influencer content, they’re more likely to remember you, trust you, and choose you over countless other options.”

Always-on campaigns don’t only build awareness. They build trust, too. When creators keep showing your product in authentic ways over time, it signals that they genuinely like it. Those repeated impressions build both familiarity and credibility. You become the brand people know and trust.

Reason #2: It makes seasonal campaigns stronger

Always-on programs don’t just sit there looking pretty. They’re the groundwork that makes your big seasonal pushes perform better.

That’s why the smartest marketers don’t treat always-on like filler. They treat it as a fundamental — because it is.

During her Creatorfest session, Stephanie Lamb, Social & Influencer Lead at Adobe, shared that Adobe focuses on building familiarity early — getting people used to the brand when they’re young, so Adobe becomes the default tool when they’re older.

We might not all have Adobe’s budget or the luxury of skipping short-term results, but the point stands. Familiarity pays off — even in the (very) long run.

On a shorter timescale, Athira Aravind at Mahina said she uses always-on programs to “warm up the audience,” and then retargets those followers with promotions or sales when the season hits.

I love that framing. Your seasonal pushes have to work extra hard on a cold audience. But if the audience is already warm, those add-to-carts go up a whole lot faster.

Reason #3: It makes your marketing smarter

The beauty of always-on programs is that they give you a canvas to experiment without the pressure of hitting a one-week revenue target.

Kat La Fata from NY&Bagels said she uses always-on partnerships to test creative angles and copy. The talking points that perform best there become the foundation for her bigger campaigns.

That’s the real value here. Always-on work feeds the rest of your influencer marketing efforts. It shows you which creators drive the best engagement and which messages actually land.

And because you’re not betting everything on one burst, you can afford to test, fail, learn, and adjust. Then, when the next big campaign comes around (cough BFCM cough), you’re not starting from scratch. You already know what works.

Reason #4: It’s cheaper and more efficient over time

Every new influencer relationship starts with a learning curve. They need to understand your brand, your products, your workflows, your creative do’s and don’ts – and you need to hold their hand through all of it while also figuring out what works best.

When you’re running always-on programs, that initial setup work doesn’t go to waste. The longer you work with someone, the more they understand your expectations. They no longer need the lengthy back-and-forth of early collaborations. They already know how to get it right.

It also pays off financially. Creators crave stability. When you offer long-term work, many are open to negotiating lower flat fees in exchange for consistent income.

Over time, that consistency compounds. And when you look at your yearly spend, an always-on roster gives you more content, more consistency, and less stress for the same budget you might otherwise burn through on one-off campaigns.

Reason #5: It keeps your roster ready

Finally, one of my favorite compound effects of an always-on program: you build a roster of creators who know your brand inside and out. And, you can activate them instantly.

Think about it. A new product launch at the last minute? A sudden trend that’s too good to miss? A creator drops out? No worries. You’ve got a list of trusted creators you can call on.

Are you already running an always-on program, or still doing bursts? Hit reply and tell me what’s working best for you.

Until next time!
Eleni Zoe xx
Brand @ Modash. Say hi on LinkedIn or visit Modash.

Extra credit: What influencer marketers are doing in 2026

Forget the crystal ball.

For our last webinar of the year, Modashians Whitney Blankenship, Anna-Maria Klappenbach, and Simoné Partner share what influencer marketers are actually doing next year — real data, real examples, and a few hot takes for good measure.

As usual, it’s free to attend, and I’ll be in the chat with you!

Bring your conspiracy theories and good cheer. 

Save your spot

📌A NOTE ABOUT WHAT YOU JUST READ

The tips in this newsletter might not be right for your specific case. Use good judgment when deciding whether to take advice from the internet—even mine. My team and I survey & interview influencer marketers whose advice and observations come from their direct experience. ROI is designed to help you connect the dots and be inspired or challenged to think about your influencer marketing in a new way.