In 2020, Josh Durham launched Aligned Growth Management, an influencer marketing agency that focuses on building scalable influencer systems for ecommerce brands. According to Josh, the influencer industry has evolved significantly from its early days, where affiliate-based creators could easily generate 5x returns. Today, influencer marketing is more of a long-term play, with success depending on quality products, engaged creator audiences, and content that supports multiple marketing channels.
During a recent conversation with Josh on a podcast, we delved into the essentials for creating scalable and high-performing influencer programs. Josh shared insights from his experience working with brands such as HexClad cookware, Ridge wallets, PopSockets phone cases, and Divi hair care. He highlighted the shift in influencer marketing towards building awareness and credibility, rather than just focusing on immediate returns.
One key aspect that Josh emphasized was the importance of partnering with well-aligned creators who have engaged audiences. By integrating products authentically into their content, creators can add credibility to a brand and drive conversions in ways that traditional ads cannot. Josh shared examples of successful influencer partnerships, such as the one with HexClad, which resulted in 400 million organic impressions over three years.
In terms of direct revenue impact, Josh mentioned that influencer content often performs exceptionally well in paid social media ads. While affiliate links can still be effective, especially on platforms like Instagram Stories, long-lasting content on Instagram Reels or TikTok can lead to organic growth and virality.
When it comes to working with creators, Josh typically targets those with 10,000 to 100,000 followers for gifting. He highlighted the effectiveness of using female creators with engaged male audiences for male-targeted brands. Additionally, Josh shared that Aligned Growth Management also works with smaller brands, providing training and support to help them run influencer programs in-house.
For brands looking to manage their influencer programs internally, Josh recommended having a team member who understands social media, content creation, and relationship building. With the right systems and support in place, even a small internal team can run a successful influencer program that drives real results.
If you’re interested in learning more about influencer marketing or reaching out to Josh Durham, you can visit Aligned Growth Management’s website at AlignedGrowthManagement.com or connect with Josh directly on X at @JoshJDurham.