@businessinsider: Creators can hype up a brand or ruin its week in a single social media post. For marketers, figuring out how to tap into that influence is a balancing act. It requires experimentation, choosing the right influencer partners, handing over enough creative control, and reacting quickly when lightning strikes and your brand's name is suddenly all over the internet. Business Insider's 2026 list of the most innovative influencer marketers inside brands highlights the executives figuring out how to make their companies look good on social media. This year's 14 marketers were nominated by peers and other industry insiders who shared dozens of examples of how the marketers are working smartly with creators or making original content for social. See all of Business Insider's 2026 most innovative influencer marketers at the link. (Credit: Julian Wass; NFL; ALSAC; Lindsay Burstein; Charlie Crideford; Anna Doré; Sarah Henry; Kemma Kefalas; Alyssa Powell/Business Insider)

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