Reimagining Influencer Marketing: Our Journey to 2.0
It's not just a facelift - it's a redefinition of how marketers find, vet, and collaborate with creators. Here's how we rebuilt the mental model for influencer marketing.
LinkedIn post
Open on LinkedInWhen we kicked off the Influencer Marketing 2.0 project, the goal was clear: simplify the experience. But we quickly realized the opportunity was much bigger - to rethink how people work inside the product.
That meant rebuilding the interface, sure. But more importantly, it meant restructuring the information architecture, introducing universal search, and shifting from full-page loads to popups - so users could stay in flow.
As a Product Manager at Sprout Social, I helped shape the structure, navigation, and logic behind what thousands of marketers now use daily. We made it scalable and more intuitive - a foundation for what's to come.
The Vision
We empowered users with AI Assist for semantic search and customizable brand safety tools to evaluate creators. That means faster, smarter decisions - and influencer campaigns that actually drive ROI.
Key Changes
Information Architecture
We restructured how information is organized in the product to match how users actually think about their workflow. No more hunting through multiple menus to find what you need.
Universal Search
One search bar to rule them all. Whether you're looking for creators, campaigns, or content - the search now understands context and delivers relevant results instantly.
Popup-Based Workflow
Instead of navigating away from your current view, key actions now happen in contextual popups. This keeps users in flow and reduces cognitive load.
AI-Powered Discovery
Smart Discovery uses AI to understand not just keywords, but intent. Find creators based on topics they discuss, content style, and brand alignment.
Brand Safety
Customizable brand safety tools help evaluate creators against your specific criteria. Fewer surprises, better partnerships.
The Result
We delivered more than an upgrade. We introduced a new way to do influencer marketing.
The feedback has been overwhelmingly positive. Users report saving hours on creator discovery and campaign management. The unified interface means less training time for new team members. And the AI-powered features are helping brands find better-fit creators than ever before.
Take the tour to see it in action, or connect with me if you want to learn more about the behind-the-scenes work.