What I Learned in My First Year as a Full-Time Influencer Marketing Freelancer
What Going Solo Taught Me About Where Influencer Marketing Is Headed
After a decade inside top agencies leading influencer campaigns for brands like Invisalign, HelloFresh, and Pfizer, I made the leap to go out on my own. I launched Dorsen Digital, a solo consultancy focused on influencer strategy, talent sourcing, and campaign execution.
One year in, I’ve gained more than a new business—I’ve gained clarity on what makes influencer marketing truly effective in 2024. Here’s what I’ve learned, and how it’s shaped my work:
1. Agility Is the New Advantage
Going freelance means wearing every hat—from strategy to execution. But the biggest benefit? Speed. I've built systems that let me move faster than most teams, without sacrificing quality. That agility is a value-add for agencies and brands dealing with tight timelines or lean teams.
Freelancers who can combine speed with strategic depth are more than just support—they're accelerators.
2. Agencies Need Strategic Partners, Not Just Extra Hands
Supporting influencer work at MSL Group, Hill & Knowlton, Movement Strategy, and others reminded me: agencies don’t just want doers. They want consultants who understand how to plug in, adapt fast, and navigate the internal dynamics of big clients. My agency background helps me bring that empathy and edge.
Freelancers who think like internal team members are the ones who get invited back.
3. Saying No Builds Stronger Work
Early on, I said yes to almost everything. But I’ve learned that not every project is the right fit—and that strategic restraint can be a superpower. Saying no has helped me focus on high-impact campaigns, align more closely with my clients, and protect the integrity of the work.
The best influencer campaigns come from clear objectives—not forced fits.
4. Long-Term Creator Relationships > One-Off Castings
Yes, casting matters. But relationship depth matters more. The strongest content I’ve seen this year came from creators who had ongoing ties to a brand—not one-off contracts. Now, I advise clients to build continuity into their influencer programming, not just content calendars.
Trust drives performance. Repeat partnerships drive trust.
5. Experience Still Cuts Through the Noise
The influencer space is louder than ever—but deep experience still stands out. Clients don’t just want someone who knows what’s trending. They want someone who can interpret brand objectives, manage creators, and optimize campaigns across platforms. That’s where a decade in the space makes a difference.
Trends change. Strategic fundamentals don’t.
One Year In
Launching Dorsen Digital has made me sharper, more intentional, and more focused on what actually moves the needle. My first freelance project was leading influencer communications for Pfizer’s 2024 Super Bowl campaign. Since then, I’ve led work for Invisalign and KitchenAid, supported a national agriculture initiative with the United Soybean Board, and produced a Times Square shoot with Grammy-winning artist Doechii.
Looking ahead, I’m excited to build with teams who want strategy, speed, and structure—all in one partner.
💬 If you’re a brand or agency looking for influencer support—or thinking about going solo yourself—I’d love to connect.
justin@dorsendigital.com
Hands typing on a laptop
