Many think of influencers as having a 'dream job' but in reality, it's hard work. On the other side of the coin, businesses increasingly want to work with successful influencers because they have massive reach (and can persuade their dedicated and loyal audience to purchase a product or service). The partnerships between influencers and businesses has spurred an entire industry, Influencer Marketing. This panel will peel back the curtain on what starts and maintains a successful business-and-influencer partnership, and how both sides can authentically co-create and co-promote content.