There are 2 ways to run Influencer Marketing. Most brands are missing one.

Both work. They just do different jobs.

Here's a clear breakdown:

Burst: the moment model

A strong push of creators in a few weeks, around a launch or a key date. It puts the brand everywhere at once, right when it matters most.

Best for: launches, big dates, and moments when people need to hear about the brand fast.

Always-on: the memory model

Creators talking about the brand all year, at a steady pace. It builds trust over time and keeps the brand in people's minds when the need shows up.

Best for: brands that want to be the one people remember when they're ready to buy.

Since each model has a different job, each one is judged by its own results. A burst by how many people it reached in that moment. An always-on program by how the brand grows month after month.

These 5 questions show which one a brand needs right now:

1. Is there a launch or a key date coming?

2. Do you need results this month, or all year long?

3. Do you want to ride a trend that's happening now?

4. Is there a trend your brand wants to be part of?

5. Is your budget for one big moment, or for the whole year?

Most strong brands use both. With always-on as the base and bursts on the dates that matter.

One gets you noticed. The other gets you remembered.