What Blue Apron’s move to in-house its influencer marketing strategy says about the creator economy

As if anyone needed yet another sign that the creator economy has become a core part of any marketing strategy, meal kit delivery brand Blue Apron has taken its influencer marketing in-house. 

The move is to move influencer marketing in-house to curb costs, improve go-to-market campaign speed and build closer relationships with more than 100 creators. It’s part of Blue Apron’s larger brand refresh announced earlier this month, which includes plans to “own the feed” on social media with influencer content, user-generated content, organic and paid social to help the meal kit company boost brand awareness, said Raina Enand, head of marketing at Blue Apron.

It also speaks to a broader industry trend in which influencer marketing has become a media channel in its own right, and brands are increasingly looking for more control in influencer deals, especially amid economic headwinds and a more professionalized creator economy. 

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