While the Caribbean possesses a strong storytelling culture, brands must ensure that the influencers they partner with align naturally with their values and target audiences.

That’s according to Regional Marketing Director at Unicomer, Feisal Muradali, while speaking at Media InSite’s ‘From Insight to Impact’ Conference, where industry leaders emphasised the importance of authenticity in influencer marketing.

He said the Caribbean has a unique strength in storytelling, but brands must be strategic when selecting influencers.