How Southwest Airlines Navigate the World of Influencer Relationships

Social Pros Podcast

Building a successful influencer program isn’t just about campaigns. It’s about connections. On this episode of Social Pros, Kara Salazar, Senior Influencer Marketing Specialist at Southwest Airlines, takes us behind the scenes of their thriving influencer program. From truly understanding each influencer’s unique style to bringing them together for face-to-face events like Creator Day, Kara reveals the secrets to creating campaigns that feel genuine, build trust, and deliver results.

Full Episode Details

For Kara Salazar, success in influencer marketing starts with building genuine connections. Since joining Southwest Airlines in 2022, she has focused on creating a program that prioritizes trust and authenticity. Kara doesn’t just work with influencers—she makes an effort to know their names, handles, and what makes them unique. This personal touch has turned their influencers into loyal brand advocates who go above and beyond for Southwest.

It’s not just about connections; it’s about communication. Kara explains that every influencer is different, works differently, and has unique needs. She creates space for honest, two-way conversations, often through feedback sessions designed to refine how they collaborate. These sessions allow influencers to share what works best for them—whether it’s receiving a detailed brief or a more visual guide—and ensure that every campaign feels tailored to their strengths. By listening, adapting, and making these adjustments, Kara builds trust and creates partnerships that don’t just work—they thrive.

Kara’s vision for Creator Day has also been transformative. This annual event brings influencers and the Southwest team together in person to strengthen bonds and gives influencers a deeper understanding of the brand. These face-to-face moments have turned Southwest’s influencer program into a true community, delivering campaigns that feel authentic and meaningful.

In This Episode:

• 1:29 - Kara’s role at Southwest Airlines and the origins of their influencer program
• 3:35 - Rebuilding the influencer program after COVID and proving its value to leadership
• 5:07 - How Kara measures the success of influencer campaigns
• 6:21 - Finding influencers who align with Southwest’s brand and reflect their diverse audience
• 8:22 - Building genuine relationships with influencers by getting to know them personally
• 10:23 - The importance of feedback sessions and tailoring briefs to individual influencer styles
• 12:12 - Southwest’s Big Flex campaign and integrating influencers into large-scale marketing efforts
• 13:32 - Bridging the gap between marketing teams to scale influencer campaigns
• 16:08 - Kara’s advice for navigating different goals between internal teams and influencers
• 17:47 - Experimenting with short-term affiliate campaigns to track direct revenue from influencers
• 20:44 - The story behind Creator Day and how it strengthens bonds with Southwest’s influencers
• 21:41 - How Southwest uses influencers to test new platforms like TikTok before launching as a brand
• 25:03 - Kara’s advice for aspiring social pros

Resources

• Connect with Kara on LinkedIn
• Follow Southwest Airlines on TikTok
• Follow Southwest Airlines on Instagram

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