Fighting Misinformation with Trust: How Associations Can Leverage Influencer Marketing

In this episode of *The Association Insights Podcast powered by OnWrd & UpWrd*, host Colleen Gallagher sits down with Candice Warltier, CEO & Founding Partner of CS-Effect, to explore how associations can use trusted voices to combat misinformation, educate new audiences, and strengthen their credibility in an increasingly noisy digital landscape. Drawing from CS-Effect's award-winning work with the American Association of Endodontists (AAE), Candice shares how a strategic influencer campaign helped counter myths about root canals by partnering with respected physicians, pediatricians, and healthcare content creators—not to promote products, but to deliver science-based education people could trust. 🎧 Whether you're leading communications, marketing, membership, or advocacy, this episode offers practical insights into how associations can thoughtfully incorporate influencer marketing to expand their reach, build trust, and engage the next generation. **Key Highlights** **Why Influencer Marketing Belongs in the Association Toolkit**: Candice explains how member concerns about online misinformation sparked a campaign that reached audiences traditional communications couldn't. **Trust Starts with the Right Voices**: Learn why AAE intentionally partnered with physicians and healthcare educators outside dentistry—and how third-party credibility helped strengthen the campaign. **The Vetting Process Matters**: From audience engagement and brand alignment to years of past content, Candice shares the rigorous process associations should use before partnering with any content creator. **Authenticity Beats Scripts:** Discover why giving creators messaging guidance—not word-for-word scripts—results in content that feels genuine and resonates with audiences. **Measuring Success Beyond Likes**: The campaign generated thousands of saves and shares while driving users to AAE's educational resources and Find My Endodontist locator, proving meaningful engagement goes far beyond impressions. 🎧 Tune in for a practical conversation on building trust through credible voices, combating misinformation with confidence, and using influencer partnerships to help your association reach new audiences with authenticity. **Stay Connected:** Subscribe to *The Association Insights Podcast powered by OnWrd & UpWrd* on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. **Coming Soon** We're continuing to sit down with association professionals and industry leaders to explore the top trends, innovative strategies, and practical insights helping associations strengthen member engagement, navigate change, and prepare for what's next. Stay tuned!