How Independent Agency Sway Group Champions Humanity and Diversity in Influencer Marketing

​Sway Group has recently joined the Worldwide Partners (WPI) global network of independent agencies. Sway Group is an award-winning full-service influencer marketing agency with a network of more than 50,000 creators. Their client partners include Ergobaby, Suave Brands Company, United Dairy Industry of Michigan, Premera, and VSP Vision Care. 

We chatted with Sway Group CEO & Founder Danielle Wiley about the importance of diverse voices in influencer marketing, how the push for authenticity has changed the brand-creator-consumer relationship, and why “super hyper” is the ultimate adjective for all campaigns in 2025.

Before We Called Them Influencers

Brand ambassadors. Influencers. Creators. Before we used any of these terms, there was Sway Group. Since 2011, the independent agency has honed their experience and developed an innovative approach to creating connections between brands, the people who endorse them, and their customers.  

Sway Group works to build meaningful partnerships and ensure their campaigns reflect a wide range of experiences and perspectives. Through their full-service, hands-on approach – from creative ideation and influencer discovery to ongoing execution and real-time performance tracking – their clients can stay ahead in an ever-changing digital landscape while building genuine relationships with customers. 

Championing Humanity & Diversity

Over the years, Sway Group has witnessed a change in how consumers interact with both brands and creators as the push for authenticity grows. “People are drawn to transparency and meaningful engagement instead of polished ads,” Danielle said. “What resonates most now is real storytelling that feels human.”

Sway Group’s difference lies in their emphatic belief in the power of these connections. They champion diversity and inclusivity because they know people want to see themselves reflected in the influencers they follow. 

“As a women-owned and women-led business, we’re passionate about elevating diverse creators and giving underrepresented voices a platform,” said Danielle. “We strongly believe that diverse voices create the strongest, most lasting connections. That’s why inclusivity is at the heart of what we do, and we’re proud to support creators from all backgrounds.” 

With a network of more than 50,000 authenticated influencers across nearly every vertical and demographic, there’s no question that Sway Group has the reach and diversity to connect brands with perfectly matched voices. 

Content, Collaboration, Connections

Sway Group’s approach goes beyond simply promoting products – building content and connections that spark inspiration and feel authentic to the brand, the creator, and their audiences. “Whether through words, images, or videos, every collaboration is built on a foundation of real storytelling that resonates on a human level, helping brands build trust and deeper engagement with their audiences,” Danielle added. 

In addition to their diverse influencer network, the agency also accomplishes this using Sway Proof, a dynamic collaboration tool that allows brands and creators to work together in real-time, ensuring everything is on-brand and aligned with campaign goals. 

This collaborative content approach was used on a recent campaign with California Figs. The team used a mix of photo and video content to maximize reach and provide the client with various assets for their owned channels. 

“We are consistently blown away by the quality and beauty of the food content that our network produces, and these campaigns were no exception,” said Danielle. 

Going Super-Hyper in 2025

Relevancy and personalization are important for all types of marketing, and it’s no different for influencer marketing. Danielle shared that super niche and hyperlocal marketing are two of the biggest trends they’ve seen this year, and expect to continue into 2025.

“As digital spaces get more crowded, people crave authenticity and personalized experiences,” she explained. “Casting a wide net often results in generic messaging that fails to connect with specific audiences. Instead, brands are focusing on smaller, targeted audiences that feel personal and relevant to their unique experiences, whether that’s based on geographic location or a niche interest like artisanal coffee or eco-friendly home decor.”

Finding an Indie Alliance

When an independent agency joins Worldwide Partners, they often have one key objective in mind. Oftentimes it’s to expand their global footprint or boost capabilities. Equally important, it’s to gain access to a friendly and like-minded community or provide additional resources for staff. In Sway Group’s case, it’s all these things and more. 

“The benefits of being powered by Worldwide Partners are extensive, from educational resources that keep us on top of industry trends to networking opportunities that help us collaborate and grow, to global capabilities that allow us to deliver for our clients on a larger scale,” said Danielle. “This partnership strengthens our abilities while allowing us to maintain the personal touch that defines us.” 

“Sway Group’s collaborative approach to influencer marketing, which focuses on creating true partnerships among agencies, brands, and creators, aligns perfectly with the spirit of our network,” said John Harris, President and CEO of Worldwide Partners. “We’re thrilled to add their spirit of collaboration and expertise in influencer marketing to our global network of independent agencies.”