Brand Partnerships

In social media, brand partnerships refer to the strategic collaborations that occur between two or more brands, individuals, influencers, or organizations that come together to achieve a set of mutually beneficial goals, most often involving increased visibility and greater audience engagement across one or more of the social media platforms. Brand partnerships can take many forms and are only becoming a more integral part of one's social media marketing strategy. Of the many varieties of partnerships, the most common seems to be co-branded campaigns and content—a massive 30 percent increase in that over the last year.

So, from what I see and what a few of these articles lay out, a brand partnership is a marketing strategy between two entities that allows them to reach a larger audience while giving both involved parties more credibility. Both entities create some marketing magic, using the partnership to leverage whatever secondhand audience they gain from the association to boost their sales. And honestly, no one's audience is truly secondhand in this case—just look at the fitness/influencer partnership I mentioned above.