TryMus Group is a Toronto-based social media and influencer marketing agency launched in 2016 and specializes in narrative-driven brand development.

The company serves brands ranging from major fragrance to pharmaceutical firms with a model built around two specific strategies: fostering multi-year influencer partnerships and developing substantive long-form content. 

This approach stands in direct contrast to the rapid-cycle influencer campaigns and short-form content that dominate current marketing trends.

“In terms of our mission, it’s always been very much about making sure that we tell the brand story in the most authentic manner, whichever way works for our client,” says Marta Tryshak, TryMus Group’s Managing Partner.

A recipient of Marketing Magazine’s Top 30 Under 30 and the ICSC Maple Leaf Gold Award for Marketing Excellence, Marta completed her graduate Marketing program at the University of Toronto after previously specializing in Architecture and Art History.

This first-hand experience as a content creator herself, combined with her roles as a Digital Marketing Professor provides Marta with insights into the creator ecosystem from multiple angles.

“I have experience working as an influencer. I’ve had some shitty experiences,” Marta candidly shares. “What works for us well is we treat people nicely. At the end of the day, there’s another person on the other end.”

From Transactions to Relationships

Marta has consistently emphasized the importance of ongoing brand-creator relationships rather than short-term influencer deals. TryMus Group’s client data validates this approach.

“When it comes to conversion, that’s where we see the best bang for our client’s buck,” Marta notes, referencing their long-term influencer partnerships that consistently outperform short-term engagements.

One fragrance client has maintained relationships with the same influencers for five to six years. “It shows a lot to your customer that you have somebody so familiar standing by your brand,” Marta explains. “That doesn’t happen as much in today’s world. Things are a lot more short-term and fast-moving.”

What makes these partnerships successful is the vetting process that precedes them. “In order to get to a point of a longer-term partnership, you’ve already tested,” Marta explains. “You have an idea whether that particular influencer’s community works for your brand and whether you are aligned value-based.”

This doesn’t mean indefinitely working exclusively with the same small set of influencers. “You continue surveying the landscape, finding your next long-term partner,” Marta clarifies. “People evolve, brands evolve.”

The Return to Deeper Content

In January 2024, TryMus Group launched a subsidiary called On Social Sports, focusing specifically on athletes’ social media development and sports marketing. This expansion coincides with their strategic shift toward more substantive content formats.

“We have leaned in more towards long-format content, both in video and text,” Marta explains. “Another thing that we have been exploring is newsletter marketing.”

Rather than chasing new trends, TryMus Group observes a return to established formats with greater depth. “It’s not really emerging in terms of something new. I think it’s going back to something old,” Marta says about current content developments. “More long-format content, whether it’s video, text, or newsletter.”

This responds directly to changing audience expectations. “People don’t want a glimpse; they want a full inspection,” Marta observes. “Before, on social media, it was more like a glimpse behind the scenes compared to now. People really want to be involved; they want to stay behind the scenes.”

Integrating Relationships and Depth in Campaign Execution

TryMus Group’s distinctive modus operandi is particularly evident in its execution of campaigns that require specialized knowledge or access to specific communities.

For a pharmaceutical client facing the dual challenge of legal restrictions and the need to communicate with medical professionals, Marta’s team developed a unique approach: “We used a lot of key thought leaders as opposed to traditional influencers, the ones that spoke to the community,” she explains. “We tried to find the voices within the community that are part of that community—nurses, technicians, doctors themselves to have that conversation.”

This focus on finding authentic voices carries onto their vetting process. Unlike agencies that rely primarily on third-party analytics tools, TryMus Group champions human evaluation. 

“At the end of the day, somebody on our team is looking at what kind of comments are being received,” Marta shares. “How does that influencer interact with their community? Is it actually authentic? Meaning, is it bots, commenting pods, or the next quick fix?”

The Business Model for 2025

As Marta looks toward industry developments in 2025, she identifies a major change in brand perspectives: “Brands are starting to question the value of influencer marketing, especially considering the influencer marketing rates are so inflated right now.”

TryMus Group has positioned itself to meet this increased scrutiny by focusing on demonstrable results rather than just visibility. “Brands want to see value. They don’t just want to see a few pretty pictures and somebody saying nice things. They want to see the return on investment.”

In response, TryMus Group has made its services accessible to businesses of various sizes through flexible engagement models. “The way we work with brands, we make it accessible, whether it’s retainers or just consulting,” Marta explains. “My mission with our agency has always been giving exceptional service to every business needing it, not just the business with million-dollar budgets.”

This system, Marta adds, extends to their work with community organizations through On Social Sports, where they sometimes offer special rates or pro bono services to support organizations that contribute value to their communities.

The SMART Approach to Influencer Marketing

For brands struggling to find substance in their influencer marketing efforts, Marta offers concrete guidance based on TryMus Group’s methodology:

“I would just ask them to evaluate what their goals are. I find that usually the lack of results is often because there’s a lack of understanding of what the goal is or the goal is too generalized,” she advises. “Well, what kind of sales do you want? Is it a particular product? Is there a percentage? What’s the timeline?”

Once objectives are clearly defined, Marta recommends deliberate partner selection: “Quality over quantity matters. Take your time, get to know the person, be picky.”

She frames the process in relatable terms: “Influencer marketing is like dating. Brands have to court the influencers. You’re not going on a date with somebody without knowing some of the basics. It’s the same thing.”

The Human Foundation of Digital Marketing

Throughout TryMus Group’s operations, a consistent thread runs: a recognition that effective digital marketing requires understanding the humans on both sides of the transaction.

“When you’re talking to a person, whether they’re a consumer or the face of the business or the person representing the business, they’re still a person at the end,” Marta emphasizes. “The moment you lose sight of that as a brand is the moment where your disconnect happens with your customer.”

This perspective shapes not just their client work but their broader mission in marketing. “We have an opportunity to drive positive change with our work through our clients,” Marta concludes, emphasizing what she calls “responsible marketing” that considers representation, inclusion, diversity, and accessibility. 

“Marketing has an opportunity to do a lot of good, but it also creates a very toxic environment when it’s not done properly.”