Everyone’s using influencers — one recent report made a splash with a survey that found 59% of marketers planned to use more influencers than in 2024. But even though everyone is jumping on the proverbial trend bandwagon, not everyone’s doing it well.
Brands are seeing the value in influencer marketing and the power of a testimonial from a trusted personality. We’re seeing more of it across many different markets, from fashion to building materials.
But while the value for many brands is clear, the execution isn't always on point. Many partnerships simply don't feel like a natural fit for each other, and content that feels forced won't get results. So how can you know when you've found the right influencer fit?
When they're not well matched, brands can do more harm than good with their influencer collaborations. Some cringe moments I’ve observed as a social media expert: brands having influencers essentially reading a script without any creative liberty, and partnerships that feel unnatural and forced.
So I've developed a quick guide to influencer marketing. It isn’t meant to give you all the answers; instead, it covers the basic questions to consider when you’re seeking an influencer to partner with.
While brands are eager to partner with creators, too many are chasing follower counts and eyes on the product over the right fit. You can still get that reach with the right influencer—focusing on quality over quantity. You just need to do your homework.
While there doesn't have to be a direct line to your target market, there should be an organic connection. For example, content creators who focus on lifestyle content. What do they do? What do they talk about? Dive deep and see if there’s a chance for your brand to find its new ambassador. For example, an influencer who focuses on fashion and has an uber-colorful presence—might that be a fit for launching a more style-focused angle on a paint color you’re producing? You can draw lines from your product to their content, as long as it feels believable.
Micro-influencers are on the rise, as we’ve known for some time, in part because they’ve built strong social communities. The other side of that coin is that their audience starts to learn their patterns, likes, dislikes, how they speak and more because they’re so hyper-engaged in their content.
If you’re a brand that has nothing to do with their niche, or even complement their niche, is it worth the partnership? You may be getting more eyes on your product but overall, it could come across as confusing (especially when you're giving a script on what to say about the product that doesn’t match their tone of voice). Big reach means nothing without real relevance.
A lot of influencers create recurring, recognizable things within their content. It could be their editing style, a phrase they always say, or something else their audience recognizes them for. If it’s a phrase, does that phrase complement the language you use within your brand identity? If it’s their editing style, such as certain camera angles, consider how that could be incorporated into the content they create for you. Does their overall style align to some of the lifestyle attributes your brand is trying to emulate?
There are certain things you can most likely negotiate, but neither party should be stripping too much of their brand identity. The real magic happens when brands choose influencers who truly align with their values, audience and voice.
This is one to really pay attention to. If this influencer takes brand deals, compare the videos to their typical organic content. Look at the comments and see what their audience is saying about the brand partnership. Is it positive? Is it negative? Is their audience excited about the product? Some influencers have a very honest audience who will speak out if it doesn’t feel authentic and generate conversation in the comment section.
This isn’t always the case. Most of the time, the post just won’t get good engagement. But you want to get your money’s worth, so try and do that research up front.
You also want an influencer who is thoughtful about their partnerships, not just taking anything that comes their way. You don't want your content to get lost in a sea of ads that don't have a strong connection to the creator. If this is the case, unless they're known for reviewing products, skip to the next.
Who you decide to attach to your brand will say more than you think. If a brand is partnering with any large macro-influencers because they can get the reach, it’s not a secret. Consumers notice the advertising-like nature and tune it out as noise.
Brand collaborations can be fun and a potential to branch out into new markets, but they can be even better if you’re able to build a long-lasting partnership that already has an “in” with your market.
For our client Owens Corning Roofing, influencer Erin Napier was the perfect fit not just for her high profile as an HGTV personality, but because she appreciates the visual impact of the roof on a home’s exterior style. As a graphic designer and self-proclaimed “roof geek” Erin uses her own words and signature watercolor paintings to express her design sensibility in a way that organically aligns with the brand’s color leadership. Her husband Ben adds his own brand of humor along with a more performance-driven perspective.
Remember that consumers are savvy, and they can easily spot when a brand is reaching for just any influencer to sell their product. When it feels scripted, it shows that the influencer is taking on the partnership as a cash grab even though they don’t know anything about the product or brand. That kind of collaboration could have the opposite effect on your efforts to increase awareness and ultimately sales in the long run.
Instead, challenge yourself by indulging in the internet lore. Learn who’s trending. Learn what they’re known for. And see if there’s a way your brand can fit and develop that partnership. Think of this as an investment for your brand. Your brand could have a fan base that you’re completely unaware of. Or maybe you are aware, but not sure how your brand can monetize it.
Social media is a dynamic and ever-evolving medium, but there are a few evergreen rules as well. Having the right partners in place can help you navigate change while staying true to your brand.
Are you looking to partner with experienced experts to build an influencer strategy? Get in touch with us.
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