In the dynamic world of digital marketing, brands are constantly seeking fresh ways to engage with new audiences through social media influencers. We’ve gathered insights from CEOs and Social Media Managers, among others, to offer you six unique strategies. From co-creating content with influencers to establishing mutually beneficial partnerships, discover how to maintain authenticity while expanding your reach.
- Co-Create Content with Influencers
- Partner with Authentic Micro-Influencers
- Seek Synergistic Influencers
- Leverage Relatable Influencer Content
- Connect with Niche-Audience Creators
- Establish Mutually Beneficial Partnerships
Co-Create Content with Influencers
Darryl Stevens, CEO, emphasizes the effectiveness of co-creating content with influencers to maintain authenticity and achieve significant engagement and follower growth. “One effective strategy for leveraging social media influencers to reach new audiences while maintaining authenticity is to co-create content with the influencers. Instead of merely sponsoring posts, involve influencers in the content creation process to ensure their genuine voice and style are reflected.
For example, during a recent campaign for a sustainable fashion brand, we worked closely with influencers to develop a series of behind-the-scenes videos and eco-friendly fashion tips. The influencers shared their personal experiences with the brand’s products and highlighted how they align with their own values of sustainability. This approach not only broadened our reach but also maintained authenticity, as the content felt organic and true to the influencers’ usual posts. The campaign resulted in a 35% increase in engagement and a significant boost in follower growth, demonstrating that co-creating content with influencers can effectively expand your audience while preserving authenticity.”
Partner with Authentic Micro-Influencers
Andrew Lee Jenkins, a business owner, advocates collaborating with micro-influencers for authentic content and higher engagement. “I think one effective strategy is to collaborate with micro-influencers who genuinely align with your brand’s values and niche. These influencers may have smaller followings, but their audiences are highly engaged and trust their recommendations. In my experience, micro-influencers are more likely to produce authentic content because they’re not just promoting for a paycheck; they genuinely care about the products they endorse. This authenticity resonates well with their followers, leading to higher engagement and more genuine connections. Partnering with the right influencers can help your brand reach new audiences in a way that feels organic and trustworthy.”
Seek Synergistic Influencers
Fey Grimm, in her role as a Social Media Manager, suggests focusing on influencers who closely align with the brand’s values and target audience, fostering synergy.“When seeking out influencers, don’t focus too much on follower counts. Instead, focus on people who intrinsically have synergies with the products you offer and the problems that you are looking to solve. Someone who will be able to tell an authentic story while remaining relevant and true to themselves, and who has a highly engaged audience, is more likely to convert their followers into buyers.”
Leverage Relatable Influencer Content
Luka Maric, a business founder, emphasizes the importance of using authentic influencers who resonate with targeted audiences through relatable content. “Influencers on social media are authentic by default. People relate to people, so finding great individuals to promote your products is well worthwhile. For us, reaching new audiences means having relatable influencers by demographic, or covering certain topics with influencer content that we know resonates with different stages of a consumer’s journey.Something like ‘preparing your home for a new puppy’ is content that gets high social engagement, but also acts as a good hook into our products. Having those products demonstrated by an influencer, and even a puppy, is an authentic way to promote your solution.”
Connect with Niche-Audience Creators
Jack Van Leer, a Digital Marketing Consultant, recommends aligning with creators who have even niche connections to your brand or products, ensuring authentic collaborations that resonate with their engaged audiences. “Find creators who could have a link to your brand, page, products, or services, no matter how niche or small this link may be. Think about where you may find your product or service and find influencers in those spaces! Your audiences have a strong chance of showing interest in your brand through the influencer they follow and trust. With a link from the creator’s content to your brand, this ensures an authentic look to a collaboration.”
Establish Mutually Beneficial Partnerships
Evan Tunis, company President, emphasizes the importance of establishing mutually beneficial partnerships with influencers to create authentic content that resonates with both parties’ brands. “An effective strategy for brands to harness the power of social media influencers is to establish a mutually beneficial partnership. This means that instead of simply paying an influencer to promote your brand, you should work together to create content that aligns with both the influencer’s personal brand and your brand’s messaging. By collaborating with the influencer in this way, their audience will be more likely to engage with and trust the content as it maintains its authenticity. This type of partnership also allows for creative input from both parties, resulting in more engaging and genuine content that can reach new audiences on social media platforms.”
Special thanks to Featured for their continued help in the creation of this blog post. Click below for more strategies from the Nativa team regarding Influencer Marketing.
