The power of influencer marketing to grow a brand

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For years, influencer marketing has become a powerful tool for brands to reach their target audience. With the rise of social media platforms and the growing influence of online personalities, partnering with influencers can significantly enhance a brand’s visibility and credibility.

However, to truly leverage the potential of influencer marketing, brands need to focus on building authentic relationships with influencers.

This article will explore some best practices for brands to establish meaningful connections with influencers, ensuring a successful and long-lasting partnership.

The Power of Influencer Marketing

Before we delve into the best practices, let’s take a moment to understand why influencer marketing has gained so much traction. Hubspot reported that 89% of marketers who deal with influencers will increase or maintain their investment for this year.

Since consumers today crave authenticity, influencers can offer an avenue for brands to connect with their target audience in a genuine and relatable way.

Influencers have also built loyal followings based on their expertise, creativity, and unique perspectives.

When brands collaborate with influencers, they tap into this built-in trust, allowing their message to resonate more strongly with consumers. This was proven in a survey conducted by Matter Communications, which revealed that 81% of consumers rely on influencers to decide on their purchases.

1. Finding the right fit

To establish an authentic relationship with influencers, brands must first identify the right individuals who align with their values, target audience, and brand image. Rather than focusing solely on follower count, looking for influencers whose content and audience demographics align with the brand’s goals is crucial.

For example, if a brand specializes in sustainability, collaborating with influencers passionate about eco-friendly lifestyles would be more effective than partnering with influencers with a large following but unrelated lifestyles.

Another example would be popular online computer science degrees that partner with tech influencers knowledgeable in technology. By finding influencers who genuinely resonate with the brand’s values, brands can create more authentic content and connect with their target audience on a deeper level.

2. Building genuine connections

Once suitable influencers have been identified, it’s important for brands to foster genuine connections with them. Influencers are not just marketing tools; they are real people who value authentic interactions and relationships.

Therefore, it is significant to negotiate with the best social media influencers. Here are a few best practices for building authentic connections with them:

3. Personalized outreach

When reaching out to influencers, avoid generic templates. Take the time to research their content, engage with their posts, and demonstrate a genuine interest in their work.

Personalized messages highlighting specific aspects of their content will resonate more with influencers and show that the brand values individuality.

4. Collaboration and co-creation

Involve influencers in the creative process. Encourage their input and ideas, allowing them to bring their unique perspectives to the collaboration.

By co-creating content, brands foster a sense of ownership for the influencers and ensure that the content aligns with their style and resonates with their audience.

5. Long-term partnerships

Building long-term relationships with influencers can yield significant benefits. Instead of engaging in one-off collaborations, brands should consider ongoing partnerships that genuinely allow influencers to integrate the brand into their content over time.

This approach leads to a more organic and authentic brand representation and fosters a deeper connection with the influencer’s audience.

6. Transparency and trust

Transparency is paramount in influencer marketing to maintain trust and authenticity. Brands should communicate their expectations, guidelines, and any compensation involved in the collaboration from the outset.

This transparency sets the foundation for a successful partnership and ensures that influencers can uphold their integrity and maintain credibility with their audience.

Additionally, brands should encourage influencers to disclose their partnerships and sponsored content in compliance with relevant advertising regulations. Adhering to disclosure guidelines enables brands and influencers to maintain transparency, thereby fostering trust with their audience.

7. Measuring success

To evaluate the success of influencer marketing campaigns, brands should define clear objectives and key performance indicators (KPIs) from the start. These goals can vary from increased brand awareness and engagement to driving sales or conversions.

Setting measurable targets allows brands to effectively assess the impact of their collaborations and make data-driven decisions for future campaigns.

Also, using appropriate tracking tools, brands can monitor metrics such as reach, impressions, engagement rates, and conversions attributed to the influencer’s content. These insights provide valuable feedback on the effectiveness of the collaboration, allowing brands to refine their strategies and optimize future partnerships.

8. Micro-Influencers: The Power of Niche

While partnering with macro-influencers with millions of followers can be appealing, brands should not overlook micro-influencers’ value. Micro-influencers typically have a smaller but highly engaged and dedicated following within a specific niche.

These influencers often have a deep connection with their audience and are considered more relatable and trustworthy.

Collaborating with micro-influencers allows brands to tap into niche markets and reach a highly targeted audience. By leveraging the passion and expertise of micro-influencers, brands can create more personalized and authentic content using content writing tools that resonate strongly with their intended consumer base.

9. Authenticity over perfection

In influencer marketing, authenticity reigns supreme. Today’s consumers appreciate genuine and relatable content over polished and overly curated posts. Brands should embrace the imperfections and quirks of influencers, as these traits contribute to their authenticity.

Consumers are more likely to trust and connect with influencers who showcase their real selves, including their vulnerabilities and challenges. Encouraging influencers to be authentic in their collaborations allows for a deeper emotional connection with the audience and strengthens the credibility of both the influencer and the brand.

10. Leveraging user-generated content

User-generated content (UGC) has become a powerful tool for brands to amplify their influencer marketing efforts. Encouraging influencers’ followers to create and share their own content related to the brand fosters a sense of community and authenticity.

UGC extends the reach of influencer campaigns, provides social proof, and builds trust among potential consumers. This type of content marketing is significant in conversions and sales.

Brands can create campaigns and contests centered around UGC, encouraging their audience to actively engage with the brand and share their experiences. This approach not only strengthens the brand’s relationship with influencers but also empowers its audience to become brand advocates.

11. Establishing clear communication channels

Clear and effective communication is essential in any successful influencer-brand relationship. Brands should establish open lines of communication with influencers to ensure a smooth collaboration process. This includes clearly outlining campaign objectives, deliverables, timelines, and contractual agreements.

Regular communication should be maintained throughout the partnership to address any questions, concerns, or updates. By fostering transparent and effective communication, brands and influencers can align their expectations and work together towards shared goals, ultimately strengthening their relationship.

12. Long-term benefits of authentic relationships with Influencers

Building authentic relationships with influencers can yield long-term benefits for brands. When a brand establishes a genuine connection with an influencer, it opens the door for ongoing collaborations and partnerships.

Long-term partnerships allow influencers to better understand the brand, its values, and its products or services. This familiarity enables influencers to create content that seamlessly integrates the brand into their own personal brand, resulting in more authentic and impactful campaigns.

Moreover, long-term partnerships provide stability and consistency, allowing brands to maintain a strong presence in the minds of their target audience.

Successful examples of brands that succeeded in Influencer Marketing

Several brands have excelled in building authentic relationships with influencers, resulting in impactful collaborations. Let’s explore a few examples:

1. Glossier x Into The Gloss

Glossier, a popular beauty brand, started as a blog called “Into The Gloss,” created by founder Emily Weiss. By leveraging the established relationship and trust built through the blog, Glossier seamlessly transitioned into a successful brand.

The partnership between Glossier and influencers who were loyal readers of “Into The Gloss” helped the brand cultivate an authentic and engaged community.

2. Airbnb x Travel Influencers

Airbnb has strategically collaborated with travel influencers worldwide to showcase unique accommodations and travel experiences. By partnering with influencers who genuinely love travel and storytelling, Airbnb has created captivating content that resonates with its target audience.

This approach has not only increased brand awareness but has also driven bookings and customer loyalty.

3. Gymshark x Fitness Influencers

Gymshark, a fitness apparel brand, has successfully built a community of loyal customers by collaborating with fitness influencers. These influencers promote the brand and actively engage with their audience, sharing workout tips, fitness challenges, and personal journeys.

The brand’s commitment to empowering fitness enthusiasts has fostered a strong sense of authenticity, leading to increased brand loyalty.


Building authentic relationships with influencers is essential for brands to leverage the full potential of influencer marketing. By identifying the right fit, fostering genuine connections, maintaining transparency, and measuring success, brands can establish meaningful partnerships that resonate with their target audience.

Remember, influencer marketing is not just about numbers; it’s about creating authentic connections that lead to long-lasting brand loyalty.

So, take the time to build genuine relationships with influencers and watch your brand flourish in digital marketing.

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