It’s no secret that word-of-mouth marketing is one of the most effective forms of marketing out there. In fact, a Nielsen survey found 92% of consumers trust friends and family over traditional advertising. So, where does that leave influencer marketing? Not family and not quite friends, but still more trusted by audiences than traditional ads.
Skilled influencers grow their audience and create what psychologists refer to as “parasocial relationships.” Defined by Psychology Today as: “one-sided relationships in which a person develops a strong sense of connection, intimacy or familiarity with someone they don’t know, most often celebrities or media personalities. These relationships exist only in the mind of the individual, who experiences a bond despite the lack of reciprocity.”
These parasocial connections have changed the landscape in which people make their purchase decisions. So much so that an October 2024 study by GoDaddy found that Gen Z trusts influencers more than friends when making purchase decisions.
So how can brands capitalize on these partnerships, and where do you start?
- Start by identifying your target audience and the goal of your influencer partnership. Different content partners offer different services; have a general idea of what you’re interested in.
Content types to consider:
-
- User-generated content (UGC) that your partner can post organically or boost as ads
- Blogs
- Podcast mentions
- Feed posts
- Short-form video
- Carousel posts
- Story posts
- A highlights feature
- Affiliate links
- Contests and promotions
- Identify content creators whose audience aligns with yours, and don’t be afraid to think outside the box. Sometimes the best partners aren’t the obvious ones.
- Reach out to content partners to review their media kits and ensure their audiences align with yours.
- Identify your budget and prepare for contract negotiations. You may have an idea in mind, but stay open to their recommendations. After all, they know their audience best.
- Agree on deliverables and a timeline. Make sure to finalize your agreement with a contract and include reporting requirements after the post date.
- Evaluate content performance. If the collaboration was successful, explore a continued partnership with the content creator.
Red Chair Reflection
Sometimes the best community influencers aren’t “influencers” at all. Local collaborations with people who have sway over your target audience can be the most impactful and mutually beneficial partnerships. Building real relationships with your content partners isn’t optional; it’s a key component of a successful collaboration.
Want help building the right influencer partnerships for your brand? Reach out to [email protected], and we’ll pull up a chair together.
Pictured: JayRay content partners @HonestChatter, @ItsAnne_WithAn_E, @LexiPotPie and @TravelWithPortia exploring @Woodinville_Wine_Country.