Influencer Marketing 2.0: Building Authentic Relationships

Influencer marketing is a form of social media marketing where brands collaborate with influential people to promote their products and services. You might have seen McDonald’s promoting its limited offers with BTS and Travis Scott.

Do you ever wonder why it works? That’s because people trust recommendations from the people they admire. Also, it helps brands present their message in a more authentic way. Furthermore, influencers give the brand access to a specific section of the audience that brands wish to target.

Suppose you’re an Indian fashion brand; you can contact influencers like Komal Pandey, who has abundant followers admiring her for her fashion skills. This way, she is providing you access to her audience, making them your lead prospects.

But one of the most important things to succeed in influencer marketing is to build relationships. But with whom, why, and how? Learn in this blog post.

Who Should You Build Relations With to Success in Influencer Marketing?

According to SEO Toronto Experts, influencer Marketing thrives on finding the right partners, not just those with the most followers. Here’s where to focus your efforts:

Target the Right Niche through Micro-Influencers.

Micro-influencers are content creators who usually have follower counts between 10,000 to 100,000 within a clearly defined niche.  They possess expertise and passion. They have a highly engaged audience within their specific interest area.

How Can It Benefit?

1. High Engagement: Their followers are deeply interested in their content and recommendations.

2. Authenticity: They are seen as experts, and their product endorsements feel genuine.

3. Cost-Effectiveness: Collaborations are often more affordable than with mega-celebrities.

Example: The Plant-Based Chef: A vegan food brand would benefit far more from partnering with several micro-influencers specializing in delicious, accessible vegan recipes than a single A-list celebrity with no connection to that lifestyle.

Brand Advocates:

Who Are They? These are your customers or fans who already organically share positive experiences with your brand. They might post reviews, tag you in photos, or recommend you to friends.

Why They Matter

Their genuine recommendation for your product or service is incredibly valuable. Their voice is authentic and holds sway within their circles truly.

How can you build a relationship with them?

1. A simple like, comment or repost of their content goes a long way. People really notice their activities.

2. Send exclusive discount codes, small gifts, or early access to new launches.

3. Invite them to share testimonials, participate in contests, or even become official brand ambassadors.

Example: The Fitness Enthusiast: A sportswear brand notices a customer consistently posting stylish workout photos, tagging the brand, and raving about their leggings. This brand could turn them into an ambassador through an exclusive discount program and by featuring their content.

As you set out to search for influencer collaborations, target those having particular interests and professionalism instead of fans. Count more. Identifying and fostering the right micro-influencers and dedicated brand advocates will aid in maximizing your brand message to provide a deeper message impact.

Why Building these Relationships are important?

People regularly consume the recommendations of some influencers as they can relate to them. This is why influencer endorsements can be far more powerful than traditional advertising. Choose influencers whose values, content style, and overall image genuinely reflect your brand’s ethos. If your target customer doesn’t trust them, the message won’t resonate.

The success of Finance with Sharan stems from the genuine trust he’s built with his audience. He simplifies complex financial concepts and presents information responsibly, and his own passion for financial literacy shines through. This builds credibility, making his recommendations for apps, tools, or investment strategies hold weight.

Here are some brands that have partnered with Finance with Sharan:

1. Groww

You might have seen Groww being promoted for its educational content and app. Sharan created very interesting Instagram reels and videos explaining investing concepts in a simplified manner, and there, he effortlessly added the Groww app as a tool to put these concepts into practice.

2. INDmoney

They promote their finance management, investments, and US stocks. Similar to Groww, Sharan uses his platform to educate his audience about financial planning and wealth management. Within this context, he promotes INDmoney as a an app for tracking finances and exploring US stock investments.

3. Jupiter

Neo-banking and financial services of Jupiter are promoted by Sharan, too. He presented their service as a modern banking solution, often through comedic skits and Instagram reels highlighting the app’s features and user-friendly interface.

4. Wint Wealth

They promote their digital gold investments with a focus on convenience. Sharan incorporates Wint Wealth into educational content about asset allocation and investing strategies, positioning digital gold through their app as an accessible and long-term investment option.

Why These Partnerships Work?

Finance with Sharan has built a large, engaged audience of young people interested in learning about finance but often intimidated by the complexity.  Therefore, collaborations with financial apps and platforms have these benefits:

1. Trust Factor

His audience sees him as a credible source.

2. Subtle Educational Twist

He integrates promotions with valuable content.

3. Relatability

His humorous style makes complex topics super interesting and easier to grasp.

How can you Take Action for Your Brand?

1. Seek out micro-influencers or rising voices within your niche. Their engaged communities are gold for authentic promotion.

2. A common ground builds stronger partnerships. Look beyond just aesthetics by prioritizing shared values.

3. Provide value, Not just ads. Focus on how collaborations can educate, inform, or entertain the audience while effortlessly showcasing your brand.

4. Nurture the Relationship with influencers. Make it reciprocal. Early access, feedback opportunities, and celebrating brand milestones together strengthen the connection.

In a Nutshell

The success of Finance with Sharan and his brand collaborations offer valuable takeaways on how to effectively approach influencer marketing in your own niche. If you want to do well using influencer marketing. Don’t just go for the biggest name. Instead, focus on building genuine relationships with influencers whose values reflect your own. This ensures the connection with their audience feels authentic. Regularly engage with the influencers. Acknowledge their content and explore opportunities for collaboration. Influencer marketing shouldn’t be about one-off campaigns but rather an ongoing strategy.

Also Read :- Benefits of Influencer Marketing

How to use Social media for Influencer marketing