In 2021, everybody wants to be an influencer. The job certainly has its perks, especially in fashion, with free clothes and exclusive brand experiences galore. But if the pandemic taught us anything, it’s to not get too comfortable. As the space becomes more and more saturated, the most valuable influencers will be the ones with identities outside of the pictures they post on social media. Since spending is limited, when a brand partners with an influencer, they want to see selling power, not just brand awareness. Influencers who understand business and the value they offer for creating sales will be best positioned for growth.
Julie Sariñana, better known to most as @sincerelyjules, is what we call an OG. With a dozen years of experience as a blogger and over a decade building her brand, she understands what her loyal fanbase looks for in her content. So when activewear curator Bandier looked to launch its first influencer campaign post-COVID, Jules had something very unique to offer. A multi-faceted content creator, not only is Jules the subject of her posts, but she also styles, shoots and edits them. This is the definition of a win-win: Jules has the control to ensure that the pictures she produces flow with her existing brand, while Bandier gets to keep costs low. It also doesn’t hurt that her Instagram posts average around 30,000 likes each.
Julie Sariñana, better known to most as @sincerelyjules, is what we call an OG. With a dozen years of experience as a blogger and over a decade building her brand, she understands what her loyal fanbase looks for in her content. So when activewear curator Bandier looked to launch its first influencer campaign post-COVID, Jules had something very unique to offer. A multi-faceted content creator, not only is Jules the subject of her posts, but she also styles, shoots and edits them. This is the definition of a win-win: Jules has the control to ensure that the pictures she produces flow with her existing brand, while Bandier gets to keep costs low. It also doesn’t hurt that her Instagram posts average around 30,000 likes each.
People are quick to say that influencers are the new magazines, but as “influencing” emerged as a profession, their roles have diverged. People look to editors for interviews, setting trends, elaborate editorial photoshoots and behind-the-scenes access to couture. The best influencers, however, gain their credibility from relatability. Followers look to influencers for product recommendations and style advice, making them the ideal forum to bring magazine trends to life, and connect those trends to specific items that followers can buy right away.
To prioritize authenticity, influencers should communicate with followers and ask them what content they want to see. This gives influencers an opportunity to expand and diversify, maybe even working with brands outside of their original scope. That being said, influencers should define their aesthetic and stick to it, producing the content they are passionate about. When content is driven by actual interest, sponsorships will follow. On the brand side, companies should look to start relationships with influencers who are already posting about their products. It’s much more valuable to turn fans into partners than to turn influencers into fans. To put it simply, garnering mutually-beneficial relationships is the secret to influencer marketing success.
Influencers are here to stay, and the more brands are able to learn about the benefits of working with them, the more people will throw their hat in the ring for the job. Once that saturation point is hit, however, the most skilled and versatile content creators will rise to the top. While they have completely changed the way we understand models and traditional celebrities, the ultimate outcome provided by influencers is a closer relationship with consumers, which is also the most important thing for brands looking to achieve sustainable growth.
To prioritize authenticity, influencers should communicate with followers and ask them what content they want to see. This gives influencers an opportunity to expand and diversify, maybe even working with brands outside of their original scope. That being said, influencers should define their aesthetic and stick to it, producing the content they are passionate about. When content is driven by actual interest, sponsorships will follow. On the brand side, companies should look to start relationships with influencers who are already posting about their products. It’s much more valuable to turn fans into partners than to turn influencers into fans. To put it simply, garnering mutually-beneficial relationships is the secret to influencer marketing success.
Influencers are here to stay, and the more brands are able to learn about the benefits of working with them, the more people will throw their hat in the ring for the job. Once that saturation point is hit, however, the most skilled and versatile content creators will rise to the top. While they have completely changed the way we understand models and traditional celebrities, the ultimate outcome provided by influencers is a closer relationship with consumers, which is also the most important thing for brands looking to achieve sustainable growth.