The art of influencing

1. Engagement over follower count

One of the most common pitfalls brands fall into is focusing too much on the follower count. It’s easy to assume that bigger means better, but that’s rarely the case. A creator with millions of followers might look impressive on paper, but if their audience isn’t engaged, it won’t translate to results. What really matters is engagement rate and how actively their followers interact with their content. A smaller, highly engaged audience will deliver far better outcomes than a disengaged large following.

2. Invest in your community

We’ve seen over the last year that there’s a growing trend of brands shifting focus from flashy influencer trips to investing in their own communities. More brands are swapping big-name influencer experiences for smaller, community-driven trips that showcase how they value their loyal customer base. We’ve seen fantastic results from this kind of campaign with the Refy ‘community-first’ trip to Mallorca earlier in 2024. The brand hand-selected their most engaged customers and whisked them away on an immersive experience hosted by brand founder and influencer Jess Hunt, in a bid to create long lasting positive connections amongst attendees.

The trip was a huge success, and the brand have really managed to shift from solely relying on traditional influencers to empowering their community into becoming the influencer. In doing so, they’ve built a fiercely loyal customer base that genuinely connects with the brand and have generated authentic content that people connect with, rather than just perfectly curated posts.

3. Choose the right influencers and utilise their expertise

Knowing who your influencers are, what kind of content they create, and who their audience is makes all the difference. The best partnerships come from alignment—not just in aesthetics but in values and audience demographics.

It’s also completely acceptable to ask for previous work examples, rate cards, and performance stats. Good influencers will be more than happy to share, as it helps them showcase their own expertise. Brands should see influencer collaborations as a two-way partnership. You’re not just hiring someone to promote your product, you’re leveraging their creativity and deep understanding of their audience. That means giving them the creative freedom to do what they do best, rather than handing them rigid, uninspired briefs. The best campaigns are built on trust and collaboration.

4. Know your influencers inside out
I won’t lie – my screen time is somewhat alarming, but there’s a reason for it. Keeping up with influencers goes beyond just knowing their content, it’s about knowing their lives. If they’ve just got engaged, announced a pregnancy, moved house, or are about to go on holiday, these are all key moments that brands can tap into. Being reactive to life updates allows for thoughtful collaborations, whether that’s a well-timed gift or a partnership that feels personal and authentic.

The more you understand about the people you work with, the more meaningful and effective your influencer campaigns will be. The more time you invest in keeping up with creators, the better positioned you’ll be to create impactful, relevant campaigns that actually resonate.

5. The power of long-term paternerhships
Another key piece of advice is to prioritise long-term partnerships over one-off placements. A single paid post might generate some buzz, but ongoing collaborations build trust with an audience in what is now a deeply oversaturated market.

By implementing these strategies, brands can build stronger, more authentic relationships with creators and, ultimately, see greater success in their influencer marketing campaigns.

To find out how we can support you with your brands influencer outreach, contact our Digital Team [email protected]