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How do you emotionally connect with your influencer's audience?

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Influencer marketing is a powerful way to reach and engage your target audience, but it's not enough to just find the right influencer and pay them to promote your brand. You also need to emotionally connect with their followers, who trust and admire them, and who may become your loyal customers. How do you do that? Here are some tips to help you create influencer marketing content that resonates with your influencer's audience.

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1 Understand their pain points

Before you create any content, you need to understand what your influencer's audience cares about, what problems they face, and what solutions they seek. You can do this by researching their demographics, psychographics, interests, and preferences, as well as by listening to their feedback, comments, and questions on social media. By understanding their pain points, you can tailor your content to address them and show empathy and value.

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Vahbiz Cooper

Digital Marketing Dynamo: Mastermind Behind Influencer Campaigns, Strategic Branding, and Social Media Mastery
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To deepen emotional bonds with your influencer's audience, authenticity is paramount. Ensure the influencer genuinely aligns with your brand. Craft content that resonates with the audience's experiences and challenges relating relatable narratives that draw followers in. Encourage conversations, respond to comments, and seek input from the audience. This demonstrates that your brand listens to its followers. Emotional triggers play a significant role. Whether through humour, nostalgia, or empathy, these elements can evoke strong emotions, making your content more memorable and shareable. Maintaining a consistent tone and visual style across content is crucial. This consistency helps reinforce brand identity.

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2 Align with their values

Another way to emotionally connect with your influencer's audience is to align your brand message and values with theirs. You want to show them that you share their beliefs, passions, and goals, and that you support the causes they care about. For example, if your influencer's audience is environmentally conscious, you can highlight your sustainability practices, or if they are into wellness, you can showcase your health benefits. By aligning with their values, you can build trust and credibility.

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Jessica Banaghan

Marketing Manager | Hospitality | Creativity + Innovation
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Alignment of values is key for influencer audience engagement. Consumers are smarter and more intelligant to see through content and advertisements that aren't aligned with the influencer. Why would you buy a product an influencer promoted if it isn't something they would buy themselves? When thinking about the influencers audiences, treat as if it was your own brands audiences by creating a persona and merging your brand values with theirs seamlessly.

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3 Tell stories

Stories are one of the most effective ways to capture attention and emotion, and to make your content memorable and relatable. You can use stories to showcase your brand personality, your influencer's experience with your product or service, or your customer's success stories. You can also use stories to educate, entertain, or inspire your influencer's audience, and to show them how your brand can help them achieve their desired outcomes. By telling stories, you can create a connection and a conversation.

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Alan Gray, MSc (Oxon) CPsychol AFBPsS

Behavioural Scientist | Consultant, Writer, Public Speaker
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The best influencers are storytellers. They don’t just tell us that a product works, they show us it working. Good influencers take us on a journey. They go through struggle and strife, trial and tribulation, and end up changed. The best influencer posts often centre around a narrative question. Will it work? Will they succeed? Will everything be okay? And these questions pull us into the drama. We become invested in the outcome because we begin to understand the stakes. This isn’t just a standard product placement but an opportunity to gain insight into an influencer’s true character! It's an essential component of authentic influencer marketing -- and an element psychological science strongly recommends.

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4 Use visuals

Visuals are another powerful tool to enhance your influencer marketing content and to appeal to your influencer's audience. Visuals can help you convey your message more clearly, attract more attention, and evoke more emotion. You can use visuals such as images, videos, infographics, or animations to illustrate your points, to show your product or service in action, or to create a mood or a feeling. You can also use visuals that match your influencer's style and aesthetic, and that fit the platform and format you are using. By using visuals, you can make your content more engaging and appealing.

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5 Encourage interaction

Finally, you can emotionally connect with your influencer's audience by encouraging interaction and feedback. You want to make your content interactive and participatory, and to invite your influencer's audience to join the conversation, to share their opinions, to ask questions, or to take action. You can do this by using calls to action, polls, quizzes, contests, challenges, or user-generated content. By encouraging interaction, you can increase engagement and loyalty.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you emotionally connect with your influencer's audience?

1

2

3

4

5

6

1 Understand their pain points

2 Align with their values

3 Tell stories

4 Use visuals

5 Encourage interaction

6 Here’s what else to consider

Influencer Marketing

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How do you emotionally connect with your influencer's audience?

1

2

3

4

5

6

1 Understand their pain points

2 Align with their values

3 Tell stories

4 Use visuals

5 Encourage interaction

6 Here’s what else to consider

Influencer Marketing

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