The Future of Influencer Marketing: Collaborating with Non-Traditional Influencers
This marketing strategy involves leveraging influential individuals to promote products. These influencers who may not fit a conventional mold are gaining popularity and reshaping the future of influencer marketing. Nontraditional influencers are individuals who possess a following and have the ability to influence their followers’ behaviors. Unlike traditional influencers, they may not have millions of followers, but they possess a dedicated and engaged audience that trusts their opinions.
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These influencers can be found across various platforms such as Youtube, podcasts and TikTok and they come from diverse backgrounds. They can be everyday people, experts in specific fields or micro influencers.
The rise of nontraditional influencers is driven by several factors. First collaborating with nontraditional influencers is often more cost effective compared to partnering with traditional influencers who demand high fees due to their fame and a large following. Nontraditional influencers offer an affordable alternative, making influencer marketing more accessible to businesses with limited budgets.
Moreover non traditional influencers bring a fresh perspective to a brand’s marketing strategy. By collaborating with nontraditional influencers, brands can tap into new demographics and target markets that were previously untapped.
Unlike celebrities or social media stars, nontraditional influencers often have a closer relationship with their followers. They are perceived as genuine, trustworthy individuals who share similar interests and experiences. This authenticity leads to higher levels of engagement, trust and influence among their audience.
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When it comes to collaborating with nontraditional influencers, brands must understand distinct qualities and characteristics that set these influencers apart. It is crucial to identify influencers whose values align with brands, ensuring a natural fit for partnership. Thorough research should be conducted to find influencers who possess the desired target audience and demonstrate a genuine passion for brand products and services.
Collaboration with nontraditional influencers can take various forms. Brands can engage non traditional influencers in sponsored content, product reviews, social media takeovers and even joint content creation. While it is essential to establish guidelines and objectives for collaboration, it is equally important to give non traditional influencers creative freedom. Allowing them to express their own authentic voice and style enables them to connect with their audience in a way that feels organic and genuine.
Successful collaborations between brands and non traditional influencers serve as exemplars for the future of influencer marketing. One notable example is partnerships between American Express and Instagram account. By collaborating with this nontraditional influencer, American Express created a series of short films featuring stories of small business owners in New York City. This collaboration was a success due to its natural alignment of values and opportunity to showcase American Express's support for small businesses.
Another successful collaboration took place between Proctor and Gamble and Tiktok user Tabitha Brown. As a vegan food influencer with over 4 million followers on TikTok, Brown partnered with Proctor & Gamble to promote their plant-based cleaning products. The collaboration resonated with Brown's followers, who were already interested in plant-based products, resulting in an increase in revenue.