How Lifestyle Brands Can Leverage Influencer Marketing

Influencer marketing is a proven way to promote your brand or products with established and profitable content creators on the internet. True influencers have a proven track record of making authentic connections with their audience and moving them to take buying actions. 

Their followers are already loyal. They already trust them. You are paying to borrow that loyalty and trust.

Most influencers operate on social media, blogs, and podcasts. Leveraging an influencer in your marketing strategy could be part of a brand awareness campaign or new product launch and will often see a boost in conversions and sales.

If you’re considering influencer marketing for your lifestyle brand, here is what you need to know before getting started.

Choosing Your Influencer

Unless you already know an influencer that will represent your brand for a reasonable price, you’ll need to find one. You’ll have the most success with an influencer who already operates in your niche or someone with whom you share a target audience. 

If your lifestyle brand specializes in high-quality home furnishings for upper-middle-class ladies, you probably don’t share the target audience of someone who markets primarily to high-performance fitness junkies or DIY crafters. 

Once you find a potential match, you’ll need to measure or request their engagement metrics to see how effective your campaign has the potential to be. Likes and follows are great, but they’re considered “vanity metrics” and not necessarily indicative of authentic engagement. 

Here are a few things to check when gauging the true influence of your influencer:

Calculate Their Engagement Rate

This is a simple calculation of dividing their average number of engagements (likes, comments, and shares) by the number of fans or followers. For example, if their average post gets 300 likes, 50 comments, and 20 shares, you total this up to 370 and divide by their 10,000 followers. 

This results in an engagement rate of 3.7 percent. But take care to actually look at the comments and check for any fake or bot activity. 

Who Follows Them Back?

It’s all about who you know, right? Check to see what kind of accounts are engaging with this influencer. Is it your target audience? Do they engage with this influencer already?

What Is Their True Reach Potential?

Is this influencer active on more than one platform? Can they prove they’re good at what they do and not just lucky on one channel? You don’t want to be pigeonholed by their limitations. 

Solo Influencer vs. Influencer Agency

When forging out on your own to recruit an influencer, you don’t want to pitch them right away. You need to make a genuine connection, follow them, engage, and build a relationship. Prove to them that your brand is a good fit for their image. 

This takes time. And that’s before all the legal and financial negotiations begin. 

An influencer agency comes pre-loaded with an arsenal of vetted influencers, and they can help you find that perfect match. They will also help you develop a strategy, provide you with campaign analytics, and manage all of the contracts and payments. 

Explore All Content Types 

With all the diversity that social media offers today, don’t settle for “just a blog post.” Those still have incredible potential for ROI, but so do a lot of other mediums. Consider all the forms of content available on the platform where your target market is most likely to be.

Influencers, and thereby your audience, don’t exist solely on Instagram and Facebook. Think outside the box! Consider audio-only platforms like Clubhouse or podcast features. If you’re marketing to those DIY crafters, your brand might be more at home on Pinterest. 

Wherever you end up, diversify your campaign with stories, live videos, or short videos like Reels or TikTok videos. Always negotiate for more than one type of content. 

Lifestyle, But Make It Real

Most users are over the days of fake and highly filtered social media. As a lifestyle brand, your goal is to embody the interests, values, and goals of your target market in order to make a connection. 

Who you work with is crucial, so choose your influencer wisely! You want to inspire and motivate your ideal customer by contributing positively to their life, not by intimidating them and showcasing something disingenuous or phony. 

Influencer marketing for lifestyle brands is the best way to create an emotional connection and a sensory-driven experience – one that gets results.