When working with influencers, seek out true partnerships over “one and done” post relationships. Of course, a singular post with your product in hand can earn tons of impressions and potentially a bunch of likes and engagements too. However, if you want to really move the needle, you should look to integrate into their life and routine.
If an influencer really has a captive audience that actually pays attention to their recommendations and guidance, as is the case with @sweatsandthecity, then you should look to create a transformational relationship vs. a transactional one. Here she talks about a 9-month journey, to try and get her gut health back in line after a battle with diverticulitis. She credits meditation, cutting out foods found to be an issue in an Alcat Test, Acupuncture AND our client Terra Origin’s Healthy Gut product, as the steps to getting there. What an amazing endorsement!
If you have a great product and believe in it, look for partners who can convey that message for you. It can be the benefit, the clean label and/or the taste that stands out. Have them help you package that story and speak to something they have personally used or consumed and actually appreciate. Then let them do the storytelling in their own way and look at the depth (engagements, actual words in the comments and chances for a dialogue) even more so than the width (impressions and follower count). That is much more likely to INFLUENCE consideration and trial from their audience, which is the whole point of it all, isn’t it?