Updated: May 19
Everything you create, how consistently you create, for whom you create, and the way you promote it all can have a massive impact on how you and your content are received. How consistently and intentionally your followers engage with you is far more important than your actual follower count. Let’s go over some quick tips to maximize your content’s impact and be more successful as an influencer.
Many people think the secret to having true influence is having a large audience. Sorry to burst your bubble, but if all those people are not connected with you and what you stand for to the point where they are actually interacting with you and your content, all those followers don’t mean a thing. Engagement is key! It’s easy to blame a low engagement rate on the Instagram algorithm, but let’s all just take into consideration that the algorithm is set up to serve people more of what they are already loving and engaging with. That then begs the question of what do you need to do to create content people love and engage with? What does it take to actually be influential online?
Be Passionate and Intentional
You need to actually be passionate about what you do and are posting about. If you are not motivated to engage consistently, then you’re in for a rude awakening. You need endurance to withstand the ups and downs of what it takes to build a true following but that can’t happen unless there’s real passion for what you’re creating and the community you’re growing. Don’t forget the “why” part! Doing all this with integrity and honesty is important because it will drive you in times of doubt and will give you the edge over people who care more about their own clout than their audience.
Remember What It’s All About
It’s hard to remember this sometimes, but what you post about and what kind of content actually strikes a positive cord has very little to do with you and everything to do with your audience. Is there actual value there? Something helpful that makes their lives easier, better, more entertained, etc.? An influencer’s job is to serve her/his tribe above everything else. Part of that includes keeping a close eye open for what people are interested in and looking for. You will start to see more growth, especially in your engagement when you start creating with your audience’s needs at the forefront.
On the other side of this same coin, people end up following you, loving what you do, and looking to you because all the value you give them resonates because of the way YOU deliver it. Think about it this way: there are about a million fashion bloggers and they all deliver value in some way, but what makes people follow you over the others? It’s your secret sauce, the way only you show up and deliver. All of that said, the takeaway here is that it’s all about BALANCE when it comes to who you create for and making sure that your special way of doing things is still taken into consideration.
Meet Them Where They’re At
To keep people engaged, make sure there is some variety in the touch points you’re providing for your audience to connect with you. This is important because people who follow you and come across you for the first time are clearly at different levels of loyalty and you have the opportunity to meet them where they are. Stay with me here, let me nerd out and explain this from a marketing perspective.
If we were a big brand, we would explain this by grouping our audience into different stages in their “customer journey” to categorize them by how familiar they are with us. This would help us determine how to best serve people in each stage in order to get them from a handshake to a loyal customer. For you, it’s helpful to think about the difference between people who have been following you forever and are you ride or die’s, people who just discover you for the first time, and the people in between.
There are different levels of familiarity, trust, and loyalty that you can take into consideration when creating content. What you want is for people to feel like you are speaking directly to them, and that they are not alone in their worries, interests, or worldview. Sharing content that speaks differently to each group and doesn’t take a one size fits all approach is the way to get people to trust you, remember you, and keep coming back for more.
Niche, Niche, Niche
If I had a quarter for every time I’ve explained the beauty in niching down, I’d be a millionaire. It’s said so often because it’s true: if you are trying to talk to everybody, you are talking to nobody. You are better off targeting specific groups of people with the content you create and the way you show up online so that the message actually reaches them (algorithm) and that they begin to associate you with the things they’re already interested in (influence). You want the hard work you’re putting in to translate into messages that resonate and eventually into action from your audience. The best way to do that is to get as clear and specific as possible about who you are talking to and what you can do for them. It seems counterintuitive at first to niche down and create for such a hyper-specific type of person, but it's the most effective way to create trust, authority in your industry, and a personal touch that will set you apart from other creators.
If you want more tips and advice from an agency’s perspective, check out our other blog posts that break down some of the topics covered in this article. But if you are ready to fast-track your approach and expand your influence, you can get your free Getting Started Guide HERE.
About The Author
Katherine Pereda is the Founder and CEO of The Influencer Grapevine, a boutique Influencer Marketing agency based in South Florida. Her clientele list ranges from luxury houses such as Gucci, Roberto Coin, Acqua di Parma, Vacheron Constantin, Jitrois Paris, Cartier LatAm, and Jimmy Choo to beauty, home design, fashion, lifestyle, and wellness companies like Maisons Du Monde, Tampax + Always PURE, Home Made Simple by Procter & Gamble, Target, MintedLeaf CBD, and Agnes & Dora. Katherine has also worked extensively in experiential marketing for WantedDesign, New York Fashion Week, DesignMiami/, Glossier, Create & Cultivate, Miami Swim Week, Funksion Fashion Week, and Art Basel Miami. Now specializing in talent management, and brand campaigns, she helps influencers and businesses from all over the world gain exposure, connections, and collaborations to build lifelong relationships.