A Different Look at Influencers

Using fashion Instagramers for influencer marketing is the old. Here's what to do instead...

Chances are you got into this whole brand thing because you yourself are a into fashion.

And so it makes sense that you'd seek fashion Instagramers or TikTokers when the time comes for influencer marketing.

But here's the thing:

By utilised fashion influencers, you reach one kind of person.

I mean, who follows fashion influencers?? Other fashion enthusiasts of course! (if I may call them so).

And I get it...

You want your brand to be 'cool', so you associate it with those who are already 'cool'.

But at the same time, your audience is heavily restricted to the fashion community.

And if you're going to niche your brand to a community, you should know that the fashion community isn't the only option.

Allow me to open your eyes to the possibilities...

Take The North Face, for example:

Instead of utilising generic fashion influencers to make their brand 'cool', they decided to start with WHO.

In other words, The North Face CHOSE in whose eyes they wanted to be seen as cool.

For them, their WHO is the climbing community.

And so they on boarded Jimmy Chin, a climber and Natural Geographic photographer from the States.

In many of his posts, Jimmy wears The North Face and he provides photography material of climbers to the brand.

Jimmy Chin is ALREADY seen as 'cool' in the climbing community, and by wearing The North Face, that 'coolness' is passed onto the brand.

The key phrase here being: cool within the climbing community.

See if this helps:

Find out your WHO

and then find out the influencers your WHO follows.

You may find they are better, more effective, and 'cooler' than a generic fashion influencer.

Here to help,

Elijah