How to take your influencer marketing strategy to the next level

Believe it or not, Influencer Marketing - the relatively new phenomenon that for the best part of the last decade has been referred to as the “wild west” of marketing - is already being reinvented. Some challenger brands are starting to realize the true potential of working with influencers and for them, traditional influencer marketing is not enough anymore. These brands are taking their collaborations with content creators to the next level by getting them truly invested in the creative process of product development: the so-called influencer co-creation.

Perhaps you have already seen your favorite fashion influencer taking over the design process and putting her stamp on a new product or a new collection of a certain brand. Take Camilla Coelho and Aimee Song as great influencer marketing examples. The first two influencers to ever launch a collection with the fashion giant Revolve. What’s most impressive is that both collections sold out within hours after the launch in some regions. Along the same lines, Danielle Bernstein launched a swimwear collection in collaboration with the brand Onia, and reached 1.8M in sales within only 12 hours. And it doesn’t stop there, Arielle Charnas collaborated with Nordstrom and signed a collection with the brand in 2018. The sales skyrocket to $4M on a single day, causing a crash on their website due to a rush in traffic.

Products, collections, designs, or anything that can be developed from the very beginning by brand and influencer together can not only boost sales but also bring many advantages for everyone involved. 

From the perspective of the influencer, creating co-branded products mean that they will be able to become part of big and meaningful campaigns where often their own influencer role models are a part of. They can work and associate with their favorite brands, and act as a trusted source of review for their audience. Also, they get the opportunity of connecting with new brands, having access to exclusive products and events, which is a great way to generate new content for their own feed. And last but not least, they engage with the brand and the product in a much more passionate and authentic way, which makes them connect with their audience on a deeper level.

Brands, on the other hand, can capitalize on products that are more innovative and of higher quality. They can also have a better idea of how and which products work best with their target audience. Added to that, because co-creations make influencers feel more involved, they show greater commitment to business objectives and brand values. Co-creations still give consumers an intimate exposure to the brand, which can also capitalize on person-to-person advertising. This type of collaboration can authentically change brand perception through partner association, not to mention that influencer is more likely to create earned content for the brand. 

And if you think the advantages of influencer co-creation stop here, think again, because the influencers’ audiences also enjoy it. They get exposed to new brands and products; they get deeper contact with the brand, its values, and behind the scenes moments; they feel privileged since they are the first in-the-know about products, events, and collaborations; and they truly appreciate when brands work with their favorite content creators.  

If done right, relying on influencer co-creation will make you harness the power of influencer marketing even more. It adds a lot of value for everyone involved, and the end result will feel much more authentic as well.