Don't work with influencers... Until you read this post. It'll save you time and money!
In 2017, I was named Australia's #17 Influencer in the Top 50 Influencer Awards. Since then, I've been named multiple times in 'top influencer lists' and even mentioned by InStyle Magazine as one of the 'top five bloggers to follow', and every time The Fashion Advocate is mentioned, I'm still so humbled that there are people out there that think I'm worthy of those titles.
But being an 'influencer' isn't my main gig anymore. Before The Fashion Advocate was an online course platform and mentoring community for ethical, sustainable, circular and slow fashion brands, it was the country's largest online store for ethical and sustainable fashion. Before that, it started as a blog.
So, I was a 'blogger' and an 'influencer' before I was the CEO of an e-commerce store, and now I'm a slow fashion business mentor, but I've always struggled with the term influencer. What I share, how I share it and what I care about, aligns more with the word 'inspirer' for me, and all I want to do is change the world through fashion.
A lot of people also have a negative view of working with influencers, but having the experience of being both an influencer and then running a business that pays influencers to promote certain products, has given me a really rounded view of the influencer industry.
As an ethical, sustainable, circular or slow fashion brand, when you work with the right influencer, you can grow your brand exponentially, increase your sales, and increase your reach. When you work with the wrong influencer however, and you go into an influencer campaign without a plan, without an agreement, and without a strategy, you're almost always going to be disappointed.
Here are the three biggest benefits of working with influencers to grow your ethical, sustainable, circular or slow fashion label...
1. Influencers help with storytelling.
When you work with the right influencers in the right way, they have the power to create compelling stories for your brand and your products in a natural way that connects with potential customers. The right influencer will be able to share your mission and your values in a way that makes sense, and they can reaffirm your ethical and sustainable practices so that your brand is more relatable to customers. Sometimes when you've got your blinkers on running your own slow fashion business, your content can become a little one-eyed, but when you broaden your content horizons and work with the right influencer, your story can be shared from a different angle, and good storytelling is an incredibly powerful way to connect with customers. So how do you get an influencer to tell the right story? I'll show you.
2. Influencers are super creative with content creation.
Much like their ability to share your story in a new light, influencers are also able to create visual content for your brand in a way you might not have thought of. They're also confident in front of the camera and generally pretty creative with what they come up with, so if you're not a fan of jumping on a reel to style something yourself, this is especially handy. The right influencer can create a library of content for you to share which means you don't have to come up with that content yourself, and it gives your customers a new perspective. So how do you get an influencer to create content that you'll be happy with? I'll show you.
3. Influencers build your brand trust and credibility.
Working with the right influencer helps to build your brand trust and your credibility, and this is why it's so important to work with the right one, but also to have an open mind about what the term 'influencer' actually means. An influencer isn't just someone with tens of thousands of followers; it can be an influential member of society, a singer who uses their fame to create positive change, an actor who uses their platforms to raise money for good causes, or the CEO of an environmental organisation. An influencer is really just someone who influences other people with their values and ideas, so when you work with someone who aligns with your purpose, your mission and your values, it builds trust and credibility for your brand. So how do you get an influencer to share the right message and influence their followers to buy from you? Yes, I can show you that too.
If you've had a negative experience working with an influencer, I want to encourage you to get back on the horse and try again. I'd love to walk you through the best way to do it to achieve a great outcome, and I can show you how to approach influencers, how to choose the right one, how to set clear plans (for both you and the influencer), what kind of campaign to create, and how to create a legally binding contract that your influencer can follow.
When you enter into these sorts of marketing activities without a plan, you'll always be disappointed, but when you enter into them with a clear strategy, the outcome is always incredible. I know, because I've been on both sides of the influencer fence, and I can show you how to make the most of it with my Influencer Marketing for Slow Fashion downloadable guide.
If you want a little more help, book a strategy session with me here and I'll help you navigate the influencer industry with ease so you can grow your reach, increase your sales, and strengthen your brand.
Claire x
