Since you’re already reading this article, you most likely already know what “influencers” are, and that they have become a powerful force in the marketing landscape. We’re also going to assume that the first thing that comes to mind when you think about an influencer would be a lifestyle influencer: Aesthetically-pleasing Instagram photos, an incredible amount of engagements, perfectly-timed posts featuring selfies, food, landscape, and everything in between.
But who are these lifestyle influencers, and why do brands love them so much?
Lifestyle influencers are content creators who started out with a personal social media account just like any one of us, and grew their audience into a larger, more prevalent, and loyal community. Compared to a “niche” influencer or an “industry expert”, lifestyle influencers have a wider range of topics they share on social media, mainly about their day-to-day life and not a specific topic (e.g., tech reviewers, makeup artists, toy reviewers, etc.)
A lifestyle influencer’s social media feed can look a lot like an average person’s content: Photos of food, mirror selfies, or videos of their puppy (Aww!) It wasn’t random that brands decided to go from a glamorous movie star to a more down-to-earth, relatable, “girl-next-door” image – Lifestyle influencers’ relatability is precisely why brands choose them to promote products.
Are all lifestyle influencers the same, then?
Lifestyle influencers can be anyone, from anywhere – a single mom in New York City, a college student in Japan, a teenager sharing fashion tips from France, a vegan who travels all around the world, etc. Because of how diverse these influencers are, they all have an individual “edge” that could help brands to connect with.
Lifestyle influencers tend to share more about certain parts of their lives, depending on who they are: Parenthood, beauty, fashion, college, fitness, mental health journey, etc. Through showing their lives in snippets of stories and visuals, they are advocating for a lifestyle that can be deemed desirable, inspiring, or relatable to their followers.
Why should brands work with lifestyle influencers?
Marketing is rarely ever about marketing a product itself, but rather a lifestyle: a want rather than a need. Lifestyle influencers are a great medium for you to showcase not only your product, but more importantly, how your product can help improve someone’s life. Consumers have been shown to trust influencers’ opinions on brands and products just like they would a friend – and if your friend says “This product will make your life so much better!”, wouldn’t you be curious?
Instead of telling consumers “You need our product because of all these functionalities”, you can have an influencer say it, and say it better: “I love this product because…” You guessed it right – influencers also give your brand and product a human voice, a real-life testimony, a story, a discussion.
With that said, not all brands are made for lifestyle influencers – especially if you’re in a niche industry. In that case, a niche influencer might be a better fit, since their endorse would come across as more natural and seamless.
How do I find the right lifestyle influencer to work with?
It’s important to look for lifestyle influencers that fit your own branding and voice. In order to answer this question, make sure you consider these criteria in mind:
- Is your product specific to a certain group’s needs? (e.g.: A diaper company can look to work with parent bloggers.) Or would many different types of influencers be able to promote your company? (e.g.: Water bottle company can work with fitness influencers, college influencers, health-conscious influencers, etc.)
- Will this influencer love my product? Based on the content that they usually share, or the brands they usually mention, you most likely can guess the answer to this question.
- Will their audience benefit from learning about my product? Knowing about the audience’s age range, location, or gender, could really help you decide whether an influencer is a good fit.
- Is this influencer a good representation of what my brand stands for? This question comes down to you and your research, which should include their aesthetics, values, content quality, etc.
How do I work with these influencers?
As mentioned above, brands love lifestyle influencers for their relatability. They stand out from the “traditional” product endorsers like celebrities or thought leaders, because they are… not celebrities or thought leaders. They are every-day people just like an average consumer (or at least closer to the average consumer than say, Britney Spears.)
For that reason, brands need to highlight this relatability as a strength, by letting these influencers stay creative as supposed to endorsing your product like a walking ad. In order to assist their creativity, both you as a brand and them as an influencer can explore one or more of these questions:
- What do you love about our product and why would you want to share it with your followers?
- How has our product made your life easier?
- How is our product different?
- Is there a story or feeling related to our product?
At the end of the day, influencers tend to not work with every brand that comes their way. What makes the influencer say yes to your collaboration offer?
With AI-powered technology, Upfluence can take your influencer marketing campaigns to the next level by helping you find the right influencers, analyze their audience data, reach out and nourish influencer relationships, as well as track and manage your campaigns. Are you ready to explore what influencer marketing can offer?