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Consumer behavior is changing, and so is the influencer industry. Due to the mass of brands promoting their products on Social Media, it becomes even harder to appear as a credible and authentic brand and convincing products. How can consumers still trust influencers’ recommendations when having in mind that they got paid for the promotion? The answer: Through Influencer Communities! 

Influencer Communities gain importance, as a strong community changes the way your brand appears to others. How can we define an Influencer Community, and why should you make sure to build it to be successful in the long run? This blogpost covers the answers to these questions, as well as some great examples of brands that already invest in their own Influencer Communities!

 

What is an Influencer Community? 

It’s not a secret that content creators prefer long-term collaborations over one-time campaigns. By building your brand’s Influencer Community, you cover exactly this point. Find yourself invested community members who already love your brand and convince them of becoming your partner by engaging with them and building strong relations. In this blog post, we’ve explained how to build your own Influencer Community in more detail. 

Advantages of Influencer Communities: 

  • Authenticity: If your partners are chosen well, they manage to tell your story and explain why they are so convinced of your mission and your products. This authentically illustrates your company and consumers unconsciously become fans of your brand if they thrive for the same values. 
  • Reliable partners: Your Influencer Community members know and understand your brand and its purpose. They can even support you in planning your campaign. Influencers stated often enough that they prefer having long-time collaborations, so you always have a trustworthy partner to come back to. 
  • High reach: Influencers have a close relationship with their audience which results in high impact when it comes to buying decisions. 
  • Express your values: Instead of promoting your products, you promote your values and your vision. Consumers can emotionally identify themselves with your brand so that purchasing your products becomes a valuable side effect automatically.

 

How do I find the perfect members for my Influencer Community? 

You can build your Influencer Community with Inbound and Outbound measures. InfluencerDB, for example, allows you to set up a customizable Invitation Form that you can embed to your Landing Pages to attract new partners through inbound. The form acts as a lead generation technology to generate invaluable influencer leads on scale and your Landing Page is your optimum space to communicate your value proposition and generate excitement about your partnership!

 

InfluencerDB Invitation FormInfluencerDB Landing Page

Customizable Invitation Form in InfluencerDB’s Influencer Community Management Software + Form embedded to Landing Page

 

Outbound tactics include using a Discovery database that helps you to find suitable partners on a quantitative and qualitative level, as well as Social Listening, Referrals and Marketplaces.

 

Tips on building an Influencer Community:

  • Time: Building a community takes time. First, you need to do extensive research on who to work with and who brings added value to your brand. If you push this too much, your audience will recognize the missing fit, and your choice won’t appear super credible. 
  • Team: Before looking for external partners, remember to be clear about your internal ones – your team members. Make sure that everyone is familiar with your vision and the project’s objective you aim to achieve. 
  • Involve your community members in planning your activities: Your ambassadors have particular expertise in their field and know how to attract your target audience. 

 

NA-KD: A fashion giant that managed to grow super quick through influencer communities

The Swedish online shop NA-KD massively grew with help of the Influencer Industry and can be seen as an expert when it comes to building influencer communities. The shop regularly offers co-designed collaborations with some of its partners and discount codes for their partners’ followers. As this strategy turns out to be a great success, the company goes one step further and includes the influencers’ audiences in the design process. 

A popular example is German fitness influencer Pamela Reif who has over 6 million followers on Instagram. What started as a usual collaboration with providing promotion codes for her audience turned into several co-designed collections that have been sold out within minutes. Subscribers gained early access to her collections, and the feedback has been very positive. For next year, NA-KD goes one step further by not only including Pamela Reif but also her audience in designing the new collection. The influencer recently announced that there are more collections to come and her audience has already been asked to vote for patterns and shapes. 

 

NA-KD influencer community

Source: Pamela Reif @pamela_rf

 

Lululemon: A kick-ass influencer community

Canadian sportswear brand Lululemon is another example of successfully building an Influencer Community. Lululemon’s community consists of ambassadors as well as sports enthusiasts who want to be part of a motivating environment. Besides, employees play an important role in Lululemon’s community as well.

The members can take part in events and classes hosted by the ambassadors. Next to holding classes, the community members also test new sports gear and give their feedback. When looking at the ambassadors’ social media profiles, it becomes obvious that the members are real fans of the brand and that Lululemon’s sportswear became part of their daily activities. 

 

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Ein Beitrag geteilt von DONALD ROMAIN (@donaldromain)

 

 

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Ein Beitrag geteilt von Malia Manuel (@maliamanuel) am

It’s worth having a look at the brand’s Instagram profile, as the brand’s approach is quite different. Instead of only featuring popular ambassadors or presenting new collections, the customer truly is at the center of the brand’s strategy. By reposting consumers wearing Lululemon, the brand engages with its customers and appreciates their support. 

 

 

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#SephoraSquad: Generating authentic partners through inbound 

The beauty industry discovered the advantages of using an established influencer community as a powerful marketing asset as well. Beauty giant Sephora launched their #SephoraSquad where influencers can apply to become part of the brand’s community. Being part of Sephora’s influencer community comes with exciting benefits for beauty enthusiasts: Paid partnerships, free products, testing the latest beauty trends, coachings, events, and product collaborations. 

 

 

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Ein Beitrag geteilt von Monicastylemuse (@monicastylemuse)

Applying for the SephoraSquad is quite easy and only takes 10 minutes. This inbound approach allows Sephora to save time researching for and outbounding to potential partners and instead generate applicants through inbound.

With our Inbound Request Management, we provide a technological solution for brands to use inbound as a way to generate influencer leads for their communities and use the inbound way as a foundation for an honest, authentic partnership. Sephora counts many diverse influencers to its community and reaches a broad audience, no matter which gender, ethnicity, religious or sexual orientation.

 

 

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Ein Beitrag geteilt von RYAN B POTTER (@ryanbpotter)

 

These are just three of many examples of brands that successfully use the power of their Influencer Communities. In case you want to know more about how to build your own influencer community, visit us at influencerdb.com!

 

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