Influencing influencers has become a new marketing technique for brands to reach new audiences. Becoming more consumer-centric to niche markets is important. Although influencers have large followings they also have very specific and niche markets a brand can tap into.
It is extremely important as a brand to understand that you cannot simply align with any influencer without first influencing them to understand your product and mission. Additionally, they must understand and demonstrate a genuine interest in the brand for the best results.
Lastly, brands should align with someone who can drive the mission forward. Their audience trusts them and leveraging the influencer’s platform will result in a successful campaign.