Thread by @amandanat

Influencer marketing is more than partnering with celebs and huge social accounts.

I wrote about this in Adweek, which is free today.

6 ways to take influencer marketing next level:

1/ Tap into celebrities' interests.

• @mrsharma famously gifted YouTuber Sara Dietschy with 100+ bottles of Hint Water after he learned she drank LaCroix.

• @Touchland gifted their luxury hand sanitizer to Naomi Campbell after her airplane sanitizing routine went viral.

2/ Find the people who influence celebrities.

Nutritionists, personal trainers, hair stylists, makeup artists — but don't worry about their follower counts.

Influence > follower count

They already work with celebs day-to-day. Include them in your gifting program.

3/ Create an impactful unboxing experience.

• Send a customized order with a personalized card.

• Write 1-2 lines about who your company is, what you create, and the values you stand for.

But think beyond the huge social accounts.

Look at everyone in your audience as influencers.

Uncover the opportunities in marketing with them — not just to them.

4/ Put UGC front and center in your social content.

Reposting user-generated content is a great way to strengthen relationships with your fans.

Who does this well?

• @WarbyParker
• @rebelgirlsbook
• FLEO (on Instagram)

5/ Use testimonials for social proof.

Be sure to:

• Highlight key statements

• Emphasize your products' value

• Leverage reviews in ad campaigns

• Add callout quotes from press mentions

6/ Engage customers with loyalty programs.

Think beyond purchases.

Consider a points system where members are rewarded with discounts and swag for:

• Reviews
• Social sharing
• Subscribing to your newsletter

Examples:

• @jimmyjoyfood
• @CountryArcher

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...for advice on marketing, finding your audience's sources of influence, and occasional silliness.

For more on this influencer marketing strategy, check out my articles in @Adweek:

adweek.com/contributor/am…