By Claire Miles, Talent Director, The Corner
Influencer marketing has grown significantly in recent years, and in turn, has created a multibillion-dollar industry that’s attracted countless individuals, with many hoping to cash in on what can appear to be “easy money”. The allure of free products, sponsorships and a seemingly glamorous lifestyle has led many to pursue the influencer path. But as the industry reaches saturation point, building success in this space has become more elusive.
Increasingly, we encourage influencers to ask harder, more strategic questions of themselves. To see themselves as a brand, and to unlock their ‘proposition’:
- What will I stand for, as an influencer or creator?
- Is there anything I will stand against?
- Why would my audience want to follow me?
- Who, in fact, is my audience?
- Who are my competitors?
- What makes me different, what’s my point of difference?
- What are my values – and my tone of voice?
Once established, building and maintaining their brand is essential. It involves consistent content creation, strategic engagement with your audience, and positioning yourself as an appealing partner for brands. More importantly, it requires cultivating long-term relationships and delivering measurable value to ensure repeat collaborations and sustained success.
In today’s dynamic digital landscape, brands seek content creators who can drive authentic engagement and represent their values with creativity. To secure meaningful brand partnerships, creators need more than just followers—they need a strategic approach. From an influencer agency perspective, here are five essential ways to define and build your personal brand.
Analyse and Align your Audience
When an inbound potential campaign lands in your inbox, the first question you’ll likely face is “can you share your stats?” Brands are looking to work with creators whose audiences are representative of their target market. For example, a UK beauty brand will naturally seek creators with a predominantly UK-based, female audience.
Whilst a high following is great for attracting brands to you initially, audience alignment will seal the deal higher (or lower) depending on how well it aligns. Here’s how to make your audience work for you:
- Analyse your demographics: Understand the age, gender, location, and interests of your audience. Use analytics tools available on social platforms like Instagram, TikTok, and YouTube.
- Dene your niche: Whether it’s eco-friendly lifestyle, tech, or wellness, brands prefer creators who have clear, focused content that resonates with a particular audience.
- Re-align your audience through content: If you want to attract a higher UK audience, adjust your content strategy by leveraging British trends, featuring UK brands organically, and using culturally relevant themes. This same rule can be applied for reaching a higher female audience or other nationalities. Reaching the right audience shows a brand you’re capable of driving relevant engagement, which is often more valuable than just high follower counts.
Evaluate Whether Talent Management is Right for You
As influencer marketing continues to thrive, many creators face a pivotal choice: to manage their careers independently or partner with a talent management agency. These agencies offer invaluable support in areas like brand deal negotiations, campaign management, content strategy, and legal matters, allowing creators to focus on their craft. However, it’s important to recognise that talent management isn’t a one-size-fits-all solution—and yes, we might be a bit biased!
Most talent agencies operate on a commission basis, typically taking around 20% per job in exchange for handling negotiations, managing campaigns, and pitching for future opportunities. To determine if partnering with a talent agency is the right move, consider these key factors:
- Alignment with Your Brand and Vision: Ensure the agency understands your niche, values, and long-term goals. They should actively seek opportunities that reflect your personal brand and genuinely resonate with your audience.
- Strong Relationship and Open Communication: A successful partnership requires trust and mutual respect. Look for a team that values your input, maintains open communication, and works collaboratively to support your growth.
- Transparent Terms and Proven Expertise: Choose an agency with clear contracts, fair commission rates, and a solid track record of successful campaigns. Their industry connections and trend insights should empower you to thrive in your career.
Spotlight AD Opportunities Throughout your Organic Content
Brands look for creators who can deliver consistent visually appealing, professional content. Your organic content’s quality can often make the difference between getting noticed by a brand or blending in with the competition. Brands need to be able to see that they t naturally into your feed:
- Feed in brand mentions and tags: Highlight brands throughout your content naturally so that ads will naturally t into your feed when a partnership appears. This will demonstrate that you understand the nuances of promotional content while staying true to your style.
- Invest in good equipment: High-resolution images and crisp audio are non-negotiables. If possible, invest in a quality camera, microphone, and editing software.
- Stay up-to-date on trends: Creators who adapt to platform-specific trends (e.g. short-form videos, carousel posts) demonstrate their versatility and understanding of social media dynamics.
- Create a consistent aesthetic: Whether it’s through colour schemes, editing styles, or content formats, make sure your content feels cohesive.
- Use a signature tone and voice: This could be humorous, educational, or inspirational, but ensure it’s authentic. Your tone should align with the values you want to communicate.
Learn to say No: Highlight your Authenticity and Values
Brands increasingly value creators who can authentically represent their values. Highlighting your personal values and passions helps match you with brands that align with your beliefs, leading to more genuine partnerships.
Align with brands that t your beliefs: Only reach out to or accept partnerships with brands whose values genuinely align with yours. This helps you maintain authenticity, which resonates with followers and attracts like-minded brands.
- Share your story: How did you get started? What drives you? A compelling narrative builds credibility and shows your audience (and potential brand partners) what you stand for.
- Be transparent: Authenticity comes across when you’re honest and transparent with your followers. Avoid misleading claims or endorsements that don’t align with your values.
Demonstrate Professionalism and Reliability
It’s no secret that agencies and brands prioritise creators who are professional, punctual, and easy to work with. Building a reputation as a reliable and flexible partner increases your chances of landing repeat partnerships.
- Communicate effectively: Respond to inquiries promptly and keep communication professional. Being responsive signals that you take your work seriously.
- Stick to deadlines: Where possible, always meet deadlines for content submissions. This shows that you’re dependable and prepared to deliver. This can’t always be the case of course and if something does need to be pushed back, give as much notice as possible to keep a strong relationship.
Final Thoughts
Positioning yourself as a brand requires a balanced mix of purpose and pragmatism; of audience insight; and of professionalism, and authenticity. By understanding your niche, building a strong identity, and staying true to your standards, you stand a better chance of landing rewarding brand partnerships. Agencies look for creators who can drive engagement, resonate with audiences, and embody the brand’s message. By strategically positioning yourself, you’ll appeal not just to agencies and brands but also build lasting connections with your audience.