Purpose-Driven Influencers: Who to Use and Who Not To
In today’s saturated market, finding the right influencers to represent your brand can be a daunting task. It’s not just about the numbers anymore; it’s about authenticity, alignment, and true commitment to your brand’s values and mission.
Purpose-driven influencers are those who live and breathe your brand’s purpose already. The ones who will genuinely use your products or similar, and they subscribe to the lifestyle your brand promotes. They aren’t followers and very often run against the grain of popular trends — they may discover and find their niche or path before it’s a trend and are usually early adopters who, through their circle of influence, offer veritable guidance in their sphere of interest.
These influencers can be the lifeblood of effective brand advocacy, providing a level of respect, realness and loyalty that is often undervalued and under the radar and almost all the time missed by brands, in my experience.
The Value of True Purpose Influence
True purpose influence extends beyond vanity metrics such as just liking or sharing posts. It’s about deep, unwavering support.
This audience might not click on every post, but if they respect a high-held influencer who genuinely uses your products and aligns with your values, then you’ve secured a supporter, customer, or donor for life. This loyalty is not contingent on the latest trends but on a shared vision and commitment to the cause.
The difference between what many of us experience as ‘influencers’ which are paid for, show up, create some random content and leave, and Purpose-Driven Influencers is that even when their partnership ends with the brand they still advocate for the same ethos, lifestyle or product because that’s what is in their DNA. They are the real deal!
If your brand has an influencer like this, hold onto them tightly, they are not easy to find.
Nano Influencers: Authenticity Reigns
As reported by the Influencer Marketing Hub Report — there has been a strategic pivot towards authenticity, with an increase in the use of nano influencers from 49.26% to 55.61%.
These influencers, with their smaller but more engaged followers, are now recognised to offer a level of authenticity that larger influencers often don’t. While even the biggest stars in the world might struggle to reach their millions of subscribers consistently with paid media, nano influencers are steadily building trust and loyalty within their niche communities.
Consistency Over Flash
Playing the long tail game here with long-term consistency is where the real reward lies, not in the temporary sparkle of a trending influencer and fireworks campaign.
True purpose-driven influencers are the ones in the weeds, doing the work, and staying committed to the cause. They may not have the flashiest profiles, but their influence is real, lasting, and deeply rooted in authenticity. These are the influencers who live what your brand sells already not the other way around, which is key. They are in it, thick and thin every day, which then provides a solid foundation for sustained growth and impact for your brand if you get this authentic mix right.
In closing…
As we continue to navigate the evolving landscape of social impact marketing, it’s essential to focus on purpose-driven influencers who align with your brand’s values and mission.
These influencers, whether they’re nano or micro, provide genuine, lasting support that transcends mere numbers or the “cool factor”.
By prioritising authenticity and long-term commitment, we can build a stronger, more impactful brand presence that resonates deeply with our audience.
This is going to become even more important with AI creating much of what we will see, read and hear in the future.
Stay tuned for more insights and strategies in our next edition. Remember, it’s not just about the spotlight — it’s about the purpose.
MUST READS
- THE ROLE OF AUTHENTIC CAUSE MARKETING: BUILDING TRUST AND CONNECTION
- BRAND FILMS: EMOTIVE PURPOSE-DRIVEN STORYTELLING
- 11 SOCIAL MEDIA HOOKS FOR BETTER ENGAGEMENT
- 5 FUNDRAISING VIDEO TIPS FOR NPOS, SOCIAL IMPACT CAMPAIGNS & FUNDRAISING
- WHY CONTENT STRATEGY IS CRITICAL TO SOCIAL IMPACT CAMPAIGNS
- FACEBOOK ADS — THINGS EVERY NPO, SOCIAL IMPACT CAMPAIGN & BRAND SHOULD KNOW
