Influencer marketing has ruled social media for years, with brands leveraging popular personalities to get their message out there. But there’s a new contender: community advocates. As consumers crave authenticity over polish, more brands are wondering if it’s time to shift focus. Should they still invest in influencers, or does investing in a dedicated community of brand advocates offer something more valuable?
Let’s dive into the evolution of these two approaches and find out what works best for brands aiming to create genuine connections and long-term impact.
Influencer Marketing: From Superficial Promotions to Authentic Connections
Gone are the days when brands could just throw their logos on any influencer’s post and call it a day. Today, it’s all about authenticity and relevance. Brands that team up with influencers who genuinely connect with their audience can still achieve some pretty impressive results. But be aware! If you choose the wrong influencer, you could end up with wasted efforts and a tarnished image.
Marketers need to shake things up and focus on real connections instead of just chasing numbers. A massive following doesn’t always mean influence. Instead, brands should seek out creators who not only understand their target demographic but also share their values and vision. This shift towards meaningful partnerships encourages authenticity, resulting in content that not only looks amazing but also resonates with the audience. Think storytelling, not just selling!
Choosing the right influencers to partner with starts with having solid brand values so you can ensure your partnerships are authentic and effective. Influencers must be genuinely connected to your brand. Download our Brand Audit Guide to define and refine your brand values so you can build authentic connections.
Gymshark: Influencer Marketing Inspiration
One stand out brand that’s utilising influencer marketing strategy is one that we all know and love…Gymshark. To be a brand ambassador (or ‘athlete’ as Gymshark calls them), you not only have to have a substantial following coupled with strong engagement, but any collaboration-worthy influencer must be a good fit to ensure authenticity and credibility. The brand teams up with influencers who genuinely align with the brand’s values. For example creators like Analis Cruz and Sam Goatlifters actively post gym content, promoting health and wellness, which directly aligns with Gymshark’s brand. Nothing compares to authentic partnerships like these!
Want deeper insights into how to implement an effective influencer marketing strategy? Sign up to The Future Club here to access our Mastermind session with Carla Boyd, the Senior Social Media & Content Marketing Manager at Cineworld Cinemas, sharing “The Why, Who, and How of Influencer Marketing”.
Your Community As Your Biggest Advocates
Community-first marketing is quickly emerging as the ultimate strategy for building awareness and loyalty, turning traditional marketing on its head. Rather than relying solely on collaborations with big-name influencers, brands are now focusing on building genuine communities around their products and values. This approach encourages authentic engagement, as it invites consumers to become part of a shared experience rather than just passive recipients of a marketing message.
By nurturing these communities, brands can leverage the power of peer influence, where satisfied customers and micro-influencers alike share their genuine experiences and recommendations. This not only enhances trust and loyalty but also creates an environment where consumers feel valued and connected. In a world where authenticity is everything, community-first marketing stands out as a strategy that many brands are opting for over traditional influencer marketing.
REFY: Mastering the Art of Community
REFY is spotlighting their community, and the results? Game-changing. REFY has run multiple community-centric events this year. From REFY’s closest community members being invited on a branded trip to a villa in Mallorca, to their cafe event in Paris where their founder, Jess Hunt, invited any community members in the area on the day to go to the event. Numerous posts and videos have been made across socials discussing how influencer trips were out and community trips were in.
REFY’s approach isn’t about surface-level marketing. They treat their customers like influencers, building deep relationships that go beyond the product. This works because it promotes inclusivity over exclusivity, genuine empowerment and personal connection.
So, what can we learn from brands like Gymshark and REFY? It’s clear that both influencer marketing and community advocacy have their strengths, but they work best when used thoughtfully. Influencers are still effective for reach and visibility, but brands looking for deeper, more lasting relationships may find greater value in investing in their community. At the end of the day, today’s most successful brands are the ones that embrace both strategies, creating not just awareness but loyalty and trust.
If you haven’t identified your ideal buyer persona, this is the first step to build a committed community to power your brand. Download our buyer persona toolkit that gives you a full template to help you get to know your ideal audience on a personal level.
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