When working with new or smaller companies, I always start with having them explain what their company culture is and what they value. I find it to be foundational to everything else that follows in a marketing activation. I need to understand the companies culture and their offering to truly craft messaging that will work. As AI created content becomes more pronounced, I am putting a bet that authentic social media marketing and IRL events will have a greater impact for brands. It is too easy to generate AI fluff and users can spot copy and paste content.
I believe that AI influencers will end up being a bust, as from psychology we know that the uncanny valley makes people feel uncomfortable. I regularly ignore obvious AI outreach already, and I am suspecting most other buyers do too. Of course this technology will get better, but I seriously doubt that AI will ever be able to have the level of creativity that humans do, at least not in our lifetime. Influencer marketing will be one of the ways to cut through all of the AI generated fluff that lazier companies will try to rely on. Getting real people to communicate your brand’s values is going to become is one of the most powerful ways to get attention to your brand. It’s not just about finding someone with a big following or polished content. It’s about finding someone who embodies your brand’s mission, message, and values.
At Blerd, we’ve always prioritized Positivity, Inclusion, and Quality—our PIQ values. By default, we only work with influencers that are able to display all 3 traits (we aren’t looking for saints, but they must display at least some positive trait that isn’t completely self-serving). When those values are present in influencer collaborations, the results speak for themselves. Working with influencers who share your brand’s core beliefs do more than promote your product. They extend your brand’s authenticity and connect with their audience in ways that feel natural and real.
Here’s how to identify influencers who will elevate your campaigns by aligning with what matters most to your brand:
Why Values Matter in Influencer Marketing
Authenticity drives results, and when an influencer truly aligns with your brands value, their audience feels it. When influences have cultural and value alignment, the connection with the audience builds trust and drives meaningful engagement. The opposite is true also. You don’t want the audience to think they are just promoting your product or service for money. Find influencers that already or would actually use your brand. If you do not, skepticism can and probably will happen. This will make the partnership feel forced and ineffective. Don’t just think purely about a transaction (*cough* conversions *cough*; I know it’s tough) and more about finding creators that can tell your brand story in a way that resonates with your audience.
How to Find Influencers Who Align with Your Brand
1. Start With a Clear Understanding of Your Brand’s Core Values
Before even going out to find influencers, you must be able to clearly state what your brands values are. Be very specific about what your brand represents. Does you company prioritize innovation, community, diversity, or something else? There are millions of creators and having a clear picture of your values allows you to filter potential partnerships more effectively.
2. Look Beyond Vanity Metrics
An influencer’s follower count tells you how many people might see their content, but it doesn’t tell you how much impact they’ll have. Metrics like engagement rate, audience quality, and content consistency are far more important. Micro and nano influencers, with smaller but more engaged communities, often generate better results than larger influencers with passive audiences. You want to make sure that the creator speaks to the customers that align with your brand and product, and not just random followers that don’t make sense for your brand.
If you’re wondering how to measure success, check out our guide on Measuring Success: Metrics for Influencer and UGC Campaigns for practical tips.
3. Audit Their Content and Community
Take the time to look through an influencer’s posts. Are they consistent in their messaging, or does their content feel scattered? Have they worked with brands that clash with your values? Red flags like overly promotional posts or partnerships with competitors can indicate they might not be a fit.
Equally important is their community. Do followers actively engage with their content, or are the comments full of generic responses and spam? A highly engaged audience shows that the influencer has built trust with their community.
4. Use Tools to Find the Right Fit
Finding aligned influencers doesn’t have to be overwhelming. Platforms like Aspire, HypeAuditor, and Upfluence provide insights into influencer demographics, engagement rates, and previous partnerships.
For campaigns that include user-generated content, tools like TINT can help collect, curate, and amplify that content. If UGC is a priority for your brand, our article How UGC Enhances Influencer Marketing Campaigns explains how to seamlessly integrate it into your strategy.
5. Build a Relationship First
Cold outreach doesn’t resonate as much as building a genuine connection. Start by engaging with the creator’s content. Like, comment, and share their posts to show that you value their work. When you eventually propose a collaboration, it will feel authentic rather than transactional.
What to Avoid
Even the best-looking partnerships can have pitfalls. Stay alert for these red flags:
- Fake Followers: Sudden spikes in follower count or low engagement relative to their audience size often indicate purchased followers.
- Inconsistent Branding: If their tone or message feels disjointed, their audience might not see them as trustworthy.
- Inauthentic Accounts: Make sure that the creator, influencer, or brand is the actual originator and not a fake account. This can be especially prevalent on Tik Tok.
- Over-Saturation of Sponsored Content: An influencer who promotes too many brands risks losing credibility with their audience.
Real-World Example: Aligning with Blerd Brand Values
On our streetwear side of the business, Blerd works with creators all the time that align with our values. Our market tends to be Black nerdy individuals with a sense of style and an eye for quality. These also tend to be the perfect influences for the Blerd brand. This alignment gives us access to an audience that is already interested in products or services that we offer and allows us to work smarter. When these influences promote Blerd, it feels authentic because the product/services already match their usual content and values.
Contrast this with a nerd influencer that doesn’t normally talk about fashion or clothing and it will feel inauthentic; making them not a good fit even if they have a large following.
Turning Partnerships into Leads
The ultimate goal of influencer marketing is to create meaningful connections that convert. Here’s how to ensure your campaigns drive results:
Make It Easy for Followers to Act
Provide clear calls to action like “Download our free app” or “Try a 7-day trial today.” Influencers can seamlessly incorporate these CTAs into their content, making it easier for their audience to engage with your brand. The less clear of a message, the less likely they are to convert.
Track Results
Use UTM codes and custom links to measure traffic and conversions from each influencer. Tracking these metrics allows you to refine your approach and focus on partnerships that deliver. You can easily build these links with Google’s Campaign URL Builder.
Incorporate UGC for Amplification
When influencers encourage their audience to create user-generated content, it amplifies your campaign’s reach. UGC also creates additional content for future campaigns, maximizing the value of each partnership. We regularly use content generated from past campaigns in new content.
Conclusion
Finding influencers who align with your brand values takes effort, but the results are worth it. When you partner with creators who share your mission and connect authentically with their audience, you’re building more than a campaign. You’re building brand trust and loyalty.
At Blerd, our focus on Positivity, Inclusion, and Quality drives everything we do, including how we approach influencer collaborations. Ready to create partnerships that feel as authentic as your brand? Let’s connect and make it happen.
