Is Influencer Marketing Dead?

#Influencers #sponsored #ad #UGC

No, it’s not dead. But it’s not working for everyone…

What’s changed?

Let's not do the thing where we start by talking about how big the influencer industry has become. We all know it's huge; it's like saying water is wet…

This is actually my second swing at this article. The first draft? It ended up sounding like a lecture on influencer marketing 101—a whole lot of what's changed post-pandemic, the importance of storytelling over product-pushing, and why I think most brands are basically throwing their money into a bonfire when it comes to influencer campaigns.

But a funny thing happened when I hit the section about brands actually doing this right—the words just poured out. Like I’d found the groove I didn’t know I was looking for. So, I did what any sane writer would do: scrapped two mornings' worth of lukewarm writing.

Now, don't get me wrong—tossing work isn't fun, especially when my calendar's as packed as a London tube at rush hour. But if it takes a couple of wasted mornings to get to something that’s actually worth your time (and mine), then so be it.

Let’s get into it…

1. Athletic Greens (AG1)

Before we dive in, let's address the elephant in the room—I know, I know, I'm starting to sound like AG1's unofficial spokesperson since my last article. But when something's good, it's worth repeating, right?

Without going into reruns, let's swiftly revisit why their approach is the gold standard.

The Celeb Factor: Starting off with heavy-hitters like Hugh Jackman and Cindy Crawford isn't a playbook move anyone can pull off—you need an ace product and a Rolodex to match. But once you've got that celebrity cosign, it's not just about broadening your reach; you've turned your brand into something people aspire to.

Expert Endorsements: Next, they brought in bona fide industry experts like Andrew Huberman and Mark Hyman. The mechanics here are a bit opaque; whether these advisors are paid promoters or equity-holders is anyone's guess. Likely, it's a cocktail of both, which only amps up the trust factor.

Broadening the Circle: With the celebrity and expert foundation, AG1 could freely wade into the sea of mid-level and micro-influencers, causing a ripple effect across social platforms—from TikTok and Instagram to podcasts and YouTube. Their multi-platform influencer strategy doesn't just market a product; it markets a lifestyle, a feeling of healthiness.

The Pillars of Success:

1. Be Aspirational

2. Build Credibility & Trust

3. Evoke the Desired Feeling

If every brand could master these elements, the influencer marketing game would be a whole new ballpark.

Of course, it's not lost on me that executing such a masterful campaign requires more than just elbow grease; you need deep pockets too. To put it bluntly, you shouldn't even consider venturing into influencer marketing unless your budget is robust. Why? Because banking solely on one influencer is a risky strategy. A smart campaign spreads its investments, betting on multiple creators across diverse platforms. Translation: you need substantial capital. I will, however, bring up some examples and suggestions for smaller brands and startups.

Another Contender: Heights

Enter Heights, the "smart supplement" brand that seems to be following AG1’s playbook—with celebrity backers like Russell Brand and Chris Smalling, industry mavens like Dr. Tara Swart and Dr. Chatterjee, and influencers like Grace Beverly (also investor) and Joshua Patterson. However, something feels off. I don't have the data to verify my hunch, but the buzz around Heights doesn't seem to match the caliber of their influencer strategy. They've checked the first two boxes—aspiration and credibility—but seem to be missing the mark on translating that into a potent micro-influencer campaign that captivates their target audience and evokes that desired feeling.

2. Peloton circa 2020

If I’m honest, the Peloton influencer strategy is one of my favourites. And it's not just because they hit a pandemic jackpot, though let's be real, their timing was impeccable. Picture it: a world in lockdown, prioritising health (both mental and physical), craving connection, and paradoxically splurging on luxury items. Peloton could not have been more perfectly poised to seize the moment, and seize it they did. But this wasn't a pandemic pivot; Peloton was already a fast growing company (I believe they raised a series F pre-pandemic). Instead, the pandemic merely catapulted them to the stock market (woof).

Homegrown Influence: So, what made their strategy a game-changer? They looked inward. Rather than scrapping for attention in the saturated world of fitness influencers, they made a maverick move: converting their instructors into homegrown influencers. Mind you, they already had significant brand clout and had dabbled in traditional influencer partnerships. But this internal pivot? This was the stroke of genius that paid dividends.

Personalised Pedal Pushing: The brilliance lies in how they melded influencer strategy with brand-building. Peloton nurtured their instructors, not just in their professional growth but also in their online persona. These weren't just cycling guides; they were confidants, sharing personal anecdotes, victories, setbacks, and yes, signature mantras.

Beyond The Bike: The dynamic evolved. No longer were instructors merely cue-givers for another uphill sprint; they became lifestyle influencers in their own right. Audiences wanted to know about their skincare, their playlists, and their wardrobe choices—often Peloton-branded, because let's face it, their brand team knows what they're doing.

The Secret Sauce: What truly sets this apart is the long-term vision. One-off influencer posts are yesterday's news. This is about brand symbiosis, mutual growth, and habitual integration. As the instructors built their clout, they pulled their fans into the Peloton universe—talk about a win-win.

Another Contender: Fiit

The UK-based fitness app Fiit clearly took notes. They too brought in existing influencers and fitness pros for their classes. However, the buzz didn't quite reach the Peloton fever pitch. While some original instructors still hold their own online, the seismic impact just wasn’t there.

The Running List of Pillars

Combining Peloton's strategic brilliance with AG1's approach, we start to see some non-negotiable pillars of an impactful influencer marketing strategy:

1. Be Aspirational: Make your product something people strive for.

2. Create Credibility & Trust: Use expertise to lend weight to your brand.

3. Sell the Feeling: The emotional impact should be the primary product you're selling.

4. Long-term Commitment: One-off posts are out; long-term relationships are in.

5. Community Focus: Building a community isn't a checkbox; it's the backbone of modern marketing.

Peloton's instructor-turned-influencer strategy seamlessly integrates the last two pillars, and it's a roadmap that any brand, big or small, can learn from

3. Deux

Ah, Deux! The little cookie dough empire that could, am I right? Sabeena Ladha may not have landed a deal on Shark Tank, but she certainly won over viewers and, not too shabbily, raised a cool million in seed funding. But let's get to the meat—or should I say, dough—of the matter: their influencer marketing strategy. Or as I like to call it, the fine art of creative collaboration.

Now, don't quote me on this, but let's dive into what I think their strategy looks like, and why it's so brilliant.

Enter Amanda from Not Skinny But Not Fat. A genuine fan of Deux, she and the brand seemed to have sparked a rather organic relationship. Now, I don't know about you, but if I'm Deux in this situation, I don’t want to part with 5-10k on an influencer partnership with no guaranteed ROI. So, what do they do? They offer Amanda equity and profit shares. That way, the more cookies they sell, the bigger Amanda's cut. A win-win if you ask me.

And it didn't stop there. Deux has since paired up with some big names in the wellness world. We're talking collabs with Sweats and the City for a s'mores flavour, The Skinny Confidential for a pink frosting cookie dough, and so on. Each flavour isn't just a product; it's a slice of the influencer's personality, created to resonate with their audience. And that, my friends, adds another pillar to our running list of successful influencer strategies: Creative Collaboration.

Why is this so genius? Because it's the kind of partnership where both parties have skin in the game. If their product flies off the virtual shelves, it's a cash bonanza for both Deux and the influencer. Plus, the risk for Deux is minimised; no upfront payment needed if the campaign flops.

Honestly, if I've got this all wrong and Deux actually paid their influencers upfront, I owe someone a cookie. But my gut tells me this equity-and-profit shares setup is a killer strategy—one that I'd be keen to replicate with WellEasy.

2 other brands that I should mention…

Oh, and before I forget, I've got to acknowledge Our Place, another U.S. brand. Their collab with Selena Gomez was interesting, though I can't help but wonder if another celeb with a stronger culinary reputation would've been a better fit. Now, as for their actual product, well, it's a mixed bag. They were kind enough to send me a pan, and for the first six months, it was a dream. But lately it’s been pretty sticky. Nonetheless, I admire the influencer strategy.

Then there's Caraway Home, the brand I would've totally splurged on if not for the pesky international shipping and import taxes. Ugh! They started off with an affiliate program, which is my go-to advice for smaller brands, by the way. But they've since branched out into high-profile collabs with the likes of Tan France and Emily Mariko, not to mention their solid podcast ads. I have been personally influenced by their marketing to purchase their products.

So let’s recap the pillars for a successful influencer campaign….

1. Be aspirational

2. Establish credibility & trust

3. Sell the feeling

4. Long-term partnerships > single posts

5. Foster a sense of community

6. Creative collaboration

America vs. Britain: The Wellness Edition

Have you noticed the brands I've been raving about are all from the States? No offence to the UK, but when it comes to marketing—especially the influencer game—the Americans just seem to do it better.

But I think this has less to do with the brands themselves and more to do with us - the consumers. Take it from me, selling a wellness product in the States is effortless. Americans seem almost eager to part with their cash. Maybe it's the generally higher disposable income, or perhaps it's the sky-high healthcare costs that have everyone searching for a wellness elixir.

Now, contrast that with the UK scene, where folks are far more skeptical, largely because they put a ton of trust in the NHS. And let's be real for a second; some NHS guidelines could use a refresh. Yet, it's practically taboo to challenge them or Public Health England. This creates a somewhat timid influencer environment, often leading to content that's a bit, well, vanilla.

It's not just the consumers or the influencers; it's also the scale of the market. The U.S. is a massive playground with more opportunities for brands. But don't get me wrong—the UK has some great wellness brands with strong influencer strategies. Brands like Gymshark and MyProtein have made their mark, but let’s be honest - timing was also on their side. They were the early birds that got the worm, so to speak. In today's crowded market, that same approach might not fly as high.

There are a few notable exceptions, of course. Mindful Chef's influencer strategy caught my eye for a hot minute, and Wild Deodorant made a pretty solid attempt too. But I'm curious—what do you all think? Who's doing it right in the UK wellness scene?

Big Brands (££££) vs. Startups (-£)

Let's get this straight—don't mix up a content strategy with an influencer strategy. They're like distant cousins; related but not twins. While your content strategy covers everything from viral TikToks to killer Instagram posts, your influencer strategy is more like a VIP party—invite-only, paid posts only. And just like any upscale soirée, it can get pricey and there’s no guarantee it'll be the talk of the town. So, if you’re considering running a big influencer campaign, make sure your bank account is up for it. Think of these campaigns as brand-boosting exercises that have ripple effects on your Google search stats, meta ads, and email conversions. Sure, set your KPIs and keep your fingers crossed for some juicy sales, but manage those expectations if an influencer doesn’t deliver.

What about the startups, the David to the industry's Goliath?

Oh, I’m thrilled you (I) brought it up! If your brand's still in its “rising star” phase, throwing money at influencers is like tossing confetti into a windstorm—glamorous but wasteful. Your best influencers might just be sitting in your customer list. Start an affiliate program offering products or discounts, and see who from your community is willing to be your brand cheerleader. At WellEasy, for instance, we run a “give £10, get £10” programme. This is your grassroots influencer movement, setting the stage for long-term partnerships, community vibes, and creative collaboration.

So, how do you scout for the crème de la crème within your community?

1. First, your MVPs are already your fans—people who rave about you like it's their job. Plus, you may have some customers with sizeable influencer already.

2. Survey the die-hards. Pinpoint what they're all about, and it might just show you the kind of influencers that resonate with your crowd.

3. And hey, don't forget to peep the major players in your industry. While you might not get the rockstars, you can certainly find the up-and-comers that align with your brand.

What if you find someone ideal, but their price tag's got too many zeros? Negotiation is key. Offer them an affiliate deal loaded with perks, or if they’re an absolute perfect fit, think about an equity or profit-sharing arrangement. It’s not always about cold hard cash; sometimes it’s about shared vision and long-term gain.

Let me spill some tea, though. We thought we had it nailed down with our yoga-centric campaign at WellEasy. Our surveys showed about 80% of our community practices some form of yoga. Naturally, we thought, "Bingo!" and partnered with micro-influencers in the yoga niche. Welcome boxes, check. Awesome content, check. Sales conversions? Crickets. Moral of the story: you might have the data and insights on your side, but you can’t dictate the tastes of someone else’s followers.

And there you have it. Influencer marketing isn't one-size-fits-all. It's a tailored fit, and sometimes you have to go through a few fittings before you find the perfect ensemble.

So, What Do I think?

1. Influencer Marketing Isn't A Plug And Play Model: Not all brands benefit equally from influencer campaigns. Before investing, brands should have a robust budget and a tailored strategy. A word of caution: smaller brands should steer clear or pay-per-post arrangements. Plus - influencer marketing doesn’t have to be part of your marketing mix!

2. Be Multi-Dimensional: Successful campaigns like AG1 and Peloton didn't just pay for posts; they built aspirational lifestyles and focused on long-term relationships with both celebs and industry experts.

3. Sell More Than a Product: The most effective campaigns sell a feeling or lifestyle. Brands that focus solely on product features often miss the mark.

4. The Homegrown Approach: Don't overlook the potential of turning existing employees, founders, or customers into brand ambassadors. It's often more authentic and cost-effective, as shown by Peloton's instructor-based strategy.

5. Equity Over Cash: For startups or brands with a smaller budget, offering equity or profit-sharing instead of upfront payment can create more committed, long-term relationships, like Deux's partnership strategy.

6. U.S. vs. U.K. Market Dynamics: The consumer mindset toward wellness and influencer marketing is substantially different in the U.S. and U.K., impacting the effectiveness of campaigns. Be cautious about directly importing strategies from overseas competitors. Tailor your approach to the unique attitudes and expectations of U.K. consumers.