Swipe through your social media feed. Instantly, you notice all kinds of posts, like a makeup artist talking about their favourite lipstick, a gamer discussing their new console, or a fitness coach showing off a recent workout gear purchase. These posts aren’t random or just hobbies for these influencers; they represent brands in a way that’s changing how brands earn trust and attention. As a recent graduate with a degree in public relations and new to this field, I’ve observed influencer relations become essential to modern marketing and public relations.
Influencer marketing is a targeted discussion between a brand and influential voices in a niche market. Influencers are not mass advertisements, but people with a specific community they live, eat, and breathe in. It is not just about advertising to everyone, but partnering with individuals who are intensely involved and engaged in a community. When a fashion retailer like Aritzia partners with Instagram micro-influencers for outfit inspiration, the intent shifts from merely selling clothes to crafting authentic style narratives that resonate with people.
Here’s the deal: People don’t trust ads; they believe people. Edelman Trust Barometer 2023 says that 63% of customers trust influencers over traditional celebrities. Look at Daniel Wellington’s rise by shipping watches to YouTubers and Instagrammers who feature real reviews; the company grew from nothing to a $200 million behemoth within a few years. That’s influencer marketing turning genuine stories into cash and brand loyalty.
Brands, PR professionals, and influencers encompass everyone from mega-celebrities like Kylie Jenner to niche players with just a few thousand followers. For example, Glossier grew its empire by leveraging real, everyday customers and micro-influencers to create buzz and maintain authenticity. The key? Selecting partners whose voices and values closely match the brand’s core identity.
Image Credit © Radar.com
On social media, where users engage with TikTok dance challenges, Instagram reels, and YouTube tutorials, Canadian newcomer brands collaborating with TikTok creators to highlight local culture and products do more than advertise; they foster conversations. This approach turns influencer relationships into connections with communities rather than loudspeakers to large audiences.
Partnerships aren’t only for product launches or holiday promotions. They are much like friendships. For example, Nike’s ongoing collaborations with athletes and fitness influencers, who regularly share their journeys over many years, help build trust and sustain interest well beyond a single campaign.
Reality isn’t all glamorous. Fake followers and secret deals can ruin trust. Remember when some influencers were caught for not disclosing sponsored content? The FTC enforces transparency rules strictly to keep everything legit. Brands should focus on building genuine relationships instead of one-time partnerships to avoid appearing fake or opportunistic.
Image Credit © https://www.legallyinfluenced blog.com/
What's Next?
Micro and nano influencers are the secret sauce now. Their smaller, tighter-knit followings are more likely to equate to higher trust and engagement. Think a local vegan chef who touts a brand’s cruelty-free snacks is far more likely to get her audience to take a bite than a generic ad. This move toward hyper-personalized storytelling is symptomatic of a PR universe that prefers nuance to noise.
Influencer partnerships are not some flashy side project; they are a strategic foundation. They merge old-school PR relationship-building with digital marketing data sophistication. If you want to cut through the noise, you don’t just advertise. You listen, collaborate, and co-create content with trusted voices. That’s how brands capture hearts and wallets today.
READY TO GET NOTICED? BEGIN CRAFTING AUTHENTIC INFLUENCER PARTNERSHIPS TODAY