57. So… am I an influencer now? 👀
How I finally understood what makes influencer marketing truly work.
Last week, I received an unexpected package.
It was from the sponsor of my triathlon team for the launch of their new brand of workout gear. And I was thrilled!!!
Having run many influencer campaigns in my career, it felt so special to be treated like one.
So I did what all influencers do. Create an unboxing video, share it on my socials, and watch all reactions come in. 🤩
The following day, I showed up proudly donning the gear at a “run party” to mark the media launch of the brand.
There, I bumped into an actual influencer, Mr. IG, looking super fit, flexing his muscles, posing for the brand, hyping it up for the cameras. He was the perfect brand ambassador!
This is where it gets interesting…
I had worked with Mr. IG a few years ago for my brand campaign.
Back then, Mr. IG was a customer of the insurance product my company was selling. He had a massive reach on social media, and I thought it made perfect sense to get him on board for the campaign. After all, he was an actual user of our product!
But the campaign turned out to be a limited success. Something was missing in the association, but back then, I couldn't quite put my finger on it 🤔
But when I saw Mr. IG endorsing the sports wear, that’s when it clicked:
People follow an influencer for the fulfillment of their own aspirations.
When influencers endorse a product, the audience must believe it will help them achieve their desired outcomes. Mr. IG’s followers admire his fitness, so when he supports a sports product, they are more likely to believe him because it matches their aspiration.
When hiring an influencer, it’s not enough to look at reach or engagement stats.
Brands should be asking:
“What do this influencer’s followers aspire to be?”
And then match the product to that aspiration.
Here are a few examples from my life when I was influenced to believe the product could help me become more of who I wanted to be:
🏃♀️ “I want to look good.”
I follow Saiyami Kher, an actress and Ironman athlete. I often wonder how someone in a profession that celebrates beauty protects her skin from the harshness of endurance sports.
As a triathlete myself, I struggle with sun damage.
So, when Saiyami endorsed a sunscreen, I immediately bought it because it brought me closer to my goal of looking good.
🎯 “I want to figure it out.”
I follow Ali Abdaal because he’s a walking productivity system—doctor, YouTuber, writer, and lifelong learner. I admire his ability to juggle multiple roles with calm and clarity.
I struggle to juggle my multiple roles of being a mother, triathlete, marketer, and a writer.
When he discussed using therapy apps and working with coaches to improve various aspects of his life, I wanted the same for myself.
Ali’s influence wasn’t about the app—it was about my aspiration to get better at managing life.
🥳 “I want to have fun.”
There’s another actress I follow simply because her content makes me smile. She’s goofy, spontaneous, and joyful.
I regularly see her making matcha with so much joy, one day I found myself doing the same, even though I am not a big fan of the drink.
She wasn’t selling matcha—she was having fun, and I wanted a bit of that energy.
Bottom line:
People don’t follow influencers—they follow what they want to become.
An influencer’s campaign works when the audience believes the product will fuel the outcomes they are aspiring for.
Influence = Influencer’s persona + the audience’s aspiration + the product’s promise.
I really enjoyed writing this. If you enjoyed reading it, please tap the Like button below ♥️
Thank you!
Munmun