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Influencer Marketing Strategy for Lifestyle Brands

influencer marketing strategy - UGC photo of cosmetics

If you’ve been following the blog for the last few weeks, you already know that influencer marketing will continue to play an essential role in 2024.

(If you missed our 2024 Trend Predictions, check them out here).

Understanding the nuances of influencer marketing and implementing effective strategies is crucial for staying ahead of the curve.

This guide will explore impactful influencer marketing strategies tailored specifically for lifestyle brands, ensuring visibility, credibility, and lasting connections in the competitive online space.

First things first, WHY does influencer marketing work?

Influencer marketing thrives on the fundamental principle of trust.

It works because influencers, through their content, have established a genuine and often personal connection with their audience.

Unlike traditional advertising, which can be perceived as impersonal and overtly promotional, influencers bring authenticity and relatability to the table.

Their followers trust their opinions, recommendations, and experiences, creating a unique opportunity for brands to tap into a pre-existing level of credibility.

influencer marketing - perfume unboxing

Additionally, influencers often operate within specific niches, allowing brands to target their ideal audience more precisely.

The authenticity, trust, and targeted reach inherent in influencer marketing make it a potent strategy for building brand awareness, fostering engagement, and ultimately driving conversions.

Now that we’ve established the WHY, let’s look at the HOW.

HOW does influencer marketing work?

1. Identifying the Right Influencers:

The foundation of a successful influencer marketing campaign lies in selecting influencers whose values align seamlessly with your brand.

Dive into comprehensive influencer research, considering factors such as niche, audience demographics, and engagement metrics.

Tools like Traackr and Hootsuite can aid in identifying influencers who resonate authentically with your lifestyle brand.

influencer marketing - aesthetic flatlay

2. Micro-Influencers and Niche Appeal:

While mega-influencers boast large followings, micro-influencers (those with smaller but highly engaged audiences) often provide a more intimate connection with their followers.

Micro-influencers are often more affordable and offer a better ROI as their audiences are more engaged.

Explore collaborations with micro-influencers in your niche to foster genuine relationships and tap into niche markets effectively.

3. Storytelling through Influencer Campaigns:

Encourage influencers to weave your brand into their personal narratives.

Rather than dictating strict deliverables for their content, set looser guidelines to allow the influencer to showcase your product in a way that's authentic to them (and hence will resonate with their audience more).

Authentic storytelling creates a compelling connection between the influencer, your brand, and their audience.

Crafting a narrative that aligns with your lifestyle brand's values enhances the impact of the influencer's message.

influencer marketing - cosmetics on a vanity

4. Authenticity over Promotion:

Today's consumers value authenticity over overt promotion.

Instruct influencers to integrate your products or services naturally into their content. For example, a hair oil brand might ask the influencers they work with to integrate their hair oil into a video about their relaxing evening routine.

Authenticity resonates with audiences, fostering trust and increasing the likelihood of conversion.

5. Long-Term Partnerships:

Building lasting relationships with influencers goes beyond one-off campaigns.

Consider long-term partnerships to establish a consistent brand presence in the influencer's content.

A general rule in marketing is that a consumer has to see a product 7 times before making a purchase.

By working with the same influencers long-term, chances are their audience will see your product repeatedly, creating brand familiarity and eventually leading them to a purchase.

Additionally, this strategy portrays the influencers as loyal to your brand, reinforcing trust in your product with the influencer's audience over time.

6. User-Generated Content (UGC):

Encourage influencers to create user-generated content showcasing your products in real-life scenarios.

UGC not only provides authentic social proof but also serves as a valuable resource for your brand's content library.

influencer marketing - candle unboxing

7. Leveraging Multiple Platforms:

Diversify your influencer marketing strategy by collaborating with influencers across various platforms.

Instagram, TikTok, YouTube, and blogs each offer unique opportunities for showcasing your lifestyle brand.

Tailor your approach to align with the strengths of each platform.

8. Integrating Influencers into Events:

Bring influencers into real-world experiences by integrating them into events or product launches.

This not only enhances the exclusivity of the event but also provides ample content opportunities for both your brand and the influencers.

Influencer Marketing done right: our favorite example from 2023

Lastly, let’s look at a brand that’s crushing their influencer marketing campaigns:

rhode skin lip tint
rhode Instagram Feed, All credits to rhode skin

Rhode by Hailey Bieber

If your Instagram/Tiktok feed looks anything like ours, you’ve probably seen dozens of people unbox their lip tint jelly bean PR package at the end of 2023.

Perfectly timed for the Holidays and the lip tint launch, Hailey Bieber also posted a new makeup look called “sugar plum fairy” using her new lip tint & encouraging people to try it.

What makes it a genius campaign:

  • Storytelling: Hailey Bieber writes in her caption that she was the Sugar Plum Fairy in the Nutcracker when she was 16, and created this makeup look inspired by her experience. There’s an instant connection here as she relives her time in ballet. Additionally, “ballet core” was a big vibe in 2023, and the Nutcracker is the most popular Christmas Ballet of all times.

  • Authenticity: Rhode encourages influencers and UGC creators to use the new lip tint in a makeup look alongside other products. This makes it seem like the lip tint is a genuine part of people’s everyday essential makeup products. Less salesy, more authentic.

  • The right influencers: If you scroll through Rhode’s feed, you can see they are reposting many videos by influencers & UGC creators. They are accounts of varying sizes (we’ve seen anything from 15k followers, - 1.6M followers) with a dedicated following in the beauty space.

  • Variety of content: We’ve seen people do full makeup routines, the sugar plum fairy makeup, unboxings of the lip tint, reapplying the lip tint. While reinforcing recognition, it keeps content fresh and interesting as everyone puts their own spin on it.

Remember, influencer marketing is not just about reaching an audience; it's about forging genuine connections that resonate with the lifestyle and values of your brand.


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