In today's challenging economic environment, consumers are more selective about where they spend their hard-earned money. Beyond just seeking deals, they're craving authentic connections with the brands they support.

One way brands are tapping into this need is by partnering with influencers who align with their values. According to Sprout Social, 53% of consumers prefer influencers who reflect their personal beliefs, while 47% seek authenticity. But influencers today aren’t just content creators—they can also act as valuable brand consultants, providing insights into brand strategy, product development, and audience engagement, while leveraging their deep understanding of their followers’ preferences.

Influencer partnerships aren’t a one-size-fits-all solution, and they don’t solve every problem when it comes to audience connection. So, how can influencers act as brand consultants, and is this strategy right for your business? Let’s dive in.

Influencers Bring More Than Just Followers—They Bring Insights

In a crowded market, authenticity is key. Brands need to stay connected to their audience’s evolving needs, and influencers can help bridge that gap. While social listening tools are useful for tracking trends, influencers offer real-time, actionable feedback based on their intimate knowledge of their followers.

From tweaking messaging in a single campaign to offering strategic guidance across marketing platforms, influencers can help brands fine-tune their approach. Some influencers even provide input on product design, helping brands ensure that their offerings truly resonate with target audiences.

A brand consultant’s contribution can range from lower- to higher-level involvement, including:

• A basic level of collaboration on a singular campaign, where they’re advising on slight adjustments to key messages, value propositions, use cases, etc.

• A moderate level of collaboration, where the brand consultant’s impact goes beyond one campaign they were involved in to include broader marketing messaging, marketing platform selection, and more

• A higher level of collaboration, which involves a brand consultant who impacts the actual makings of the product or service.

Source:https://sproutsocial.com/insights/influencer-marketing-examples/

When to Consider Influencers as Brand Consultants

Looking to refresh your brand’s marketing or target a new demographic? Influencers can provide fresh insights. Whether launching a new product or expanding into a different market, influencers can offer valuable guidance, particularly in understanding cultural nuances or audience expectations.

For example, Carter's teamed up with Hilary Duff as their Chief Mom Officer to consult on product design. This collaboration brought authenticity and understanding to their audience of parents and led to the successful release of a new kids’ collection.

Source: Carter's

As of July 2024, the partnership is still growing strong as Carter’s and Duff released a new kids’ collection to great fanfare at “a price accessible to all parents,” which was an important selling point to their target market. 

When Influencer Partnerships May Not Be the Right Fit

However, not every situation calls for an influencer consultant. If your needs require specialized knowledge or complex problem-solving, an influencer may not be the right resource. Additionally, working with too many influencers can dilute your brand’s identity, as seen with Morphe.

Source: License Global

Their overreliance on influencer collaborations created confusion about what the brand truly stood for, contributing to their downfall.

Getting Started: What to Know Before Hiring an Influencer Consultant

Before diving into an influencer partnership, it’s essential to conduct a thorough audit of potential collaborators. Look at their audience demographics, voice, and engagement to ensure they align with your brand. Brand safety is very important here.

Once you’ve found the right partner, set clear expectations around their role—whether it’s providing feedback or recommendations on messaging, helping shape product development, or advising on broader strategic decisions.

With the right influencer consultant, you can gain a deeper understanding of your audience and build more authentic connections, setting your brand up for long-term success.