Week 3: Authentic Interactions with Influencers Are Possible. No, Really. And Yes, They Work.

TL;DR:  A particular type of influencer builds trust by connecting people through shared passions. Followers see them as discovery sources, not just another advertising channel. 

First of all. I hate the term influencer. It has been overhyped, overused, and can't be helped. Ask five people to describe what an influencer is, and you'll get five definitions of equally crushing bullshit. I'll introduce a new term that is more on-the-nose in a moment. But for now, we're sticking with influencer. Shudder with me.

Influencers are an instant way to get in front of the right people if mainstream media is not an option. Social media allows brands to build credibility, visibility, and community without relying on journalists to notice it. It is essential to utilize influencers who already have your target audience.

Influencer marketing is not about mere visibility. Lasting partnerships can increase credibility, generate engagement, and establish long-term connections. Brands that partner with voices they believe in have short-term and long-term impacts. Brands that jump into the fray without strategy see little ROI whereas brands who use data to drive strategy establish real connections. This is where Jem Bahaijoub comes in.

Jem is one of six principal consultants at DeSoto & State, brought in when precision and expertise are critical. As the founder of Jem Consulting and co-founder of Make Me Social, she's spent years creating social media campaigns that combine data-driven marketing with genuine storytelling. I've learned everything I know on the topic from Jem, including the fact that sometimes the best thing you can do is step back and let her crush it.

Having 1,000 to 10,000 followers, Nano influencers are currently a marketing essential. A report from eMarketer in 2023 pointed out how nano influencers on Instagram enjoy an engagement rate of 6.23 percent, which is notably higher than bigger followers. In a Shopify survey this year, nano influencers on TikTok reach 18 percent engagement. They establish genuine trust through their small, niche-based followers, and therefore become impactful voices for recommending products. The same report also illustrates that, at a cost between $5 and $25 per post, brands can partner with multiple nano influencers simultaneously, creating exposure without exhausting budgets.

Here's the real beauty of nano influencers: few actually look, feel, or behave like influencers at all. While traditional influencers are always hawking products, many nano influencers themselves are rarely concerned with selling something. It's evident to the their followers that they're naturally authentic, saying "I use this thing" without necessarily having to say so. If a follower puts the effort in and leaves a comment on something a nano influencer has posted or a direct message, there's a good bet that that will be heard. In an automated and star-filled social media environment where that is the exception rather than the rule, they're building a community and curating culture, one real connection at a time. So, let's call them what they are: cultural curators and community voices.

A personal example: cultural curators and community voices shape how I consume music. I am a record collector. I've built up a pretty large music collection over the years, with all kinds of recorded media going back more than 100 years and taking up most of an entire floor of our home. I study their history, obsess over liner notes, and get lost in the back story of the music, so the podcast Vinyl Emergency speaks to me. Jim Hanke talks about records in language that evoke the feelings and nostalgia that propel them. Keeping in mind that he is not actually selling records, but I have bought dozens of albums that he introduced me to for the first time. When he interviews artists, his conversations are sitting in with someone who speaks my language. I believe what Jim says.

Will Byington's photography grabs another facet of my fixation. I like music art and concert photography, and my collection is nothing compared to the wall space I don't have. Will's Instagram feed is a collection of unadorned power from each experience. Every photo has a story behind it, and it is like seeing something that I didn't get to be a part of but would still prefer to be on. I've found myself wishing I could have seen a couple of those shows, but hanging a Will Byington photo on my wall is a more than sufficient consolation prize. His photographs bring the scenes alive, as if I were looking at them, too.

Elia Einhorn's work on Talkhouse, Sonos, East Village Radio, and Pitchfork Radio is close to me. His storytelling within the world of indie music acts to chronicle more than that, engaging individuals to become active participants into an actual community. His authenticity renders his work honest and connected to something beyond the music. Elia isn't shilling anything, which comforts me to stand behind what he isn't actively selling.

Having gotten to know Jim, Will, and Elia through their respective platforms and in person, I know that their no-jive attitude is authentic. Consider approaching cultural curators and community voices in these ways:

• Product Seeding for Real Reviews
  Offering products in exchange for real reviews or unboxing videos generates word-of-mouth. In contrast to product reviewers who charge premium fees, cultural curators and community voices engage with product samples and review them honestly.

• Referral or Ambassador Programs
  Creating ambassador programs with special discounts or small commissions per sale through individualized referral links gives special perks to community voices and cultural curators, producing lasting engagement.

• Social Media Takeovers
  Getting your social media into the hands of cultural influencers and community voices can create new content and foster trust. Takeovers can include behind-the-scenes content, product tutorials, or live Q&A sessions. They also generate engagement and make the brand more human without the cost of big ad campaigns.

I'd be remiss not to acknowledge that many influencers blur the line between personal recommendations and paid promotions, often failing to disclose sponsorships. Michael Kuzminov pointed out in Forbes that this lack of transparency raises concerns about consumer trust and the need for more explicit regulations. Unlike traditional advertising, which follows clear guidelines, influencer marketing carries some ethical baggage, often prioritizing personal branding over accountability. Keep this in mind when you're navigating the space. Again, Jem Bahaijoub can help with this.

Cultural curators and community voices build trust by creating spaces where shared passions bring people together. Their followers see them as sources of discovery, not just another advertising channel. In a social media landscape that can often feel disconnected, these creators remind us what real connection looks like: authentic, meaningful, and personal.

Next week, I'll dive into how to build strong, authentic connections that grow from the ground up, turning your most loyal followers into powerful advocates for your brand.

AI-generated image. Not representative of real individuals or events.