{"id":12850,"date":"2024-08-20T11:17:21","date_gmt":"2024-08-20T10:17:21","guid":{"rendered":"https:\/\/www.brainlabsdigital.com\/?p=12850"},"modified":"2025-06-19T21:22:30","modified_gmt":"2025-06-19T21:22:30","slug":"influencer-niches-and-why-you-need-to-blur-them","status":"publish","type":"post","link":"https:\/\/www.brainlabsdigital.com\/influencer-niches-and-why-you-need-to-blur-them\/","title":{"rendered":"Influencer niches and why you need to blur them"},"content":{"rendered":"\n

Influencer marketing used to only work in a certain way. Creators would be part of a specific vertical and advertise products in that vertical to their followers. What is a vertical? <\/p>\n\n\n\n

A “vertical” in the influencer world is essentially a niche or category that an influencer specializes in. Think of it as their main lane, where they focus their content and build their expertise. For instance, if an influencer is all about makeup tutorials, skincare routines, and beauty product reviews, they\u2019re part of the beauty vertical. <\/p>\n\n

Traditionally, brands would stick to these lanes when choosing influencers<\/h2><\/p>\n\n\n\n

Skincare brand? You need a beauty influencer. Selling swimwear? Find a fashion creator. You get the idea.<\/p>\n\n\n\n

But over the last few years, brands have started to realize that to maintain engagement and keep audience interest, they should lean into blurring the lines between their products and the creators they collaborate with<\/p>\n\n\n\n

When we talk about this, we don\u2019t mean choose any old influencer from any niche. It might not be quite right to take a crypto podcaster and ask them to promote the latest beauty blender. We still have to be considerate about which talent is right for the brand, but with a twist. If our crypto podcaster is actually a true makeup fan, then who knows – it could be a genius pairing!<\/p>\n\n

Who knows – it could be a genius pairing<\/h2><\/p>\n\n\n\n

We spoke to Katie Soper, Account Director at Brainlabs, about how brands can win big when they get this right (as well as the hard data we\u2019ve seen to back this strategy up).<\/p>\n\n\n\n

The best partnership might be the unlikeliest<\/strong><\/p>\n\n\n\n

A brand\u2019s focus should be on finding creators who engage their audience and can sell the product in their own way. It doesn\u2019t matter if they\u2019re in their vertical or not. We\u2019re not saying that partnering with obvious vertical choices is bad. Of course, if you\u2019re a fashion brand, you\u2019re going to want to work with fashion creators. But more and more, brands don\u2019t need to rely solely on it. <\/p>\n\n\n\n

Katie says, \u201cJust because you’re a beauty brand doesn’t mean you should only work with beauty creators. You actually should start looking at other areas that you can tap into. The only thing you actually need to be looking at is who their audience is. People aren\u2019t single minded. They\u2019re complex and multifaceted with numerous different interests. Find out what those interests are and tap into them to break through the noise.\u201d<\/p>

Don\u2019t want dice<\/h2><\/p>\n\n\n\n

So, we don\u2019t want to just roll the dice to choose different talent. We need a methodology that will ensure whoever you partner with will achieve high-performance results\u2026 which we pretty conveniently have for you.<\/p>\n\n\n\n

    \n
  1. Know your audience, like, really get to know them<\/strong><\/li>\n<\/ol>\n\n\n\n

    It seems obvious. But to truly understand the different creator verticals you could tap into, you need to understand your audience. Who are they? What else are they interested in? What are their pain points, and how can they be solved? Brands then need to collaborate with creators with similar audiences to theirs. While you\u2019re focusing just on finance influencers to get your new banking app downloaded, you\u2019re missing out on the travel enthusiasts who could make more of your low-rate exchanges. Think beyond your brand positioning and understand what else your audience cares about. <\/p>\n\n\n\n

    Utilize social listening tools (we use our in-house proprietary tools like Bytesights) to understand two things. First, the content, creators and communities that your audience wants to be a part of. Second, which influencers resonate with these to help you find the right match that will allow you to take an informed risk and work within different creator verticals.<\/p>\n\n\n\n

      \n
    1. Big risks make for big rewards<\/strong><\/li>\n<\/ol>\n\n\n\n

      The fragrance niche is known for typically staying within creator verticals. Perfume adverts usually feature models or other conventionally beautiful people conjuring up the scent of the perfume, exaggerating the shape of the bottle, and getting customers to imagine how sexy they\u2019ll feel wearing it.<\/p>

      GRWM<\/h2><\/p>\n\n\n\n

      Generally, these types of creators film GRWM and review content that focuses on the perfume\u2019s features. But what if they were to take a different direction?<\/p>\n\n\n\n

      Partnering with a comedy creator, for example, is not what you think of when you imagine a perfume advert! But interestingly, this content has proven to be an instant hit. <\/p>\n\n\n\n

      In this video<\/a>, the creator doesn’t focus on the perfume\u2019s features, smell, or appearance. In fact, the creator is seen only briefly putting on the fragrance at the start and end of a comedy skit. But the subtle integration made the campaign more successful than any other we\u2019ve done with this client. One Instagram user commented, \u201cI usually skip past ADs but not your ones \ud83d\udc4f\ud83d\ude02\ud83d\ude02\u201d.<\/p>\n\n\n\n

      The perfume retailer has a history of successful campaigns and very easily could have taken the \u2018if it ain\u2019t broke, don\u2019t fix it\u2019 approach. But they took a risk and went against the norms of their industry.\u00a0<\/p>

      Following what you know<\/h2><\/p>\n\n\n\n

      There\u2019s nothing wrong with following trends and sticking with what you know, but our client\u2019s pioneering mindset is what gets game-changing results. They trusted our knowledge that this risk wouldn\u2019t actually be risky for them, and it seriously paid off.<\/p>\n\n\n\n

        \n
      1. Make sure your values align<\/strong><\/li>\n<\/ol>\n\n\n\n

        Even if brands and creators are in separate niches, their values should still align. Brands should avoid working with influencers who clearly have different points of view or who don\u2019t genuinely like their product. Authenticity is the number one factor in influencer marketing – customers will spot fakeness and be turned off by insincere creators and brands.<\/p>\n\n\n\n

          \n
        1. Tap into adjacent conversations<\/strong><\/li>\n<\/ol>\n\n\n\n

          People who want to buy makeup aren\u2019t just talking about beauty, and typically don\u2019t just follow beauty creators. So just like creators can be in different niches, a brand\u2019s content can even follow different trends outside of their industry. <\/p>\n\n\n\n

          Take a young professional who hasn\u2019t started their retirement plan yet. A demographic that might not even know <\/em>they need help with their retirement investment. But what about cooking? There are tons of incredible foodtok creators out there with followers from this audience. This video<\/a> with @Dannylovespasta and Fidelity Investment was a winning collab. So, would you think of an investment brand when you look at foodie content? Probably not. Does it work? With 3.4 million views and 114.7k likes – that\u2019s a resounding yes. <\/p>\n\n\n\n

          As long as a brand\u2019s audience is still interested, anything is fair game. And yep, you guessed it – Bytesights can help brands find these conversations as well.<\/p>\n\n\n\n

          Other niches are also seeing success<\/strong><\/p>\n\n\n\n

          Brainlabs has tried and tested blurring creator verticals and we know that it works. We\u2019ve collaborated with Sheba on two separate campaigns with influencers in different niches.<\/p>\n\n\n\n

          Makeup artist @enillasmu<\/a> paired a smokey cat eye with her two cats to deliver a creative campaign that viewers called the \u201cperfect collab.\u201d With 10.1M views on Instagram, it\u2019s clear this was a winning strategy. They also worked with ceramics creator @jorjadela<\/a> who made a beautiful custom food bowl to advertise the Sheba pouches. The video achieved nearly 22M views, with fans sharing their love in the comments. <\/p>\n\n\n\n

          We\u2019ve also partnered with Est\u00e9e Lauder to create a campaign with artist @thisartperson<\/a>, who painted using only makeup to advertise the brand\u2019s Double Wear foundation. Viewers were impressed by her talent, with one commenter stating \u201cNo way that’s makeup, damn girly\u201d. She garnered 523.7K views and 46.4K likes.<\/p>\n\n\n\n

          By thinking outside the box and creating unusual content, these brands have expanded their reach and sparked conversations with new audiences, who may not have previously considered their products.<\/p>\n\n\n\n

          Jump verticals with the safety net of data<\/strong><\/p>\n\n\n\n

          The keys to success in blurring creator verticals are knowledge, tools, and the confidence to take a risk.<\/p>\n\n\n\n

          This doesn\u2019t have to mean brands go all in on one \u201crisky\u201d creator. They should test the waters and assess what works. For example, if you\u2019re a tech company, you could do five activations with tech influencers and one with a comedy influencer. Measure the performance, and if the comedy campaign draws engagement, try adding additional types of creators.<\/p>\n\n\n\n

          Katie says, \u201cBlurring creator verticals should be done on a test-and-learn basis. We’re not saying to completely re-strategize or change everything, but allow yourself a little bit of budget to test it. We have tried a few different verticals and it can really help you realize what’s great for your brand.\u201d 
          If you\u2019re unsure which types of creators could be right for your brand, or looking for the data to back up your ideas, it\u2019s always worth talking to an expert           (come say hello).<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

          Influencer marketing used to only work in a certain way. Creators would be part of a specific vertical and advertise products in that vertical to their followers. What is a vertical?  A “vertical” in the influencer world is essentially a niche or category that an influencer specializes in. Think of it as their main lane, […]<\/p>\n","protected":false},"author":4,"featured_media":12851,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[110,38],"tags":[],"class_list":["post-12850","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-views","category-influencer"],"acf":[],"yoast_head":"\nInfluencer niches and why you need to blur them<\/title>\n<meta name=\"description\" content=\"Creator verticals: Learn how to partner with unusual creators to boost your campaigns. 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