As a small business, we are constantly testing new methods to bring in revenue on a budget, as quickly as possible.
In the baby and toy space, the typical strategy would be to work with Mom and Baby influencers and creators as they are our top target market.
However, unexpectedly, we at Inklings have had the best luck driving sales by Creators who are outside our niche.
Last December, we sent a baby gift to Pearlmania, Alex Pearlman and his wife to celebrate the arrival of their new baby. Pearlmania is NOT a Mom/Baby influencer. He is a loud, liberal yelling red head who has amassed a huge following on Tiktok and social media by venting the frustrations we all feel OUT LOUD.
I sent the baby gift with zero expectations. Just a "hey you make us laugh daily so thanks."
In Feb 2024, Pearlmania posted a hilarious Tiktok about Inklings, specifically Ollie our Oddball Oddbird character. The tiktok sales started pouring in. Pearlmania's followers who don't even have kids were purchasing Inklings for themselves. (or their cats). We were over the moon to reach an audience that "gets us" as Inklings are not the most average, basic baby toys.
We were forever grateful. We appreciated the shout out but also Pearlmania's content. So when he had a comedy show in Jersey, we had to go for a laugh (or 10). It was great to see him in person and be able to support him in a small way compared to the way he supported us.
Fast forward to last weekend, Small Business Saturday, when we lucked out to wake up to another tiktok shouting out Inklings. The sales spiked.
We have never had anywhere near the luck of working with creators or influencers in the past, especially when they were paid. I think that is because as consumers, we are all used to being sold. We can spot a "partnership" a mile away.
The Pearlmania post worked because it was genuine and real. We connected with Pearlmania's content and he connected with our crazy characters, specifically Ollie.
So how do we recreate this kinda luck?
We have no idea. But all we know is we have to continue to think outside the box, follow our gut and do things that make us laugh. Thats where the magic is.
I actually thought I would use Chat GPT to help write this blog post, and it was just not the vibe. But there are some great points:
1. Reach Untapped Audiences
One of the most compelling reasons to work with influencers outside your niche is the potential to reach new, untapped audiences. By partnering with creators whose followers may not be familiar with your brand or industry, you open up the possibility of introducing your product or service to an entirely new group of potential customers.
When influencers step outside their traditional niche, they often engage with fresh perspectives, bringing new eyes to your brand in a way that traditional advertising simply can’t replicate.
2. Inject Fresh Creativity and Perspective
Working with influencers outside your niche allows you to tap into different creative approaches and perspectives. Creators who aren’t tied to your industry may bring a unique sense of originality to their content. Their fresh take can introduce new ways to present your product, showcase its benefits, or even tell a story that resonates differently with audiences.
3. Leverage the Power of Cross-Industry Influence
Sometimes, the most effective partnerships happen when brands and influencers step outside their traditional circles. The power of cross-industry influence lies in the ability to bring together different consumer bases that may not have considered each other otherwise.
4. Create Buzz with Unconventional Partnerships
Consumers today are inundated with ads and sponsored content, so they’re becoming more discerning about what they engage with. Unconventional influencer partnerships, especially those outside your niche, can generate excitement and intrigue among your audience. These surprising collaborations stand out in a crowded digital space and can lead to more word-of-mouth buzz.
5. Increase Credibility Through Unexpected Endorsements
Sometimes, an endorsement from an influencer outside your niche can lend your brand a surprising level of credibility. This is particularly true when the influencer has established trust within their own community. Their followers might not immediately associate them with your industry, but because they trust the creator's judgment, they’ll be more open to exploring something new.
6. Optimize for Long-Term Growth, Not Just Immediate Conversions
It’s important to keep in mind that working with influencers outside your niche may not always result in immediate sales. However, the long-term growth potential can be huge. Influencers can help raise brand awareness, foster a sense of community, and cultivate loyalty that extends well beyond the campaign itself.
As you track your campaigns, be patient and look at the bigger picture. Focus on metrics like brand awareness, engagement, and the quality of the conversations happening around your product. Over time, these efforts can convert into loyal customers who see your brand in a new, holistic light.
7. How to Approach Influencers Outside Your Niche
While there are clear benefits to this approach, it’s important to select influencers thoughtfully to ensure the partnership feels authentic and aligns with your brand values. Here’s how to approach influencers outside your niche:
-
Do your research: Look for creators who share values or interests that align with your brand, even if they aren’t directly in your industry.
-
Prioritize authenticity: Your partnership should feel organic. Influencers who are genuine in their recommendations are more likely to resonate with their audience.
-
Leverage the storytelling potential: Collaborate with influencers who excel at storytelling. A well-crafted narrative can help your product feel relevant to a broader audience.
-
Experiment with content formats: Try mixing things up. Work with influencers on video, behind-the-scenes content, or live sessions to keep things dynamic and engaging.
In the digital age, the key to standing out is innovation. Collaborating with influencers and creators outside your niche can help you break free from the status quo, introduce your brand to new audiences, and bring fresh perspectives to your marketing strategy. While the idea might seem unconventional at first, it can be a highly effective way to spark growth, generate buzz, and build a more diverse customer base.
So, the next time you’re planning an influencer campaign, consider looking beyond your usual niche. You might just discover an entirely new world of possibilities waiting to help elevate your brand.