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An Interview With Social Influencers

An Interview With Social Influencers

6 minute read

  • MKTG recognizes the power of micro-influencers which is supported by their high level of engagement from followers.
  • MKTG takes a closer look on how these influencers are working in the space of health, fitness and lifestyle.
  • @CaleighFit and @joselopez_fit were invited into our office for an exclusive interview.

Leveraging a micro-influencer for a branded partnership is a powerful and authentic way to reach a targeted demographic. Micro-influencers are increasingly being used to supplement traditional marketing campaigns due to their high engagement with followers, how cost effective they are, and how fast they can drive social buzz. MKTG recognizes the importance and power that micro-influencers have with their loyal following.

“Because they are personally invested in their crafts, micro influencers are trusted sources of recommendations for followers” (Media Post)

With our previous blog encompassing research from international examples within the beauty industry, we now turn to look at the micro-influencer impact within the fitness, health and lifestyle category. MKTG speaks directly to influencers to understand their strategies for building a brand on social, working with sponsors and creating content that is valuable to their followers.

@CaleighFit

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Since leaving her job in television a few years ago, Caleigh has become a go-to wellness expert and contributor for outlets like Fashion magazine, Shape magazine, Yahoo, HuffPo and CBC Life. This summer she took Fashion Magazine’s online viewership from 6,000 to over 20,000, hosting an 8 week, live fitness video series.

Caleigh has had the privilege of working with reputable brands, collaborating with Ocean Spray, adidas, Genuine Health, Persil, Tide, Gillette and Dyson to deliver social media content that stands out, makes an impact and is totally authentic to her persona – strong, fun and real.

Describe the purpose of your blog in one sentence.

A place to encourage self-love and to find motivation and empowerment.

What impact are you looking to make with your personal brand?

My mantra overall is to make fitness fun and accessible to all. I want to drive a community together that is like minded and let people know that boxing is not intimidating – pretty girls can box too!

What challenges do you face when creating fresh content for your social media?

Finding balance between posting true, authentic moments and being a pillar of strength for my followers. Just like every human, I experience highs and lows with body image, business and life. People come to me for inspiration, motivation and for support.

How do you optimize your social media to gain attention from sponsors?

You have to give to get, its brand dependent. I like to incorporate gear from brands that I actually use - I then would tag brands to show them that their brand is a genuine interest of mine, I believe brands respect that. I want to appear brand loyal and create a synergy between my current feed and how it looks in 6 weeks from now.

What categories do you think are best practice at working with influencers? 

Definitely fitness – the fitness category is on the rise and is constantly expanding. It’s not just the Bosu and running shoe anymore. Brands are now emphasizing this category and realizing how many brands can work under the fitness umbrella with influencers. For example, after a boxing class, how I prepare for a business meeting, there’s a multitude of products that are involved, skin care, hair care, clothing etc.

What is a success secret you’d like to share with other influencers?

First secret - Don’t be afraid to take risks and give your content space to breathe. Influencers need to be comfortable in letting their content grow. Numbers also aren’t everything. I supply content on my page that I know sometimes won’t get the most likes, but it is organic to my brand and I stand behind it.

Second secret - Don’t look at what everyone else is doing. Be authentic to your content. Do I need a cactus? Do I need a pan down shot of a smoothie bowl? Lean into who you really are.

How do your followers feel about sponsor collaboration? What is the feedback you receive?

Followers don’t love majority of obvious sponsored content. My followers like powerful photos, not blatant product placement - something that functions well with your pages aesthetic and content always works best.

I believe a lot of sponsored content should move into Instagram Stories – there’s so many ways to play with sponsored content to make it fun and interactive for consumers.

 What aspects go into creating a great photo when collaborating with a brand?

I go by this: The brand is extension of me, I am not an extension of a brand. The photo must always reflect me and my personal brand.

@joselopez_fit

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Jose Lopez is a Toronto based trainer, photographer, writer, and digital content creator behind Jose Lopez Fit. His online presence is an extension of his carefully curated lifestyle - at the point where fitness and style collide - with a positive and friendly attitude. His no nonsense approach combines his new school training philosophy with old school fitness fundamentals to offer unparalleled workouts and daily inspiration to his social media followers.

Describe the purpose of your blog in one sentence.

A place that will inspire individuals – whether its with fitness, style or just being a good person.

What impact are you looking to make with your personal brand?

My blog inspires and I bring that to life by helping people achieve their personal best.

What challenges do you face when creating fresh content for your social media?

Trying to blend lifestyle and fitness. It’s tough and I have high standards. I constantly review my old content to ensure my output is always fresh. For example, when I traveled to Paris recently, I used the city environment as my gym and that provided tons of unique content for my blog.

How do you optimize your social media to gain attention from sponsors?

I have a very proactive approach. I actually reach out to sponsors directly a lot of the time. I invite brands of interest to view my feed and get accustomed to my page. 

Which segment of influencers are on the rise?

I believe “Dad’s” are in. We’ve seen the “Mommy Blogger” category do really well over the past number of years. As for the Dad category, I think it’s great when brands use a strong male figure to be the ambassador of a brand.

I also believe alcohol brands are using influences well and have a strong year round presence.

What is a success secret you’d like to share with other influencers?

I have a few.

(1)    Be authentic.

(2)    Use high quality content.

(3)    Always think strategically and be professional and presentable.

(4)    Don’t collaborate with every product that reaches out unless it’s authentic to you. There’s a fear out there that you need to work with every product or you’ll miss out, but you don’t have to.

How do your followers feel about sponsor collaboration? What is the feedback you receive?

Sometimes my sponsored content doesn’t do the greatest, especially if it’s blatant or a very up close shot of the product. Followers like when products are integrated into my lifestyle. My followers like to see me in the photo.

What aspects go into creating a great photo when collaborating with a brand?

Any aspect that makes the photo look natural and not forced - I Integrate products on my social in a natural way and always think, where would I be using this product in my day-to-day life.

MKTG thanks @CaleighFit and @JoseLopez_Fit for their insights!

 

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