Getting More From Influencer Marketing Than Brand Awareness
Strategies that works beyond affiliate links and codes
If you're a marketer, you’ve probably been there. You invest in influencer campaigns, see a brief spike in traffic or mentions, but then… nothing lasting. Affiliate links underperform, discount codes go unused, and you're left asking, “Is this it?”
Many influencer campaigns stop at brand awareness when what brands really need are conversions, engagement, and loyalty. We spend time and money finding the right influencers and crafting campaigns, only to end up with fleeting attention and minimal impact.
The goal isn't just visibility, it’s trust, genuine connection, and tangible results. If all you’re getting is a shout-out and a link, you’re missing the real value of influencer marketing.
In this episode of DDMB, we’ll look at how smart brands move beyond one-off promotions to build long-term, high-impact influencer partnerships. But first, let’s look at mistakes marketers are making.
Some Common Mistakes Marketers Make with Influencer Marketing
Misalignment Between Influencers & Business Goals
Many brands prioritize follower count over fit. An influencer might be popular, but if their audience isn't your target customer, your message won’t land.One-Off Promotions & Transactional Endorsements
A single post isn’t enough. Without a consistent narrative or relationship, your product is easily forgotten after the scroll.Lack of Measurable Calls-to-Action
Campaigns that focus on vibes over strategy miss the point. Without clear CTAs, you leave potential buyers unsure of what to do next.Over-Reliance on Affiliate Codes & Discounts
These tools can drive quick sales, but they often fail for high-ticket or trust-based products. In those cases, storytelling and credibility matter more.Confusing Engagement for Sales
High likes and comments might look good, but they don’t always reflect real interest. Vanity metrics can mask a lack of actual conversions.
Smarter Strategies That Drive Results
Here are powerful strategies that brands, both global giants and Nigerian success stories, are employing to extract maximum value from their influencer collaborations:
1: Co-Create, Don’t Just Collaborate
What most marketers do: Send the influencer a brief, maybe a discount code, and ask them to “talk about the product.”
What top brands do: Treat influencers like creative partners. Let them shape how the product shows up in their world.
Example:
Fenty Beauty doesn’t just send out PR boxes. They often work closely with beauty influencers, especially micro-influencers, to create looks, tutorials, and challenges that feel authentic. Dodos Uvieghara, a Nigerian makeup influencer, has created tutorials using Fenty, and her content gets real engagement because it doesn’t feel like a plug, it feels like her real-life routine.
Creative Tips:
Identify content gaps: What kind of content would truly resonate with your audience that an influencer could help you create?
Give creative freedom (within guidelines): Influencers know their audience best. Trust them to deliver authentic content that aligns with your brand message.
Repurpose: Don't let this amazing content die on the influencer's feed. Share it on your own channels, website, email newsletters, and even in future ad campaigns.
2: Build Long-Term Influencer Ambassadorships
What most marketers do: One-off influencer posts.
What smart marketers do: Build ongoing relationships. It takes multiple touchpoints for consumers to act.
Example:
Pepsi Nigeria didn’t just work with influencers for one campaign. Over time, they’ve partnered with creators like Broda Shaggi and Tobi Bakre across multiple events and brand moments. These influencers are now part of the Pepsi vibe.
Result: Deeper brand association. When fans think of those creators, they also think of Pepsi.
Creative Tip: Instead of one post, negotiate a 3-month content partnership. That could include unboxings, Q&A sessions, product drops, and event invites.
3. Involve Influencers in Product Development
One of the biggest missed opportunities in influencer marketing is treating influencers like megaphones instead of mirrors.
Influencers aren’t just here to say “Buy this!”. They can help you figure out what to build in the first place.
These creators are deeply immersed in their niche. They get real-time feedback from their audience, spot emerging trends early, and often know what consumers want before the brands do. So why only bring them in at the launch stage?
Bring them in early. Ask for feedback. Let them shape what you’re creating. Not only does this improve your product-market fit, but it builds real emotional investment with the influencer, which reflects in how they promote it later.
Example: Fenty Beauty
Fenty’s success wasn’t just about celebrity power, it was about listening. By seeding products to diverse beauty influencers early, Fenty gathered authentic feedback that helped fine-tune shades and formulas. The result? A product line that solved real problems and earned genuine love from the beauty community.
Creative Tips:
Start small: Send early samples to a select group of relevant micro-influencers for honest feedback.
Value their opinion: Show that you're genuinely listening and willing to make changes based on their insights.
Highlight their involvement (with permission): When you launch, you can subtly mention that the product was developed with input from community leaders or experts, adding credibility.
3. Host Experiential Campaigns That Create Buzz
Move beyond static posts and create immersive experiences. This could be anything from exclusive launch events to brand-sponsored workshops or even travel.
Red Bull is a master of this. They don't just pay extreme athletes to drink Red Bull and post about it. They sponsor entire events (Red Bull Stratos jump, Red Bull Air Race), create content around these experiences, and elevate the athletes into global icons. The product is intrinsically linked to high-adrenaline, aspirational experiences that the influencers are living and sharing. The influencer becomes an integral part of the Red Bull narrative.
Creative Tips:
Identify shared passions: What experiences align with your brand values and your target audience's interests?
Make it exclusive: Offer unique access or opportunities that the influencer's audience can't get elsewhere.
Document everything: Capture high-quality photos and videos from the event to repurpose across all your channels.
4. Turn Influencers Into Brand Evangelists
This is about moving from one-off transactions to long-term relationships where influencers become genuine advocates for your brand, not just paid promoters.
Example:
Paystack, a leading payment gateway in Nigeria, has grown significantly through a strong community. While not traditional influencers in the sense of lifestyle bloggers, key tech personalities, startup founders, and even active users who share their positive experiences become powerful advocates. Paystack could formalize this by creating an "Ambassador Program" for relevant tech influencers or successful businesses using their platform. These ambassadors could share case studies, host webinars on optimizing online payments, or participate in co-created content demonstrating Paystack's value. Their advocacy comes from genuine experience and belief in the product, making it far more impactful than a sponsored ad.
Creative Tips:
Focus on relationships: Invest time in building genuine connections with influencers.
Provide ongoing value: Offer exclusive insights, early access, or unique opportunities.
Empower them: Give them tools and resources to genuinely advocate for your brand. Encourage them to share their stories with your product.
5: Use Influencer Content As Paid Ads
Here’s a pro tip most marketers miss: influencer content can convert better as ads than studio-shot creatives.
Why? It feels real.
Example:
Glossier built its brand using content from influencers and real customers. Many of its Facebook and Instagram ads are literally reposts or slight edits of influencer UGC (user-generated content).
Another brand that does same is Midas Naturals. They can (and has) taken influencer hair care videos and boosted them as paid ads. These get more traction than polished brand shoots.
Creative Tip: Get content usage rights during your contract. Use the most engaging influencer video as a retargeting ad to convert viewers who visited your site but didn’t buy.
6. Build Community, Not Just Conversions
Not every campaign has to scream “Buy now!” Sometimes, you’re building brand love and a shared identity.
Example:
Nike doesn’t sell. It tells stories. Their work with athletes and creators is about shared values, lifestyle, and perseverance.
In Nigeria, PiggyVest partners with creators to talk about financial literacy, savings goals, and real-life money struggles. It doesn’t always link to a product page, but it builds long-term trust.
Creative Tip: Ask your influencer to start a conversation, not just a campaign. Try posts that begin with:
“Here’s how I learned to save ₦20k a month…”
“Nobody talks about how hard it is to stay consistent with skincare…”
Let their community chime in. Your product will enter the convo naturally.
Measuring Success Beyond Sales
If you’re playing the long game, your metrics should reflect that. Look beyond transactions and measure:
Content performance – Views, saves, shares, watch time.
Brand sentiment – What are people saying about you now?
Site behavior – Time on site, bounce rate post-influencer content.
Audience growth – More (relevant) followers? Increased engagement?
Earned media value (EMV) – How much organic content was generated?
Qualitative feedback – Surveys, DMs, focus groups.
Community growth – More active brand ambassadors and user contributions?
Influencer marketing isn’t about renting attention, it’s about earning trust.
The best results come when you stop thinking of influencers as media buys and start seeing them as collaborators, storytellers, and community builders.
Want results that last? Then play for more than the click.
Are there any strategies you’re currently using or know of that I didn’t mention? Drop them in the comments.
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You nailed it so good. Also I always advise brands(mid level), to look within their loyalists and make their “influencer”, often times these are people who genuinely care about your brand and have been through your brand journey. They will most likely do better than your average “70k followers” influencers.