What is an influencer?

Influencer. Ambassador. Creator. Sometimes synonymous, there are nuances in these titles. So, what do they mean? What are the differences between nano, micro, macro and mega influencers? What are the pros and cons of working with each type of influencer, and how should you determine the best fit for your brand?

Influencers in Home Improvement

Influencers are a valuable resource for home and building product brands vying for market share in a competitive landscape. Influencer marketing can be especially effective in reaching DIYers and home improvement enthusiasts. On the flip side, we’ve seen a lot of success for our B2B clients in creating niche communities — say, like-minded tradespeople with a devotion to their craft.

From celebrity personalities such as HGTV stars Dave and Jenny Marrs to nano influencers with small but mighty followings and everyone in between, we’ll unpack real-life examples and what makes them work.

Activating Your Influencer Partnerships in Digital Spaces

At a fundamental level, social media platforms fueled the meteoric rise of non-celebrity influencers. But bloggers were the first to turn the practice of influencing others into an online business. In fact, Federal Trade Commission guidelines that, in 2009, regulated the use of endorsements and testimonials in advertising became known as the Mommy Blogger law. Today, being an influencer is a profession that is well respected in our category and in our industry. And the brands that use the tactic most effectively are those that know how to bring their influencer partner’s influence to their own channels.

Using influencers in your content should be an important consideration as you evaluate partnerships. Can you maximize your investment by speaking directly to the audiences who already engage with your brand? We’ll talk more about how to level up your owned and shared platforms, including blog posts, email marketing and social media sites.

Tips for Working With Influencers

You’ve found the perfect partner. Now what? Get our advice on working with influencers to protect your interests and get great results. We’ll start with contract negotiation tips and walk through how to run a successful program day-to-day, drawing on our experience managing influencer partnerships for leading home improvement brands.

What to Avoid

“Whatever you do, don’t do this.” We’ll finish with some cautionary tales to help your brand avoid making the same mistakes as you research, design and run your own influencer programs.

How to Register

Ready to learn more? Attend the HIRI Summit and join Amanda and Laura live for their presentation in Chicago next month.

When: September 27–28, 2023 (Amanda and Laura will speak at 11:15 a.m. CST on September 28)

Where: voco Chicago Downtown, 350 W. Wolf Point Plaza, Chicago, Illinois

HIRI is the only nonprofit organization dedicated to home improvement research, helping home improvement brands make better business decisions. If you want actionable insights from top experts, HIRI’s annual Home Improvement Insights Summit should be at the top of your list. It’s the premier event delivering the latest insights into consumer and pro customer attitudes, distribution channel shares and housing macroeconomics.

Space is limited, so reserve your seat today. Register now.