How to Find Your Perfect Outdoor Influencer Match

You’ve probably noticed a shift in the marketing landscape. Consumers are tuning out traditional advertising and turning to social media personalities for product recommendations and lifestyle inspiration. This isn’t just a passing trend but a fundamental change in how people make purchasing decisions; your brand’s success now hinges on embracing this new reality.  

Influencers have become the trusted voices in a sea of marketing noise. They’ve spent years building loyal followings who trust their recommendations on everything from the best rooftop tents to can’t-miss rural routes. When an influencer recommends your brand, you’re not just reaching their followers, you’re tapping into a community that values their expertise in the field.

But here’s the thing: successful outdoor influencer partnerships go beyond just showing off your product. They create real connections that resonate with your target audience. When done right, influencer marketing can:

• Boost brand awareness in ways traditional outdoor advertising can’t touch
• Drive engagement through relatable, user-generated content in authentic settings
• Increase sales by leveraging social proof from trusted experts
• Provide valuable insights into what your target audience of outdoor enthusiasts likes and how they behave in nature

While effective in many ways, influencer marketing for outdoor gear isn’t a one-size-fits-all solution. It requires a thoughtful approach tailored to your brand’s unique voice and goals. That’s why choosing the right influencer is as important as choosing to work with one in the first place.

Vetting Outdoor Influencers: More Than a Numbers Game

When it comes to outdoor influencer partnerships, bigger isn’t always better. A massive follower count might look great on paper, but it’s the real, genuine engagement that moves the needle for your brand. We’re talking about interactions that show an influencer’s audience is truly invested in their content. Here’s what to keep an eye out for:

• Comments that go beyond just emojis — look for actual conversations
• Shares and saves that suggest people find the content valuable
• Lively discussions in the comment section that stay on topic

But don’t stop there. Dig into the influencer’s content quality, how consistently they post, and what kind of brand collabs they’ve done in the outdoor space before. Are they sharing authentic outdoor adventures or just jumping on whatever’s trending? Do their past partnerships fit with what your brand is all about?

It’s these qualitative factors that show who can really spread your brand’s message and create genuine connections with your audience. 

Building Long-Term Relationships with Outdoor Influencers

Creating content that not only looks good but feels authentic to both your audience and the influencer’s established audience is at the heart of any successful partnership. The best way to ensure that happens is by selecting influencers whose values and messaging match your outdoor brand’s ethos — the ones who already follow your brand, or brands like yours. 

By aligning your outdoor brand values with those of your chosen influencers and giving them room to express their creativity, you’re setting the stage for partnerships that go beyond mere transactions. You’re creating the foundation for long-term collaborations that can truly amplify your brand’s message and connect with your audience in meaningful ways.

Once you’ve found influencers who align with your outdoor brand values, start with one-off campaigns with the goal of an ongoing collaboration. Long-term partnerships with outdoor influencers allow your brand to:

• Foster deeper audience engagement as followers become familiar with your gear in various settings
• Create consistent brand messaging across multiple campaigns
• Increase trust and credibility in your target market of outdoor enthusiasts

Trust their creative instincts and content ideas and be open to their ideas and feedback from real outdoor experiences. They’ve earned their audience’s trust for a reason. When you respect their expertise and unique voice, they’re more likely to produce content that resonates with their adventure-seeking audience — and by extension, yours.

Leveraging Key Platforms: Instagram and TikTok

Instagram and TikTok are go-to platforms for influencers, but choosing the right influencer might mean choosing a certain go-to platform. While each platform is a social proof powerhouse, they’re not created equal. 

Instagram is the seasoned pro in the influencer game. It has the tools you need to run a tight ship, including paid partnership tags that keep everything above board. Plus, its diverse content formats (from Stories to Reels) give your influencers a creative playground to showcase your brand.

TikTok, on the other hand, is the most widely used platform with an insatiable appetite for engagement. It’s where trends are born and die faster than you can say “viral”. The platform’s algorithm has a knack for catapulting content into the spotlight, offering the potential for explosive reach.

Here’s the thing: user behavior on these platforms is as different as night and day. Instagram users tend to curate their experience, while TikTok is all about the endless scroll of discovery. This means your influencer strategy needs to be platform-specific to truly resonate.

So, how do you choose? It’s not about picking a winner, but about playing to each platform’s strengths. Use Instagram for its robust analytics and partnership tools. It’s perfect for telling a longer brand story and fostering community. TikTok, with its sky-high engagement rates, is your go-to for capturing lightning in a bottle — those moments of pure, unfiltered brand awareness that can set the internet ablaze.

Remember, the goal isn’t just to be seen, it’s to be remembered. Whether you’re leveraging Instagram’s polished aesthetic or TikTok’s raw authenticity, make sure your influencer partnerships align with where your audience is most active and engaged. That’s how you’ll turn those digital ripples into waves of brand loyalty.

Make the Most of Your Marketing Through Strategic Partnerships

Think of influencer marketing as tossing a stone into a pond. A single skip? That’s fine. But you’re after those expanding, concentric circles that ripple out, increasing reach, awareness, engagement, and conversion. This ripple effect is your golden ticket to maximizing ROI.

To achieve this, you need to understand the different levels of influence. While micro-influencers offer value, ask yourself: What’s the big picture? What are you ultimately trying to achieve? Is it about expanding reach, or perhaps tapping into a new segment?

Your strategy should dictate your approach. Sometimes, it’s about casting a wide net. Other times, you’re angling for a specific catch. Without knowing your end game, you can’t determine your budget or the level of partnership you’re after.

Aligning Partnerships with Goals

When crafting your influencer strategy, consider these key points:

• Define clear objectives: Are you aiming for brand awareness, lead generation, or direct sales?
• Match influencer tiers to goals: Micro-influencers for niche targets, macro-influencers for broader reach
• Balance quantity and quality: A mix of influencer types can create a more comprehensive campaign

A smaller, highly engaged audience can often yield better results than a massive, passive following. Focus on finding influencers whose audience aligns perfectly with your brand’s goals. This alignment is the key for turning those ripples into waves of success.

Crafting a Successful Influencer Marketing Strategy

You’re now armed with the tools to navigate the influencer marketing landscape like a pro. Remember, it’s not about chasing the biggest names or the flashiest content. Your north star should be finding influencers whose audience and values truly align with your brand. Engagement rates trump follower counts every time, so keep your eyes on those metrics that really matter.

Need more guidance? We’re fluent in influencer marketing and can help you not only find the right person to collaborate with, but create ongoing campaigns that get results. Have questions? We’re ready to answer them!