Why You Need to Be an Influencer Brand and the 3 Rs of Becoming One

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The concept of the “three R’s” has emerged around the idea of ​​influencing the age of social media. Brian Solis was one of the first to propose this concept as the three pillars of influence to measure the rise of digital influence of individuals. For years, marketers and influencer agencies have recommended relevance, reach, and resonance as criteria for selecting influencers for brands, but experts suggest it may be evolving toward a new way of guiding content. of digital marketing of brands. Hootsuite describes the three influential Rs as:

  • Relevance: The influencer shares content relevant to your business and industry

  • Search: The number of people that can be investigated through the influencer’s fan base

  • Resonance: The level of engagement an influencer can create with an audience relevant to your brand.

These criteria are used to select the right influencer, but what if marketers used them to shape their marketing communications? Could the brand become an influencer?

Related: 10 Factors That Will Make or Break Your Influencer Marketing Campaign

The Benefits of Being an Influencer Brand

Today, more than 60% of media consumption is done through fragmented digital media compared to traditional mass media. In this age of voluntary engagement, it has become more difficult to interrupt the client’s journey. Reaching your audience through other content creators is not enough. An influencer is simply someone who can influence others by being a social content creator to create an audience. A brand with the right content and a genuine and timely response can create their own dedicated and committed groups of followers. Some brands have already done very well, but it has meant a change of mentality.

Of course, content-creating brands have been around for decades. Content marketing is about creating and distributing valuable, relevant, and consistent content to attract / retain an audience, driving profitable actions. The difference is that influential brands have shifted their focus to a consumer-centric integrated marketing communications (BMI) mindset. Influential brands go beyond blogs, infographics, e-books, testimonials and practical guides that appeal to the head. They have learned to attract the heart of their audience.

This comes from seeing the world from the perspective of the goal. A change that can be seen by following the three influential Rs to drive branded content creation. For example, the focus of the content and participation of Yeti Coolers is not to sell refrigerators. It’s selling a lifestyle that refrigerators help enable. For example, they organize products so that customers can buy by activity. Lead images and copies with stories of the adventures your audience may have with the team: fishing, hunting, camping, on the shore, in the snow, on the ranch and in the rodeo.

The bread and butter of branded content marketing are white papers, educational e-books, and video tutorials. Yeti allows the public to indulge in coffee table books, celebrating whitewater rapids, films documenting brand ambassadors competing in canoe races over 260 miles, and fly fishing guides they host podcasts. Yeti’s stories aren’t full of statistics, specs, and sales promotions on its refrigerators. These are inspiring stories from the lives of your audience.

But that’s not the whole point of your marketing story. The end of the story is the purchase, and to do that, they also have to talk to the boss. Yeti offers a lot of information on rugged construction, legendary performance, smart design and long-lasting warranty on its products. The heart alone does not justify a $ 300 to $ 400 refrigerator. They have sales, contests, and promotions to encourage buying, but they lead with stories inspired by their audience.

So how do you become an influencer? Practice a consumer-centered BMI that has a perspective on history. To do this, consider the three R’s as a goal for brand content and engagement. Brands that take a narrator approach across the three Rs can become an influential factor, building relationships around brand communities.

Related: 5 reasons why brand storytelling is critical to your marketing strategy


Relevance becomes sharing stories that are relevant to your business and industry, that are relevant to the market. This is the cost of admission to recognize your story as an appropriate topic. Fitness brands like CrossFit or Life Time create verbal messages, visuals and brand stories about training and fitness. They don’t create stories about financial planning, vacations, or electric vehicles. No business has the resources to reach everyone in a marketplace, and broad messages often fail. Markets are segmented, a target is selected and the product is positioned.


Reach is the number of people in a defined population exposed to the message. The aim is to bring the brand’s history to the target audience. Life Time Fitness and Yeti Coolers place branded messages (paid, earned, shared, owned) in the media that they read and see frequently by their target audience. Not everyone who receives the message responds or responds the same way. The best customers of a brand are the most loyal followers and advocates. Brand advocates are involved and share the content of your brand, because it resonates, not because you paid an influencer to talk about it. The brand is the content creator and influencer in the community.


Resonance is the commitment generated through the prolongation of a message through reflection and amplification. When a message resonates with someone, they want to share it as a sign of their identity to a group, reaching out to others in the market. Focusing brand content on stories that resonate with your target audience adds momentum to your message. The social identity of the brand coincides with the social identity of the buyer, and the brand becomes the influencer on social media.

Related: How to do your influencer marketing well

The stories you tell in the content of the brand you create and the genuine interactions you have attract and retain an audience, creating linked customers to drive profitable actions. This is what it means to be an influencer brand. That’s why Yeti is more than just a cooler. It’s #BuiltForTheWild. That’s why Life Time Fitness is more than just a gym. It’s a way of #LoveYourLife. Think about how you can evolve your content marketing into a more influential brand from a consumer-centric mindset.

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