What Are the 3 R’s of Influencer Marketing?
Influencer marketing—it’s all the rage, right? But behind every TikTok dance, aesthetic flat lay, or “What’s in my bag?” video is a strategy. And a big part of that strategy boils down to the 3 R’s: Relevance, Reach, and Resonance. If you’re not familiar with these terms, don’t worry—by the end of this post, you’ll be throwing them around like a pro (or at least impressing your coworkers in the next brainstorm meeting).
Relevance: Are They Your People?
Relevance is the cornerstone of influencer marketing. Sure, an influencer might have a million followers, but if their audience is all about gaming and you’re selling eco-friendly skincare, you’re barking up the wrong tree.
Look for influencers whose niche aligns with your brand. For example, if you’re a sustainable fashion brand, a slow-living influencer who preaches mindful consumption is your perfect match. Think of relevance as the bridge between your brand’s story and the influencer’s content—it’s what makes the partnership feel natural instead of forced.
Quick Tip: Stalk their content (not in a creepy way). Do their values align with yours? Are they posting about topics that resonate with your target audience?
Reach: The Numbers Game
Ah, the shiny metric everyone loves to obsess over—how many people can this influencer reach? Reach refers to the size of their audience and, to some extent, how much exposure your brand can expect to get.
But bigger isn’t always better. Enter micro-influencers. These are creators with smaller but highly engaged audiences (we’re talking a few thousand to around 100k followers). Their audience might be smaller, but the trust they’ve built often leads to higher engagement rates.
On the flip side, if your campaign is all about awareness and you want to get in front of as many eyeballs as possible, macro or mega influencers with millions of followers might be the way to go.
Quick Tip: Know your goal. Are you chasing awareness, engagement, or sales? Your ideal reach will depend on what you’re after.
Resonance: The Feel-Good Factor
Here’s where the magic happens: resonance. It’s about how well the influencer’s content vibes with their audience and, by extension, with your brand’s message.
You could have an influencer with a million followers, but if their audience doesn’t care about what they’re posting, your campaign will flop faster than an outdated meme. Resonance is what makes people stop scrolling, pay attention, and, ideally, take action.
Quick Tip: Dive into their comments section. Are people genuinely engaging, or is it just a sea of “🔥🔥🔥” emojis? True resonance is when their audience trusts their opinion and engages thoughtfully.
How Do the 3 R’s Work Together?
Think of relevance, reach, and resonance as a Venn diagram. The sweet spot lies in the middle, where all three overlap. You want someone whose audience aligns with your brand (relevance), has enough followers to meet your campaign goals (reach), and creates content that their audience trusts and loves (resonance).
Want to Nail the 3 R’s?
At Olsen Agency, we specialize in helping brands find influencers who hit all three marks. Whether you’re a startup exploring influencer marketing for the first time or a seasoned business refining your strategy, we’re here to help. Let’s build campaigns that don’t just look good but feel good (and convert, of course).
The 3 R’s of influencer marketing explained! A quick read to level up your strategy.
Contact us to start building campaigns that feel good and convert.
The Bottom Line
The 3 R’s of influencer marketing are your roadmap to success. Skip one, and you risk falling flat. But when you get them all right? That’s when the magic happens.
So, go ahead—start exploring influencers who are relevant, have the right reach, and genuinely resonate with their audience. And remember, it’s not just about numbers; it’s about connections.
Now, who’s ready to put the 3 R’s into action?
