Brands are always evolving, adapting to shifts in the marketplace by appealing to different audience groups. This in turn requires organizations to adapt their influencer marketing strategies and look at which audiences their key influencers are connected to, in order to maximise the impact of their engagement.

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With the lines between market sectors becoming increasingly blurred, engaging with people who are influential within a specific area may not always be the most effective way to spread your messaging  – a smarter approach therefore is to identify and engage with key influencers who are connected to more than one of your key audience groups. Focusing on these “connecting influencers” – who bridge the gap between traditionally disparate audience groups – allows brands to maximise the impact and ROI of their influencer marketing efforts (for more information on influencer identification best practice, see this post on how to identify your key influencers).

Sports brands are good examples of how connecting influencers can become increasingly crucial to influencer marketing campaigns. Though traditionally focused on the sports segment, these brands have evolved over the years to appeal to audience groups across a wider range of markets, including fashion, the environment, technology and entertainment. This is evident in the sports brands’ outreach strategies, which have developed from relationships with national sports teams and sports stars to sponsorship deals with musicians and collaborations with fashion designers. Even the stars associated with these brands (such as David Beckham) are now themselves becoming influential in other areas, such as fashion and entertainment.

This opens up a new way of identifying and engaging with key influencers. While it still remains important to run focused influencer campaigns within a particular sector, organisations can now be smarter in their influencer strategies by engaging with connecting influencers to boost their earned media attention across a wider range of channels and audiences – without the need for additional resource. With this approach, brands can scale their influencer programs to encompass a broader swathe of the market without the need to manage more influencers.

For more information on building and scaling your influencer program to boost your influencer marketing ROI, check out our step-by-step guide to running a successful Influencer Programme.