Let’s talk about staying relevant. Not the kind where you start every email with “Per my last” or join the latest social media challenge to prove you’ve still got it (no, brands don’t need to dab). I mean staying relevant in a way that makes your hardware brand’s influencer program sustainable, engaging, and—dare I say it—profitable over time.
Hardware brands aren’t typically the life of the marketing party. No one’s throwing confetti over a deadbolt or tagging their bestie in a caulk gun review. But guess what? Your products are essential, and that’s what makes this influencer game so winnable. Let’s dive into a few key tips to make sure your influencer program doesn’t end up gathering dust like last season’s gadget fad.
Stop chasing the viral moment like a toddler chasing a balloon—it’s fleeting and usually ends in disappointment. Instead, focus on long-term relationships with influencers who genuinely care about your products.
Sure, they might not have a million followers, but guess what? Micro and nano influencers are the unsung heroes of authenticity. Their audiences trust them, and their content feels real, not like an overproduced infomercial for a miracle wrench. Bonus: They’re way more affordable and loyal.
Yes, trends are important. No, you don’t need to slap your logo on every TikTok dance challenge or AI art generator. Trends should complement your strategy, not control it.
For example, if short-form video is taking over, think about how your product fits into that format naturally. Maybe it’s a quick DIY demo featuring your best-selling latch or a 15-second “before and after” cabinet refresh. Ride the trend, but don’t let it ride you into irrelevance.
If your influencer program is all product unboxings all the time, it’s time for a refresh. Think tutorials, project walkthroughs, and even problem-solving content. People aren’t buying hardware for fun—they’re buying solutions.
For instance, how about pairing your products with influencers who can show off ingenious ways to use them? Turn “just another lock” into “the hack that kept my Airbnb safe.” Voilà—engagement gold.
If you’re still clinging to likes and impressions as your North Star, it’s time to evolve. Those vanity metrics might make you feel good, but do they actually move the needle? Probably not.
Shift your focus to metrics that align with your business goals—click-through rates, conversions, and long-term ROI. A sustainable influencer program isn’t about the biggest numbers; it’s about the ones that matter most to your bottom line.
Influencers aren’t just your marketing megaphones—they’re your creative collaborators. Give them the freedom to pitch ideas and tell you what works for their audience. Spoiler alert: They probably know their followers better than you do.
And don’t forget to make their lives easier. Provide them with clear campaign guidelines, but leave room for their magic. It’s a partnership, not a dictatorship.
You wouldn’t install a doorframe without checking if it’s level, so don’t build an influencer program without a solid foundation. Plan for regular campaigns that build on each other, creating a narrative that keeps your audience coming back.
Think seasonal pushes, collaborations that grow over time, and evergreen content that stays relevant year-round. Because nothing says “sustainable” like keeping your brand top-of-mind without trying too hard.
A sustainable influencer program isn’t about jumping on every bandwagon or throwing money at the trendiest creators. It’s about building relationships, focusing on the right content, and adapting to keep your audience engaged.
So, hardware brands: Forget trying to out-dance the internet. Instead, outsmart it. Build a program that’s as strong as your products, and watch as relevance stops being a goal and starts being your reality.
Now, go forth and influence sustainably. And maybe leave the TikTok dance tutorials to the pros.
