Why Influencer Outreach Should Start With Relationship, Not Reach
In the fast-paced world of pet brand marketing, it’s tempting to focus solely on numbers: follower counts, likes, and shares. But if you want your influencer outreach to truly move the needle, it’s time to shift your mindset.
The secret to influencer marketing success is simple—start with building genuine relationships, not just chasing reach.
The Problem With Reach-First Influencer Marketing
When pet brands chase influencers just for their large audiences, they often run into issues like:
Low engagement rates despite big follower numbers
Inauthentic endorsements that don’t resonate with the community
Temporary boosts without long-term loyalty or repeat partnerships
Influencers with massive followings might not have the right audience or passion for your brand, especially if they don’t truly connect with your values.
Why Relationships Matter More Than Reach
Building relationships with influencers means focusing on authenticity, trust, and shared values—not just stats. Here’s why it pays off:
1. Better Audience Alignment
Influencers who genuinely love your products will naturally create content that feels real—and their followers notice. This leads to higher engagement and more meaningful connections.
2. Long-Term Partnerships
Strong relationships open the door to ongoing collaborations, exclusive launches, and creative campaigns that build buzz over time.
3. True Advocacy
Influencers who trust and respect your brand become true advocates, recommending your products with heart, not just for a paycheck.
How to Build Influencer Relationships That Work
Do Your Homework
Research influencers whose style, values, and audience align with your pet brand. Look beyond follower counts—check engagement, comments, and content quality.
Engage Authentically
Start by liking, commenting, and sharing their content. Show genuine interest in their work before reaching out.
Personalize Your Outreach
When you connect, reference something specific you admire about their content. Avoid generic messages—they stand out and show you care.
Offer Value First
Think beyond free products. Offer exclusive experiences, early access, or meaningful incentives that resonate with the influencer.
Communicate Clearly and Respectfully
Be transparent about your goals and timelines, but also flexible and open to their creative input.
Measuring Success Beyond Numbers
Instead of obsessing over likes or follower counts, focus on:
Engagement quality (comments, shares, saves)
Sentiment and brand alignment in influencer content
Growth in your community and sales over time
Repeat collaborations and organic mentions
Influencer marketing is about connection, not just clicks. When pet brands prioritize relationships over reach, they build a tribe of advocates who genuinely love their products—and that’s priceless.
At Grow Social Gram, we help pet brands craft influencer strategies that feel authentic and deliver lasting results.
Interested in creating real connections with influencers who get your brand? Book a free discovery call today!
