We’ve all seen the shiny side of “influencing”: the free shoes, the discount codes, and the VIP race entries. But as the space gets more crowded, the line between being a helpful resource and a walking billboard can get a little blurry. Navigating the world of influencer marketing isn’t just about snagging free gear; it’s about protecting the community you’ve worked so hard to build. If you’ve been wondering how to level up your brand game without losing your “sole” (or your followers), let’s talk about the rules of the road.
Alignment Over Aesthetics
Before you hit “accept” on that introductory email, ask yourself: Does this brand actually fit into my life? It’s tempting to work with a company because their Instagram feed is gorgeous, but sometimes, it’s not a match. Look for brands that align with your actual values, whether that’s sustainability, inclusivity, or just high-quality gear that fits you well and makes you feel confident. Your audience trusts your vibe, so don’t confuse them by pivoting to products that don’t make sense for your journey.
Knowing Your Worth (And Your Rate)
There is a lot of imposter syndrome in the creator world, especially when it comes to money. In the beginning, it is 100% okay to accept complimentary products to build your portfolio and test the waters. It’s even ok to accept products you really love and support in exchange for reviews and content. However, don’t be afraid to recognize when your influence has turned into labor. Creating high-quality reels and Tik Toks, writing blog posts, and engaging with comments takes time and skill. It is okay to set a professional rate and stick to it. Remember, you aren’t just a fan! You’re a content creator, a photographer, and a marketing channel all rolled into one.
The Power of the “No”
Authenticity is the only currency that actually matters in this space. One of the fastest ways to lose a follower’s trust is to promote a product you don’t actually use or support. We’ve all seen the posts that feel forced or don’t make sense for the creator in question, and it’s discouraging. If you wouldn’t spend your own hard-earned money on it, don’t ask your followers to spend theirs. Working with brands you actually wear on your 5:00 AM runs makes your ads and sponsored content feel more like a recommendation to a friend, not a sales call.
Communication is a Two-Way Street
A great partnership isn’t just about you posting a photo; it’s about a relationship. Don’t be afraid to provide feedback to the brands you work with. If a sports bra didn’t hold up during a long run or a flavor of electrolyte was less than delicious, tell them! Professional brands value honest feedback from the people actually using their products in the field. Taking it one step farther, it’s also ok to call out brands for bad behavior, poor decisions, or shady behavior. This transparency builds a stronger partnership and ensures the products being pushed to the masses are actually worth the hype.
Don’t Forget the “Community” in Creator
Your primary “brand” isn’t the company paying you: it’s the relationship you have with your followers. Before you post a sponsored ad, think about what value it brings to your audience. Are you offering a discount code they can use? Are you sharing a tip that helped your training? If the post only benefits the brand and your bank account, it might be time to rethink the strategy. Aim for “win-win-win” scenarios: a win for the brand, a win for you, and most importantly, a win for the person scrolling through your feed.
At the end of the day, you are the captain of your own digital ship. The gear might change and the trends will definitely shift, but your reputation is something you can only build once. By staying selective, knowing your value, and keeping it 100% real with your community, you’ll find that the right brands will be banging down your door to work with you. Keep running your own race, and the partnerships will follow.
Link Up With Tuesday Topics
Welcome back to Tuesday Topics, as Jenny, from Runners Fly joins Jenn at Runs With Pugs to co-host this link-up! Please join us every week for a new topic! Write on our weekly prompt or choose your own topic! Make sure to add your post to the link up, link back to your hosts, and comment on the other shared posts!
Such a good take on the influencer space. It’s easy to get pulled in by the “free stuff” and forget that every post is a trust transaction. I don’t do promotions myself, but I think it’s a smart move if you have the space to do it and if it adds value for your readers.
Have you ever turned down a partnership that didn’t feel right?
So easy!
Yes, I’ve turned down quite a few partnerships. Some are just PR people reaching out willy nilly offering whatever products they have to whomever will bite. And then I’ve gotten paid offers from pretty large companies that just didn’t align. For example, a very popular eye glass frame company reached out. They wanted to do product and payment and it would have been huge. Only problem… while i wear contacts, I do not even own a pair of eye glasses. In that case, I responded to decline (I don’t always respond to the ones that are clearly just farming for people to bring in) and explained the reason… that way if that particular marketing director goes to another company that’s a better fit, she might keep in mind.
I wrote a post about this topic a few years ago as well! It’s so important to keep a balance of being an influencer and also being true to your followers. In the beginning, it was all about the free stuff for me, but as I started getting more offers, I could be picky about it. When I was with Brooks, I had a blast, but there was also a lot of pushback from the running community-people were upset that they weren’t part of such a large group. It was interesting.
And now, I’m pretty much done with it all!
It’s really exciting when you start getting the PR packages!
But yeah. It’s definitely great when you transition to that selective period. And even when you transition out of all of it.
And people can be so bizarre. Some of it is jealousy, and there are some people who just want the world to burn and will be nasty just for fun. You were awesome repping for Brooks!
This is such a fresh outlook on the responsibilities of influencers. It’s not all about getting free stuff! And you raise a great point about only promoting products that you actually use and enjoy. I remember a few years ago an onslaught of toothpaste adds from many people I follow on IG, all touting how fabulous it was. I’d gotten a free tube of the same stuff in a race packet and it tasted so nasty I couldn’t use it and I wondered how many of those “influencers” actually liked it.
Oooh… I remember the toothpaste! I didn’t try that one but how funny that it tasted awful.
I love free stuff and if I believe in a brand, I will absolutely accept product as compensation, but not for something I don’t like, support, or use.
Yes, I know those influencer posts that just don’t ring true (oh really? She’s shopping at Walmart now? I thought she only liked Lululemon shorts!) I get that people are trying to make money, but… you have to have an honest relationship with your followers. You do a good job with that- your endorsements always feel authentic.
I appreciate that! It’s hard because there is a lot of FOMO, but I try to only showcase things I use or am willing to try. It doesn’t make sense otherwise. It’s still a business but there has to be trust!
I used to do more but now I just run for myself…
They must know that because I don’t get approached much and I don’t have a big followership.