What are the 3 Rs of Influencer Marketing? Relevance, Reach & Resonance Explained

The 3 R's of influencer marketing

The 3 Rs of Influencer Marketing Explained for Maximum Reach

The influencer marketing industry is growing exponentially. As companies focus more on their customer experience, the demand for quality content will increase.

Companies need to know how to use influencers to create an effective campaign and build brand awareness.

Sidebuyblog breaks down 3 R’s that you should be aware of when pursuing your next Influencer Marketing campaign.

What is Influencer Marketing?

Influencer marketing is a form of digital advertising in which an individual’s online following, such as on social media or the internet, is targeted to advertise particular products. In addition, influencers themselves are often paid to endorse the product.

How effective is influencer marketing?

There are many reasons why influencer marketing is effective. For one, it builds trust. People are more likely to believe an endorsement from someone they know and trust than an advertisement. Additionally, influencer marketing can successfully use celebrities or other well-known figures to promote a product or service. In fact, 89% of marketers think it works just as well as, if not better, than other marketing channels.

Mobile influencer marketing

What are the different goals of influencer marketing?

There are three main goals of influencer marketing:

  • Raise brand awareness
  • Build trust among consumers
  • Drive traffic and sales

When done correctly, influencer marketing can help achieve all three of these goals. However, it’s important to remember that not every influencer is suitable for every brand. Brands should carefully select the right influencers to ensure the best results.

How do you find the right influencer for your brand?

When looking for collaborators, find people in the same sphere of influence as yourself. This might mean experts or public figures whose work you admire and who have a large reach. However, it’s not just about size. Additionally, you must consider engagement levels – you don’t want your brand associated with someone whose followers only troll or argue.

Another important factor is how aligned a blogger’s content is with your messaging. Do their posts reflect the same values and beliefs that you hold dear? If the answer is yes, then reaching out to them could be a fruitful endeavor.

But don’t stop at simply browsing social media profiles! A quick Google search can yield many potential collaborations. Use keywords related to your niche/industry, product, or competitor and see what pops up. Chances are, you’ll find plenty of bloggers and social media stars who would be interested in working with you.

What are the 3 Rs of influencer marketing, and why are they important?


When looking for an influencer to collaborate with, relevance is the most important factor. Why?

An example of how relevance can play out is if you are a company that makes specialized products for a niche market. Leads from influencers whose audiences don’t fit your target market will be difficult to convert into customers. Your product might not be relevant to their followers, and they may not have the same interest in what you’re selling. As a result, your marketing dollars could be wasted working with this particular influencer.

A content creator whose audience falls within your target market, on the other hand, is more likely to drive conversions for your business. This makes it easier for brands to target their influencer marketing efforts and see better results from those campaigns.


Reach is the size of an influencer’s audience. It’s one of the most important factors to consider when choosing an influencer.

An influencer with an extensive reach can have a significant impact on their followers. However, reach is only one factor to consider – you also need to look at the quality of an influencer’s followers.

Influencers with a high reach have an above-average impact on their followers.


Resonance is important because it can help you spot fake influencers.

Resonance can be used to identify fake influencers by analyzing their social media posts and comparing them to data about the person’s demographics, interests, and other online activity. If an influencer has a relevant audience, but their posts only reach 100 likes and ten comments, this is low resonance.

Resonance is defined as the influencer’s ability to drive measurable engagement for brands. You can track the effectiveness of an influencer by calculating their engagement rate. The easiest way to track resonance is through affiliate codes, which show how many people utilized the influencer’s discount code and whether it was worth continuing working with them going forward.

To be successful, influencer marketing relies on a large and relevant following. Resonance is the engagement an influencer can generate with an audience similar to your brand. Resonance combines follower count with engagement metrics.

Influencer marketing plan

How can you use the 3 Rs of influencer marketing to create a successful content marketing strategy that works?

Focus on a goal

It’s essential to keep your eye on the prize. What are you hoping to achieve with this campaign? Are you looking for more brand awareness? Increased website traffic? More leads or sales? Once you know your goal, you can set measurable goals that will help track the success of your campaign.

Know your target audience

Knowing your target audience is key. Who are you trying to reach with your message? What kind of people will be influenced by the campaign? Once you have a clear idea of your target audience, you can make the campaign according to them. This makes it easier and more efficient for everyone involved.

Know your target audience

The 3 Rs of influence

When it comes to creating a successful influencer marketing strategy, there are three key factors you need to keep in mind: relevance, reach, and resonance.

Relevance: The influencer’s content should be relevant to the brand and/or niche. If their followers aren’t interested in what they have to say, they won’t listen no matter how many people the influencer reaches.

Reach: How many followers the influencer has matters, but it’s not the only thing that counts. Even if an influencer only has a few thousand followers, if they’re highly engaged and regularly interact with their audience, they can still be very influential.

Resonance: How engaging the influencer is with their followers is just as important as how many followers they have. An influential person who doesn’t engage with their audience isn’t going to be very effective at getting them to take action.

Create a list of possible influencers

When creating a list of possible influencers to partner with, it is vital to have trust in them. This can be determined by engagement rates – if an influencer has high engagement rates, this usually indicates that they are trusted by their followers. Additionally, an influencer’s content’s tone and style should be appropriate for how you want to present your brand. Keeping lists organized can help stay on top of potential partnerships.

Make contact

Before starting, you need to make contact with potential partners. This can be done through social media, email, or even in person. However, the focus of outreach should not just be a means to produce content but also to build relationships with influencers.

Research what will interest an influencer and cater your outreach specifically to them. When approaching potential partners, always remember the three Rs: relevance, resonance, and reach.

Create content

One of the most important aspects of influencer marketing is content. Guidelines should be provided, but don’t expect influencers to do everything for you. They are content creators, so give them the opportunity to showcase their skills. This can take the form of original blog posts, videos, or images. And remember, quality counts – ensure your content is well written and engaging.

The importance of legal compliance

When it comes to influencer marketing, consumer protection law is stringent. Anyone advertising or endorsing a service or product on social media must clearly disclose how they came across the service and product.

This extends not just to celebrities or well-known bloggers but also to everyday people who have a following on social media. When working with influencers, it’s essential to understand the rules and build disclosure guidelines into your agreements with them.

It’s also important to be clear about when a post is sponsored. Sponsored posts must have a disclosure label attached. So make sure your posts comply with the law.

Track business results, impact, and cost from your influencer’s social media posts

Tracking the results of influencer marketing can be done by using UTM parameters. When assigning an influencer their unique URL with UTM codes, you can track the performance of their campaign and see how much engagement it is receiving. You could also give the influencer a discount code to track sales they send your way. Influencer campaigns are expensive, so measure results carefully. Include affiliate links and other tracking features to assess your return on investment (ROI).

How do you measure the success of an influencer marketing campaign?

There are a few key tools that you can use to measure the success of an influencer marketing campaign. The first is affiliate links. The influencer’s audience isn’t a good match for your product if they drive a lot of traffic to your product page but few people are buying. Promo codes can also help measure the success of an influencer marketing campaign. It’s likely that influencers are positively impacting sales if many people are using promo codes they’re giving out. Finally, Google Analytics can help determine how successful an influencer’s posts are after the initial launch. You may want to rethink your partnership with that influencer if their followers are clicking through to your website but not making any purchases.

The 3 Rs of influencer marketing: influencer’s reach, relevance, and resonance

Influencer marketing is a strategic approach to growing your business by partnering with influential people. By understanding how influencer marketing works, you can find the right partners and create campaigns that are relevant to your audience. And finally, to enjoy success with influencer marketing, you must understand all three Rs – reach, relevance, and resonance.

What are the 3 Rs of Influencer Marketing? Relevance, Reach & Resonance Explained
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