Crafting Influence: Ilona Ylikorpi shares her expertise

What do brands look for in influencers? 

From my experience, brands value specific qualities beyond just follower count. Primarily, they look for influencers whose follower demographics align closely with their target market, ensuring that their marketing efforts reach the most relevant audience.

Authenticity and the ability to create compelling, relatable content are also highly valued. Brands favour influencers who can genuinely engage their audience while seamlessly incorporating the brand’s values and messages into their posts.

Moreover, professionalism and strong collaboration skills are essential. Brands appreciate influencers who maintain clear, consistent communication and adhere to deadlines, ensuring smooth and successful partnerships. These traits not only enhance the influencer’s credibility but also foster long-term relationships with brands.

What are common pitfalls for influencers in brand collaborations, and how can they improve alignment with brand expectations?

One of the most frequent issues is unclear communication. Without a well-defined brief and clear objectives, misunderstandings can arise, leading to content that does not meet the brand’s expectations. Additionally, misalignment between the brand and the influencer can result in content that fails to resonate with the intended audience.

To avoid these pitfalls, I emphasise the importance of clear, open communication and thorough briefing. Understanding exactly what the brand expects and what the campaign aims to achieve is crucial before any content creation begins. Seeking and applying feedback from the brand is also vital. Reflecting back and evaluating what worked and what didn’t, and making necessary adjustments can significantly improve the quality of your content. Being flexible and open to new ideas ensures that both the influencer's and the brand’s needs are met, leading to more successful collaborations.

What strategies have proven effective for you in getting brands to notice and agree your collaboration proposals?

The most important factor is refining your unique style. This should be the starting point for any influencer. Developing a distinctive and consistent style helps you stand out from competitors, making you more attractive to brands looking for unique voices. This unique voice not only draws in an engaged audience but also fosters a loyal following that trusts and values your content. Brands are increasingly seeking influencers who can authentically connect with their target market, and having a well-defined style ensures you stand out in a crowded digital space.

In addition to style, it's equally important to maintain consistent posting. By staying active and visible on social media, you not only keep your audience engaged but also increase your visibility to potential brand partners.

Networking is another key strategy. Building relationships with brands and fellow influencers can open doors to new opportunities. Personal recommendations and direct engagement with brands on social media platforms have, in some cases, led to valuable collaborations. There’s nothing better than working with a brand you genuinely like and already engage with, creating a natural partnership between the influencer and the brand.

How would you describe your approach to sourcing collaborations and developing your pitch?

My approach to sourcing collaborations can happen two ways. Some collaboration requests come directly to me, while for others, I take the initiative to reach out. I have many long-term partnerships where we’ve worked together for a while, which naturally leads to a deeper client relationship. Whether it’s a new client or a long-term partner, for me, it's crucial that the relationship is built on trust and transparency.

Managing these relationships also involves project management and reporting. I mostly work alone or with a small team, depending on the project. In some cases, especially larger projects, having a manager or additional help can be incredibly beneficial.

How do you ensure your content consistently meets or exceeds a brand’s expectations? 

To consistently deliver content that meets or exceeds brand expectations, I follow a structured process, where open communication and analysing plays a key role. I engage in detailed planning with the brand to ensure that all content aligns with the brief’s requirements. Prior to publication, I subject the content to review for the client to verify that it meets the brand’s standards. After publication, I ask for feedback from the client about the collaboration, as discussing what worked and what didn’t can help improve future partnerships.

How has Boksi helped you to manage and expand your collaborations?

Managing collaborations, client relationships, and coordination can take a lot of time for many influencers. Boksi helps streamline this process, allowing influencers to focus more on content creation. You can negotiate, set prices, track campaign performance, and manage full campaigns, which saves considerable time.

Personally, I’ve benefited most from Boksi’s real-time data tracking and the ability to communicate through the platform’s chat feature with both the client and Boksi. It makes it easy to keep everyone involved in the project—from the client to the influencer—up to date. For example, I’ve worked on a long-term partnership coordinated through Boksi, which included multi-channel campaigns. The platform’s features were incredibly helpful in terms of planning and results.

In my opinion, Boksi can be highly beneficial for influencers who value efficiency and want to streamline processes. While it's important to learn the platform’s tools and how to manage tasks manually, in a fast-paced environment, these tools can save influencers and clients hours of work.

Do you have any essential advice for people aspiring to work as an influencer?

For aspiring influencers, I offer several key pieces of advice. First, finding your niche is crucial. Developing unique content that appeals to a specific audience can set you apart, though it's also important to remain versatile and open to new opportunities.

Authenticity is another critical factor. Being true to yourself while maintaining professionalism resonates deeply with audiences and brands alike. When your content genuinely reflects your personality and values, it builds credibility and trust, which are essential for long-term success.

Lastly, adaptability is key. The ability to learn and evolve with changing trends, platform algorithms, and audience preferences is essential for staying relevant in the fast-moving world of social media. Continuous learning and a mindset of growth not only enhance your skill set but also show brands and followers that you are committed to delivering high-quality content.

By understanding what brands seek, avoiding common pitfalls, and employing effective pitching strategies, influencers can build stronger and more successful partnerships. Tools like Boksi further enhance these efforts by providing streamlined processes and valuable features that simplify collaboration management. With dedication, clear communication, and the right resources, aspiring influencers can achieve lasting success in the dynamic world of influencer marketing.

Headline photo: Tiia Laukkanen