For many years Sofia Richie was a mid-level influencer known for being the daughter of Lionel Richie and being in with the Kardashians – until now. In the space of one wedding (even if it was a million-dollar wedding) she turned herself into the IT girl of the moment with people across TikTok being obsessed with her every move.
Here’s the lessons we’ve taken:
Real-time content
We have all heard of recent times being the era of 24-hour news. With social media has come constant access to information and being able to post content in the moment. This means that posting about an event late, no matter what it is, will become old news if you’re not sharing in real time – as people will have moved on to the next thing.
Sofia Richie and her team had us all on the edge of our seats. We knew exactly what was going on at any given moment during her wedding period. From rehearsal dinners to her honeymoon, we had constant updates which kept us drawn in. This real time, reactive updates is a great tool for brands to stay front of mind and keep consumers interesting in their next move.
Authentic content
It comes as no surprise that the daughter of five-time Grammy award-winning artists Lionel Richie isn’t all that relatable. However she somehow managed to convince millions of young women that she was just like us (to an extent) and that was through her content style, it was intimate and authentic.
Minimal to no editing made us feel as though we were getting our hair done for our rehearsal dinner in the south of France too, or were getting ready to spend a day on a tropical island on our Honeymoon – we can only dream! Richie spoke to her audience as if they were her friends who had an invitation to her wedding. This authentic-ness really resonates with consumers and helps them feel as though brands and influencers know them – a really successful technique.
Detailed content
Many celebrities will do anything to hide their dress until they can post about it in a grand reveal a few days later, but not Sofia Richie. She had curated a video with VOGUE which was posted on the same day she got married. She planned ahead and showed the entire design process of all three of her wedding dresses. This just shows that details matter – consumers love being taken on the ‘full journey’, so make sure you consider this if you’re launching a new product or item.
Access all areas
We weren’t just provided the view of Sofia, her guests were encouraged to post about the wedding as well, by sharing what they were wearing and their time at these events. Having more than just one account posting created this pool of contend from the wedding making it difficult to ignore – not that we wanted to! Working with influencers can support this tactic, helping to get better awareness and messaging our their about your brand.
Now, we know that very few of us will have the chance to use a multi-million dollar wedding as the launch of our next influencer marketing campaign. However, we can take away the key foundations which made her team’s strategy such a success. Keep your content authentic, keep your audience updated, and give them the content they want to see – the more detailed content, the better.
We work with a variety of brands on their influencer marketing, helping them to expand brand awareness, prompt purchase and create engaging content. Get in touch today to find out how we could help you. Call us on 0113 430 4160 or drop us an email: hello@prohibitionpr.co.uk
For more interesting articles from us check out these posts:
- How To Ensure An Effective and Trustworthy Influencer Marketing Campaign
- The Influencer Top 10: Beauty
- Social Media Updates: Instagram Launch Threads
