As we mentioned in our 2023 Predictions video, influencer programs will likely be an important part of successful brands’ marketing and communications efforts in the coming months.

We recently sat down with our resident influencer, Taylor Novarro, who runs the popular TikTok and Instagram accounts named Dallashotspots, to ask her more about influencer relations.

Q: How does someone become an influencer?
Taylor: I graduated from college in 2020 and it was tough to get a job during that time, but I needed to keep honing my skills. I thought to myself, what better way to make a portfolio than start a social media account and prove that I can manage my own brand? Being one of the first to the game was imperative. There weren’t a lot of Dallas-based accounts on TikTok at the time, so I got in early and took advantage of the fact that a lot of people were scrolling more on social media during the pandemic. After posting on TikTok for two weeks, one of my videos went viral. Since then, I’ve continued building my Instagram, Facebook and TikTok, and I now have over 100,000 followers on TikTok and over 40,000 on Instagram.

Q: For brands that are considering engaging an influencer, what are the pros and cons?
Taylor: Honestly, I think it’s great for everyone. Big corporations and small businesses alike can benefit from using macro and micro influencers, depending on their exact needs. I think it gives them an opportunity that traditional media sometimes can’t provide. A brand can send their product to an influencer and, in return, receive great engagement from a specific audience.

Q: What is key to a great brand-influencer relationship?
Taylor: In my experience, it’s imperative that a company finds an influencer who can post authentic, genuine content on a consistent basis. It’s also important to partner up with an influencer who aligns with your brand’s image and values. If you take the time to find the right influencer, it’s more likely their audience will be a good fit and you’ll receive more engagement and ROI.

If you’re looking for more insights from our resident influencer Taylor, check out this blog about her social media content tips.