While marketing will continue to evolve, one shift remains on an upward trajectory: influencer marketing is no longer merely a trend… it’s a fundamental strategy. Recently, Unilever announced a significant pivot, allocating 50% of its brand marketing spend to influencer-first strategies. This isn’t simply a move for beauty or consumer packaged goods brands. Rather, it’s an increasingly clear signal that influencer marketing has matured into a core channel.
A direction that building materials marketing leaders must embrace.
For builder products brands, the implications are profound. As traditional advertising channels fragment – and audience trust in messaging wanes – influencers offer a powerful way to build relevance. As well as authenticity and reach. A careful study of Unilever’s strategic shift provides valuable lessons for sales and marketing executives in the building products industry… demonstrating how influencer marketing can drive tangible results.
Unilever’s Influencer-First Pivot
Unilever’s direction and priority underscores a major shift. By directing half of its brand marketing budget to influencer-first strategies – Unilever is prioritizing creator-led content – recognizing performance-based measurement and community engagement.
Filing a gap left by some legacy media platforms.
It would be a mistake to relegate this strategy merely to consumer-facing brands. It’s a testament to the power of influencer marketing in creating genuine connections. For building material sales professionals, this means recognizing that influencers can be instrumental in reaching and influencing key decision-makers.
From architecture and design specifiers to contractors and building owners.
Why Influencer Marketing is Gaining Traction in B2B and Building Products
In the building products industry, establishing trust will remain a core target. Influencer endorsements often carry more weight than direct brand communications… as audiences rely on the expertise and opinions of trusted peers and channel advocates.
Visual content platforms – like Instagram, TikTok and YouTube – are ideal for showcasing products and services in real-world applications. Influencers can demonstrate how a solution actually performs in engaging and highly relevant applications. After all, these thought leaders and tradespeople with loyal followings act as particularly credible apostles… leveraging their expertise to endorse products.
Lessons for Building Products Brands
- Authenticity Matters Even More Than Reach: Micro and mid-tier influencers often create significant impact. Their smaller, highly engaged audiences provide authentic connections. To achieve authenticity, focus on influencers who genuinely align with differentiated brand values and product offerings.
- Relationships > One-Off Transactions: Long-term influencer partnerships build upon trust and credibility. Consistent collaboration yields cumulative results that grow exponentially over sporadic campaigns. Invest in building relationships with influencers… who can become true brand ambassadors.
- Data and Measurement Tools Make ROI Increasingly Trackable: Engagement metrics – including lead scoring, sentiment analysis and conversions – all can be measured. Utilize data to prioritize what’s working best. And refine strategies, based on those performance metrics.
- Influencers Can Amplify Product Launches, Trade Show Visibility, Installation Tutorials and Brand Storytelling: Leverage influencers to expand the reach of experiential events. Create content for them to utilize that educates, entertains… and most importantly, drives action.
Real-World Building Products Case Studies
Several brands are already recognizing success with influencer marketing. Pfister Faucets’ American Plumber Stories series highlights the work and lives of plumbers… providing authentic recognition of trade professionals. Behr Paint collaborates with DIY and design influencers to inspire user-generated content and showcase residential projects.
Decking and fastener brands are partnering with YouTubers to demonstrate installation techniques. While quartz surfaces are leveraging interior designers on Instagram to showcase design applications.
Getting Started: Influencer Strategy Checklist for Building Products Brands
- Define Audiences: Identify target profiles (contractors, architects, designers, remodelers, building owner, facility managers)
- Vet Influencers: Evaluate influencers based on engagement, authenticity and niche authority. Seek synergy with brand ethos. And creative alignment.
- Test Campaigns: Deliver diversified influencer tiers – nano to macro – and analyze which levels of expertise resonates best.
- Support Partnerships: Amplify influencer content and participate with their communities. Engage in discussions. Answer questions and acknowledge fan shout-outs. Highlight campaign messages. Spark dialogue. Monitor issues… as swift, professional problem-solving can turn negative channel situations into promotional opportunities.
- Explore Platforms: Look beyond Instagram to YouTube, LinkedIn, TikTok and yes, even regional television and podcasts.
Influencer marketing – is no longer an optional consideration – it’s a strategic imperative. Kleber & Associates can help your builder products brand develop the right influencer strategy to propel your business success. We navigate the complexities of content development and ownership rights, creative control, compliance and campaign measurement… activating trusted voices in the trades and design community to drive awareness and consideration.
In fact, we literally wrote the book. To help make it easier to navigate this growing channel, we’ve put together a comprehensive guide on “all things influencer” that’s available for download here. Influencing the Influencers will take you through the comprehensive process of how to set up and gain traction with successful influencer campaigns. That deliver measurable results.
Our team maintains relationships with some 400 A&D (and over 100 Homebuilder) influencers… many who are book authors available for signing events and CEU programs.
To connect with us, send an email to Steve at sk@kleberandassociates.com to arrange a strategy session or visit www.kleberandassociates.com for more program reviews and case studies. Let us help you harness the power of influencer marketing to elevate your brand.
