Here's how you can establish a standout personal brand in Influencer Marketing as a mid-career professional.

Don’t go “looking for a niche” so you can “become an influencer.” It’s inauthentic which is kryptonite to success. Be yourself, be authentic, and lean into what you’re passionate about - even if it’s a very small niche. I know a guy who built a sizable IG following by simply taking photos of escalators - because he really likes escalators. Otherwise it would get boring fast and become a chore. A perfect example is someone like the much beloved motorsports photographer Larry Chen. He was always the guy behind the lens, but his imagery is incredible and his kindness is infectious, so by talking about his shoots and projects, his channels blew up. Focus on what you LOVE, and if it’s a niche where you see opportunity, all the better.

Identifying your niche is crucial for standing out in influencer marketing. It allows you to create highly targeted content that resonates deeply with a specific audience, enhancing your credibility and authority. For example, if your expertise lies in LinkedIn marketing, focusing on LinkedIn strategies can make you the go-to expert for professionals seeking to leverage this platform for B2B marketing. "Your network is your net worth. Carve out your niche, and watch your influence grow."

Identifying your niche is crucial in influencer marketing. By focusing on an area where your expertise and passion align, you can create targeted, relevant content that appeals to a specific audience. Considering your professional background, personal interests, and market demand helps you choose a niche that gives you a competitive edge and makes your personal brand more memorable.

Define your personal brand and what you want to stand for in your professional life? what values are important to you and what strengths can you bring to the table

There is certainly something to be said for knowing what content (and in what form) will both engage your audience and make the algorithm happy. For example, vertical video is all the rage, even on X and this platform. So use that format, but focus on creating authentic content that holds meaning to you. People can sense that and EQ-driven storytelling ALWAYS outperforms something spit out in a rush. This is compounded by AI - certainly use AI for ideation if it helps you, but please don’t just recycle other people’s content or - worse - copy paste AI content without humanizing it. At least for now, that’s very obvious and it doesn’t engage- with the audience or the algorithm.

before you start developing content, reflect upon your audience and how you can help them in their influencer marketing projects. which insights and learnings will add value to their roles and projects? focus on content that helps your audience, rather than only shouting about your accomplishments and skills

To establish a standout personal brand in influencer marketing as a mid-career professional, focus on effective audience engagement. Define your niche and unique value proposition, showcasing your expertise. Create authentic, high-quality content that resonates with your audience and aligns with your brand values. Engage consistently by responding to comments, asking for opinions, and encouraging discussions. Use multiple platforms to reach a wider audience and adapt your strategies accordingly. Collaborate with other influencers and brands to expand your reach and credibility. By fostering genuine connections, you can build a loyal community and a compelling personal brand.

Start by selecting partners whose values and audience align with yours. Prioritise quality over quantity by choosing collaborations that genuinely enhance your brand rather than pursuing numerous partnerships. Clearly define your goals and expectations for each collaboration, ensuring mutual benefits. Maintain authenticity by working with brands and influencers that resonate with your personal story and expertise. Communicate openly and professionally to build strong, lasting relationships. By strategically choosing collaborations that reinforce your brand identity, you can enhance your reputation and expand your reach effectively.

Firstly, create high-quality, consistent content that showcases your expertise and unique perspective. Optimise your social media profiles with professional photos, compelling bios, and relevant links. Engage actively with your audience by responding to comments, participating in discussions, and sharing valuable insights. Network with other influencers and industry professionals to build relationships and gain exposure. Leverage data and analytics to refine your strategies and understand what resonates with your audience. By consistently presenting yourself as a knowledgeable and authentic professional, you can significantly elevate your presence and build a strong personal brand.

To establish a standout personal brand in influencer marketing as a mid-career professional by adapting and analysing, start by regularly evaluating your content's performance using analytics tools. Identify what resonates most with your audience and adjust your strategy accordingly. Stay informed about industry trends and be willing to pivot your approach to stay relevant. Experiment with different types of content and posting schedules to find the optimal mix for engagement. Use feedback from your audience to make improvements and show that you value their input. By continually analysing data and being adaptable, you can refine your brand and maintain a strong, influential presence.

Stick with it. A major podcaster told me years ago that over 90% of podcasts on the internet never make it past six episodes - so if you can get to 10 or 12 you’re already in rare air. Keep going and the audience will follow, you just have to keep marching forward. The same applies here - decide on a goal (post every day, 3X a day, twice a week with epic reels, whatever) and stick with it. If you keep going long enough your engagement and reach will grow and your audience will follow. That’s the key: don’t give up.