Influencer marketing is not only a popular medium for brands to connect with consumers, but it is also a very important aspect of public relations and communications strategy.
As a result, consumers news feeds are constantly being invaded by interesting sponsored content by various brands. In light of this, how can a brand differentiate itself through influencer marketing? The answer is simple: brands must remember the reason why someone follows a certain influencer and use that unique reason to create an authentic connection.
To learn more about this subject, we spoke to Josiane of Petite and Bold. When she created her blog in 2012, she quickly realized that influencer marketing was a way that she could express her creativity, and that she could inspire thousands of people through her Instagram account: @PetiteandBold, and blog, Maison Petite and Bold, an online decoration shop that was designed to highlight West African craftsmanship.
Why create Petite and Bold?
I’ve always been creative, and the blog was my way of nurturing that creativity and escaping. Things have changed since I started in 2012. I have grown up, I have a clear vision of what I want to see in Petite and Bold now, that is, an inspiring platform both in terms of fashion than on a social level. For me, fashion is a way of expressing myself that goes far beyond appearance. I am a creator of black African content, and I am aware of the impact this can have on the importance of representation here in Montreal. I often received messages from women telling me how happy they were to see a black person evolve in the field of Quebec bloggers. It is essential in my work to break the concepts of unique beauty.
Describe to me Petite and Bold in three words?
Persevering, compassionate, committed.
What are the values you are looking for in an organization that would like to collaborate with you?
Ah… so many points. But briefly, a company that advocates diversity or at least initiates activities to be inclusive. A company that lets me have my voice, and is open to suggestions is also very important. For me, it is essential that my blog remains a reflection of my person. So I appreciate organizations that come to me with specific points to address, but also give me freedom to get there. It always wins for both parties in my opinion.
Since you started your blog, what was your biggest lesson?
Definitely the importance of staying authentic and having a clear vision for my platform. It allowed me to keep my head up when things were not going the way I wanted. When I compared my evolution to that of other people, it depressed me. When you keep in mind what you do for it, it is easier later to appreciate the success of others without envy.
What inspired you to open your home accessories store, Maison Petite and Bold?
Essentially, my desire to discover the West African crafts. All items (apart from the posters, these are made by myself) are handmade by artisans in my native country, Burkina-Faso. These talented people work hard every day to live their art. Their ability to create beautiful things with their hands fascinates me. My wish is that Maison Petite and Bold grows, and allow me to build strong relationships with artisans while also being able to offer them a channel of economic growth. Every purchase made in the shop has an impact on them and brings me closer to that goal.
What do you think is the future of influencer marketing in the coming years?
I am certain (or rather, I hope) that it will be relevant for years to come. Companies are becoming more aware of the power of influence, and that a student, mother, neighbor, or a sister can have among the people around them. I think that people who will remain authentic, who will evolve with their audience and learn to re-invent themselves will be able to stay on social platforms for years to come.
Finally, what can we hope to see for the future of Petite and Bold?
To keep this passion of sharing, commitment and desire to want to discover other horizons in everything I undertake. And also to succeed in building a community that supports itself and helps each other against all odds.