Influencer Marketing: Think Globally, Act Locally

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As technology continues to keep us increasingly connected, we have no choice but to “think global.” The Internet has created infinite cross-border opportunities and today, it is estimated that the global influencer market is worth over $1 billion.

[Watch related video: Going Global]

According to Facebook IQ, data reveals that of the 65M businesses on the platform, 35% of their connections are with people in other countries. Moreover, Facebook reports that 360M people have already participated in cross-border e-commerce. All of this proves that we live in a digitally interconnected world and that global exposure is inevitable.

What does this mean for brands? It means that while there are great opportunities that come with having access to a global audience, there is also one main challenge:  maintaining brand consistency.

As mentioned in the Facebook IQ report, “Shifts for 2020,” the constant push and pull between local and global is one of the greatest dualities of the current landscape.

Technology gives us the tools to micro-target an audience and reach a very niche market, but how do you appeal to each local market while staying true to your brand?

Influencer Marketing.

Global campaigns often fail to hit the nail on the head with idiosyncrasies of local markets. Why? Because it takes time and effort to understand the cultural background and expectations of a specific group.

This is where influencers have emerged as brands’ most valuable partners. They have a rich understanding of cultural norms in their local market, and their content is unique. Needless to say, they are already attracting the eyeballs of the same consumers you’re trying to reach.

Think “Glocally” with Influencers

At Open Influence, we believe it is possible to combine these two concepts by activating a network of influencers from all over the world. Here are some examples.



Tier 1: 500K +

Some influencers work in multiple locations and specialize in creating multicultural content. They have multifaceted identities, which is why they are appealing to the mass market. Travel influencer Chiara Ferragni is a good example of an influencer that reflects “Omnicultural” values.


Tier 2: 100K  – 500K

Mid-tier influencers are probably the most powerful for striking the perfect balance between global and local. They present big ideas and combine them with local insights. Lifestyle influencer Brittenelle is a good example of a local influencer.


Tier 3: 10K – 100K

There are influencers everywhere. Even in the smallest geographic areas, people are creating exciting content that drives consumer engagement. If you want to truly immerse your brand in a local market, leveraging hyper-local influencers is the way to go. Blogger Caroline Armelle is a good example of a hyper-local influencer.

As Internet use continues to increase around the world, influencer marketing will become one of the most effective solutions for brands to effectively think GLOBAL and act LOCAL.