Why do you need 3 bucks to become an influential brand and become one?

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The concept of “three bucks” originated around the idea of ​​influence in the social media age. Brian Solisso He was one of the first to propose this concept as the Three Pillars of Influence to measure the rise of digital influence of individuals. For years, influencer marketers and agencies have recommended relevance, reach, and resonance as criteria for selecting influencers for brands, but experts The suggestion is that it may evolve into a new way to guide a brand’s digital marketing materials. Hootsuite The three rupees of impact are described as follows:

  • Relevance: Influencer shares content relevant to your business and industry

  • research: The number of people that can be researched through the influencer’s follower base

  • Resonance: The level of engagement an influencer can build with an audience relevant to your brand.

These criteria are for selecting the right influencer, but what if marketers use them to shape their marketing communications? Can a brand become influential?

RELATED: 10 Factors That Will Make or Break Your Influencer Marketing Campaign

Benefits of being an influential brand

today, over 60% Media consumption is through fragmented digital media versus traditional mass media. In this era of voluntary engagement, it has become difficult to disrupt the customer journey. Reaching the audience through other content creators is not enough. An influencer is someone who can influence others by becoming a social content creator to build an audience. With the right content and real, timely feedback, a brand can build its own group of dedicated and engaged followers. Some brands have already done this very well, but it has taken a change in mindset.

Of course, brands that create content have been around for decades. Content marketing is creating and distributing valuable, relevant and relevant content to attract/retain audiences, leading to profitable action. The difference is that influencer brands have shifted their overall orientation to a consumer-focused Integrated Marketing Communications (IMC) mindset. Influencer brands go beyond blogs, infographics, e-books, testimonials and how-to guides to attract heads. He has learned to appeal to the hearts of his audience.

It comes from looking at the world from the perspective of the goal. A change that can be seen to guide brand content creation after the impact of three bucks. For example, the focus of content and engagement of Yeti Coolers is not cooler sales. It’s selling a lifestyle that coolers help enable. For example, they organize products so that customers can shop by activity. Images and copy lead to stories of adventures their audience can have with gear – fishing, hunting, camping, on the coast, in the snow, on the farm and in the rodeo arena.

Brand content marketing’s bread and butter are white papers, educational e-books and tutorial videos. Yeti gives it viewers coffee table books celebrating whitewater rapids, brand ambassadors competing in 260+ mile canoe races, and documenting fly-fishing guides hosting podcasts. Yeti Stories isn’t full of stats, specs, and sales promos on its coolers. They are inspiring stories from the lives of their viewers.

But that is not the whole plot of his marketing story. The ultimate end of the story is the Procurement, and in order to do that, they also have to talk heads. Yeti gives a lot of information about the built-tough construction, great performance, smart design and long lasting warranty of its products. The heart alone doesn’t justify a $300-$400 cooler. They have sales, contests, and promotions to buy from, but they go further with stories inspired by their audience.

So, how do you become an influential brand? Practice consumer-focused IMC that adopts a storytelling approach. To do this, consider the three bucks as a target for brand content and engagement. Brands that take a storytelling approach through the Three Rupees can become an influencer, building relationships around brand communities.

RELATED: 5 Reasons Brand Storytelling Is Important to Your Marketing Strategy


Relevance becomes sharing stories relevant to your business and industry – relevant to the market. It’s a cost of admission to have your story recognized as the right topic. Fitness brands like CrossFit or Life Time create verbal messages, visual messages and brand stories about workouts and fitness. They don’t make up stories about financial planning, vacations or electric vehicles. No company has the resources to reach everyone in the market, and broad messaging fails. Markets are segmented, a target is selected, and the product is located for them.

the access

Reach is the number of people in a defined population exposed to the message. Reach is taking the brand story to the target audience. Life Time Fitness and Yeti Cooler place brand messages (paid, earned, shared, owned) in media frequently read and viewed by their target audiences. Not everyone who receives the message responds or responds equally. A brand’s best customers are the most loyal fans and outspoken advocates. Brand advocates engage and share your brand’s content because it resonates with them, not because you paid an influencer to talk about it. The brand is the content creator and influencer in the community.


Resonance is the association produced through the lengthening of the message by reflection and amplification. When a message resonates with someone, they want to share it with a group as a sign of their identity, which reaches out to others in the market. Focusing brand content on stories that resonate with your target audience adds momentum to the message. brand social identity Matches the buyer’s social identity, and the brand becomes an influencer in social media.

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The stories you tell in the brand content you create, and the actual interactions you make, attract and retain audiences, creating bonded customers to take profitable action. This is what it means to be an influential brand. That’s why Yeti is more than a cooler. It’s #BuiltForTheWild. So life time fitness is more than gym. IT IS A WAY TO #LoveYourLife For You. Think about how you can grow your content marketing from a consumer-focused mindset to an influencer brand.