Influencer marketing isn’t going anywhere, but it is constantly changing. One of the biggest shifts in the space? Natural influencers are gaining momentum, proving that authenticity often drives deeper impact.
These are the people who already love your brand. They post about it without being asked. They tag you in stories, share recipes with your product, or hype up their experience at your restaurant because they genuinely want to. And here’s the kicker: they’re often more trusted than traditional influencers.
In a digital world where authenticity wins and audiences crave realness, natural influencers bring a unique kind of influence that money can’t buy.
WHERE DOES THEIR CONTENT AND YOUR BRAND INTERSECT?
People follow creators because they want something—ideas, entertainment, inspiration, or maybe just a laugh. Natural influencers meet that need in a way that feels effortless. That’s why their content works.
Instead of inserting your brand into someone’s feed like an ad, natural influencers already feature you as part of their everyday life. This gives you an opportunity to connect with an audience through content that feels native, not promotional. For example, a food blogger who already tags your chips in their recipe videos is far more believable than someone doing a #sponsored haul out of nowhere.
While the influencer marketing space has had its missteps, natural influencers skip the performative side. They bring enthusiasm and authenticity to your brand without the commercial vibe. And in today’s pop culture-saturated digital world, that makes all the difference.
COLLABORATION IS STILL CRUCIAL
Even with natural influencers, collaboration matters. While they’re not under contract, they’re still worth engaging with. By commenting on their posts, resharing their stories, or even reaching out directly, you can foster relationships that go beyond the occasional mention.
If you’re building out a community of advocates, you can give light guidance to align on tone or campaign themes. Seasonal pushes like holiday gift guides or gameday snacks are great opportunities to tap into content that makes sense for both you and them. Just remember: don’t over-direct. Let their creative voice shine through.
You can also think about how to bring their content into other areas of your marketing. Whether it’s email, web, or even print, be sure to get permission first, but when you do, it expands the value of their posts significantly.
WHY NATURAL INFLUENCERS ACTUALLY WORK
Younger audiences, especially, don’t want to be sold. They want to discover. They’re more likely to trust a peer or niche creator over a polished ad. And when people see themselves in the content, they’re more likely to engage.
Natural influencers don’t need huge followings. In fact, smaller creators often have better engagement and deeper community ties. They’re not exhausted from brand deals or flooded with free products. They’re excited to share your brand because they believe in it, and that shows.
It’s also worth looking into your own brand’s tagged photos and followers. Many of your biggest advocates are already in your orbit. These are the people to build with. Because at the end of the day, the most valuable influencer might already be in your corner—you just haven’t said hi yet.
QUENCH’S TAKE
Influencer marketing isn’t just about reach, but it’s about relevance. And right now, natural influencers are the ones bringing the most meaningful impact. They’re trusted, relatable, and genuinely excited about what you do. That’s a win on every level.
If your brand is serious about building community and growing authentically, consider investing in the voices already championing your work. Give them space, show appreciation, and keep the collaboration mutual.
This is influence in its purest form. And it’s only getting more powerful.
Read up on our previous influencer article — The Importance of Giving Influencers their Creative Freedom. And make sure to keep an eye out for the next part of our influencer series!
