— and How to Leverage Local Reach and Authenticity Instead
In last week’s blog (go back and read it here), we talked about the TikTok ban and the importance of having your own digital space—your website, your mailing list, your data. That same conversation extends to another big marketing trend: relying solely on influencers to promote and represent your brand.
Much like social media platforms, influencers are not guaranteed to stick around forever.
Whether they decide to step away from their platforms, rebrand themselves, disappear from the public eye, or even go rogue and act in ways that conflict with your brand values, they are essentially rented resources. As powerful as influencers may seem, putting your trust in them as the sole voice of your brand is risky business.
Not to mention, influencers often have audiences that don’t perfectly align with your target market. Yes, they might have large followings, but are those followers genuinely interested in what your brand offers? Are they located in your target area? Are they even listening to the message?
Why Local Reach and Authenticity Win Every Time
As a small business, your most valuable assets aren’t high-priced influencers—they’re your people and your community. No one can tell your story better than the people who are already invested in your brand.

Start with Your Employees
Your employees show up every day. They’re the heartbeat of your business. They understand your mission, your values, and your products or services inside and out. When they share your brand’s story, it’s authentic because they’re living it. Encourage them to share their experiences with your brand on their own social platforms, and amplify their voices through your business’s accounts.
Highlighting your employees doesn’t just promote your brand—it humanizes it. Customers want to connect with real people, and nothing is more real than your team sharing their passion for what they do.
Get Your Customers Involved
Your loyal customers already believe in your business. They’ve chosen to support you, so why not give them a platform to tell your story? Share testimonials, feature client spotlights, and encourage user-generated content. People love to see and hear from others like themselves—it creates trust and builds community around your brand.
Why spend thousands of dollars on a paid influencer who may or may not resonate with your audience when you can partner with real customers or clients who already love your business? These are people who genuinely care about your success, and their authenticity will shine through in a way no paid post ever could.
The Pitfalls of Misaligned Influencer Marketing
Here’s an example from my own experience. When I was a regional manager for Planet Fitness, our marketing VP hired influencers to promote our locations. On paper, it sounded great—bring in influencers to spread the word. But in practice, it fell flat.
Instead of working with people who were already members of the gym and organically sharing their experiences with their local networks, we hired influencers with huge followings but no connection to our specific location. These influencers weren’t reaching anyone in our area. They’d come in, take their photos or videos, post the required content, and leave—never actually using the gym or engaging with the brand in a meaningful way.
The result? Little to no new memberships. Why? Because the audience being reached wasn’t local, and the content felt forced and disconnected. We missed an opportunity to tap into the existing community of members who were already invested in the gym and could’ve helped us authentically grow our local presence.
Network, Partner, and Give Back
As a small business, one of your biggest strengths is your ability to build genuine relationships within your community. Here’s how you can do it:
Join Local Organizations: Become an active member of your local Chamber of Commerce or other networking groups. This is a great way to meet other business owners, form partnerships, and cross-promote each other’s businesses.
Partner with Nonprofits: Find a nonprofit organization that aligns with your business values or mission. For example, a contractor might partner with Habitat for Humanity, or an artist could work with a local art center. Giving back to your community not only builds goodwill but also strengthens your brand’s connection to the people you serve.
Collaborate Locally: Work with other small businesses or community influencers who have a smaller but highly engaged and relevant audience. For example, a local bakery could partner with a nearby coffee shop for a co-branded event or promotion.
Influencers as Part of a Bigger Strategy
Now, does this mean you should completely stop using influencers? Absolutely not. Influencers can still be a valuable part of your overall marketing strategy. The key is to use them strategically and in conjunction with other efforts. Think of them as a tool, not the whole toolbox.
For example, instead of focusing on influencers with massive followings, look for micro-influencers who are embedded in your local community and whose audience aligns closely with your target market. Even better, use influencers to drive traffic to your website or mailing list, ensuring you capture the leads and data they generate.
The Bottom Line
At the end of the day, the most powerful marketing tool you have is authenticity. Your employees, customers, and community are your greatest advocates. By focusing on building relationships, telling your story in a genuine way, and taking control of your own platforms and data, you can create a brand that not only survives but thrives—no matter what changes come in the world of social media or marketing trends.
So ask yourself: Are you making the most of the resources and connections you already have? The answer could make all the difference for your business.