The Client: Eliza Shik

A micro-influencer aiming to attract luxury lifestyle brands by aligning her content with her authentic passions and ideal audience.

The Challenge

Eliza Shik had built a significant following on TikTok, with some videos garnering over a million views. However, despite her large audience, her content wasn’t translating into brand deals with the luxury lifestyle brands she aspired to work with.

Key challenges included:

• Misaligned Audience: Her TikTok content, driven by viral trends, wasn’t attracting followers aligned with her goals as a lifestyle influencer.
• Fear of Rebranding: With 98,000 TikTok followers, Eliza was hesitant to shift her focus and risk losing her audience.
• Platform Effectiveness: Despite her TikTok success, her ideal audience and brands weren’t engaging with her there.

The Solution

In our Dino BrandDive, we uncovered Eliza's genuine passion for automobiles, which became her unique differentiator. Through our BrandNexus Method™, we also uncovered a key insight:
Eliza’s content resonated better on Instagram, where engagement for lifestyle-focused content outperformed her TikTok metrics. To align her audience and personal brand with her goals, we:

• Identified Her Differentiator: This formed the basis of her rebrand.
• Platform Strategy Shift: Determined that Instagram was better suited for her target audience and brand partnerships at this time.
• Audience Transition: Developed a plan to gradually shift her content focus while maintaining a portion of her TikTok audience and building an engaged community on Instagram.
• Content Realignment: Developed a content strategy focusing on high-quality, authentic storytelling that blended her lifestyle interests with her automotive expertise.

The Result

• Focused Engagement: Eliza’s Instagram engagement rate increased to 6%, exceeding the micro-influencer average of 3.45%, following her strategic rebrand.
• High-Value Brand Deals: Secured partnerships with lifestyle brands and a high-end car dealership—her first collaborations in her niche.
• ROI for Brands: Partnered brands saw a 20% boost in conversion rates, highlighting the impact of her highly engaged audience.
• Personal Validation: While initially hesitant about the shift, Eliza saw the value of a smaller but focused audience on Instagram. The platform helped her land deals that had eluded her on TikTok, proving that authentic engagement outweighs vanity metrics.

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