Timeless Tactics for Influencer Marketing

Influencer marketing has become a go-to strategy for brands looking to tap into online trends and viral moments, but this approach often leaves marketers feeling too slow, always a step behind. What if there’s a better way to stay relevant without relying on trends? Leverage evergreen content—timeless, value-driven material that resonates with audiences, season after season. 

Evergreen Content: Timeless Value 

Instead of trends, focus on evergreen content—timeless, value-driven material that resonates with audiences. By creating content that remains useful over time, brands can build influencer campaigns that engage audiences today while continuing to drive results long after the trend has passed.   

What is Evergreen Content? 

Evergreen content addresses timeless topics or universal needs, remaining fresh and relevant because it focuses on enduring themes, not fleeting trends. Examples include: 

• Educational Content: Tutorials, guides, FAQs. 

• Storytelling: Authentic, timeless stories. 

• Lifestyle Integration: How your product fits into everyday life. 

• Seasonless Topics: Wellness, sustainability, personal growth. 

The key is long-term value, driving sustained engagement, organic traffic, and search engine visibility over months or even years. Think: “The Perfect Chocolate Chip Cookies” or “5 Beginner Yoga Poses.”, which are both relevant regardless of the year or season.  

The Opportunity: Social Search is Rising 

Social search has been on the rise since 2018-2019 and has only accelerated since. By 2022, platforms like TikTok and Instagram were direct competitors to Google, especially among Gen Z and Millennials. 

People want visually engaging, user-generated content and personalized search results rather than text-heavy, algorithm-driven search engines. With evergreen content, brands can improve visibility and brand preference by serving the kind of content their audience is actively searching for – content that provides real, lasting value. 

How to Know What Content to Create 

This is where influencer marketing and SEO come together. SEO provides data-driven insights into what people are searching for on both traditional search engines and social platforms. 

Influencers understand platform culture and audience preferences. By combining these strengths, brands and influencers can identify topics with high search demand and long-lasting relevance. For instance, keyword research might reveal that “how to start running” is consistently searched. An influencer could then create an engaging tutorial or personal story, making sure that the content remains discoverable and impactful.  

The Challenges of Evergreen Content 

While it avoids trends, it still needs to be engaging and fresh, which can be tricky. Similar content on universally relevant topics likely already exists, so brands need to focus on unique angles, compelling hooks, and exceptional storytelling. It takes time to gain traction on evergreen content, so patience and a long-term strategy are essential for success. 

Reaching a Wider Audience 

Google now integrates social content into its search results. This opens new opportunities for brands and influencers. Social content is no longer limited to its original platform—it can reach a much wider audience through Google searches. By creating audience driven content for social media, you can extend your brand’s visibility, no matter where your audience is searching 

Let The Audience Drive Content Creation 

Brands should shift their focus to their audience. By listening to what their audience is searching for, asking about, and engaging with, brands can let their audience drive the direction of their content. This ensures relevance, authenticity, and long-term value. By moving beyond chasing trends and instead building campaigns rooted in the audience’s real needs and interests with evergreen content, brands can drive lasting impact. 

Curious about ditching the trend treadmill and building something that actually lasts? Feel free to reach out to your local specialist:   

Sweden: Linn Muhr, Senior Adressable Strategist, at [email protected]

Norway: Ann Jack, Director of Media Solutions, at [email protected]

Denmark: Christine Matthesen, Social & Influencer Director, at [email protected]

Finland: Leo Mäntylä, Head of Social, at [email protected]