Breaking into new markets feels exciting until you run into cultural mismatches, unclear messaging or unreliable creator partners. Modash’s recent deep dive with insights from 35 influencer marketing pros highlights how to guide market expansion with heart, strategy, and creator-first thinking.
1. Understand Your Market Deeply
Expanding does not mean your strategy should remain the same. Local humor, social media preferences and content formats all matter. For instance, meme-driven campaigns might succeed in Western markets but fall flat in places like Japan, where subtle humor reigns.
Tips:
- Conduct local research into social behavior and platform trends.
- Look at what works best, whether that’s TikTok snacks, ASMR or UGC-style authenticity.
2. Choose Influencers with Thought, Not Just Reach
In a new market, it is hard to know who is trusted, influential or the right tier. Modash reported over 62% of marketers named this as their top concern.
Tips:
- Use influencer discovery tools to assess metrics like engagement rates and audience demographics.
- Lean on local talent agencies or freelancers who know the people and subcultures you are trying to reach.
3. Scout Opportunities Through Creator Insight
Instead of launching big and hoping, you can start small. Brands have tested markets by gifting products to influencers or listening to requests from new regions. That kind of third-party validation can justify full-scale investment.
Tips:
- Send product samples to local creators to gather feedback.
- Watch for traffic, comments or codes showing interest from new regions, and use that as data points to expand.
4. Build Real Relationships with Creators and Their Teams
Too often, influencer relationships fall flat when expansion gets hyper-focused on quick wins. Modash mentioned the importance of being personal – remember birthdays, pets and teammates. Cultivating goodwill with creators and their managers pays off.
5. Adapt Messaging Without Losing Your Essence
Over 65% of marketers adjusted their messaging in new markets, but the biggest challenge is maintaining brand authenticity.
Tips:
- Keep your core values consistent and flexible on tone, product highlights or vernacular.
- Work with creators to co-create messaging that resonates locally without diluting the brand’s identity.
Influencer marketing can light the path to sustainable expansion if you let local insight guide the journey. Listen, adapt and invest in real creator partnerships.
