Right About Now with Ryan Alford

What’s up, everyone!

Influencer marketing has evolved. Not long ago, brands focused on big-name endorsements and splashy one-off posts. But today's most effective strategy is rooted in something more grounded: authentic connection.

Smaller creators, those with highly engaged, niche audiences, are driving serious results without the flashy follower counts. They're trusted, credible, and often already fans of your brand.

This week's conversation with Luke Yarnton, co-founder of The Rave, took that reality and built a framework around it. The game has changed. The most effective marketing in 2025 isn't about reach, it's about realness. It's about finding the people who already love your brand and giving them the tools, the trust, and the nudge to amplify it.

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🔥 Here’s What We Hit

Micro and Nano Influence is Where Trust Lives

The days of chasing huge follower counts are over. Trust and credibility thrive with smaller creators (2.5k–50k followers), who actually move the needle.

Your Move: Identify your current customers who already have small but mighty followings. Start there.

Build an Ambassador Army

Forget one-and-done shoutouts. Build ongoing relationships with people who already use and love your product. This is how you create brand evangelists.

Your Move: Set up a simple ask, like "share a story for a refund," and reward that first action. Then build from there.

Use Data to Discover Your Hidden Influencers

Tech tools can now scan your customer data and flag those with influence potential. It’s not just about outreach anymore, it’s about intelligence.

Your Move: Consider tools (like The Rave) that help identify creators already in your ecosystem.

Don’t Just Manage Community. Discover It

Reddit threads. Niche Facebook groups. TikTok comments. Your next biggest brand advocates are already gathering. Go find them.

Your Move: Make "community discovery" a real role in your org, not just an afterthought.

🤝 Connect with Luke Yarnton

The new influencer economy isn’t about the loudest voice. It’s about the truest one. Whether you're building a business, launching a show, or just trying to grow smart, the now army is out there. And they’re ready.

Explore how Luke and The Rave are helping brands turn customers into ambassadors.

🌐 Website: therave.co
💼 LinkedIn: Luke Yarnton | The Rave