Unless you've been hiding under a rock, you would have heard of Sofia Richie's wedding. Not only was it a star-studded affair in the south of France, it's been all over the internet! It's fair to say that this wedding went rival. From her Vogue exclusive wedding dress fittings to her GRWM style posts, Sofia seems to have undergone a complete rebrand. It's as if she hired a new marketing team to execute a carefully strategic plan to relaunch her as a modern and relatable influencer. And it worked. Even as an 'old money' Hollywood 'Nepo Baby' (who seem to be getting a lot of backlash lately), Sofia's wedding content has bagged her an adoring new fanbase who will now be watching her every move. So how did she do it?
The Era of The 'Authentic Influencer'
The last three years have been marked by events that have shifted our perspectives and priorities. The pandemic, plus social and political unrest to name a few, has changed our content consumption habits. This has dripped fed into the type of content that we want to see. Then came TikTok. TikTok emerged with a spanking new algorithm that put ALL content creators on an even playing field regardless of celebrity status or following. All you had to do to go 'viral' was to create content that resonated. TikTok proved that users want to consume more relatable content by making everyday people go viral to become influencers in their own right. Influencer marketers are seeing this shift. The #TiktokmademeBuyit hashtag now has over 95 million views while record labels are launching their artists on the platform. Movie stars are reluctantly joining TikTok to promote their latest projects and everyone else is scrambling around to beat the TikTok Algorithm. So how did Sofia and her team nail this so eloquently?
Sofia in 'Real Time'
Zero makeup. Clean skin. Wet hair. Filming in her bathroom.... On her honeymoon in the Maldives! Instead of just edited, filtered picturesque shots, Sofia is giving us behind-the-scenes access in real-time. We feel like we are on honeymoon with her, taking a sneak peak of an experience many of us could only dream of. But, she makes the content accessible and easy to digest. Aspirational but relatable. There's a sense of authenticity to her 'day in the life ' style content and in some ways, she's way more realistic than the heavily produced 'reality shows' out there at the moment. This is the type of content people want to see.
Exclusive for ALL
Question... How many people do you think would have cared about Sofia Richie's wedding if it was just some hush-hush, embargoed affair? Note that at this point in time, she's not an AAA celebrity (let's say .. Anne Hathaway or Jennifer Lopez). So what would have happened if she had done one of those 'exclusive deals with a magazine' a week after the wedding? She wouldn't have even had half the audience she actually got. Her team got it right by giving us all the behind-the-scenes content we craved, without overdoing it. They set boundaries, but still made us all feel like we were a part of her special day. From the Vogue dress fittings to the rehearsal dinner, and of course the big day, they made exclusivity accessible - and they got it just rigtht! In the last month alone, search demand for Sofia Richie is up 2320% MOM.
The success of Sofia Richie's re-branding offers valuable insights for brands and content creators looking to navigate the influencer marketing landscape in 2023. Here are six things we can learn:
As the influencer marketing landscape continues to evolve, it's clear that the demand for authentic and relatable content is only increasing. Sofia Richie's wedding is a prime example of how this approach can be incredibly effective in engaging and exciting audiences. Whether you're a brand or creator, take note; prioritise raw and relatable content, give audiences 'exclusive access' in an authentic way and share in real time. Like it or not, the era of the authentic influencer is here to stay.
Written by Isa Lavahun.
Isa is a seasoned digital strategist specializing in search marketing, with a passion for crafting compelling stories that resonate. With over 15 years of experience in the industry and a flair for digital PR, content strategy, and influencer marketing, she leverages her skills to drive visibility and engagement for businesses. Isa is known for her honest counsel, practical advice, and results-oriented approach. Discover more about Isa's journey in digital marketing here