What Brands Look For In Influencers — According To Natalie King

With millions of followers, a strong aesthetic, and a loyal fan base, Natalie King has become a familiar face in the influencer marketing world. But behind every successful collaboration is more than just a pretty feed—there’s strategy, professionalism, and values that align. Having worked with brands ranging from fashion labels to wellness startups, Natalie has a clear view of what brands actually look for in an influencer—and it’s not just about numbers.

“A big following can open doors,” she admits, “but it doesn’t keep them open. What keeps the relationship going is trust, reliability, and alignment.”

1. A Clear Brand Identity

One of the first things Natalie highlights is the importance of having a well-defined personal brand. Whether it's minimalist fashion, skincare, or wellness, influencers need to know what they stand for.

“You have to be consistent in your messaging and content. If you’re all over the place, it’s hard for a brand to know where they fit in,” she explains.

Natalie’s own brand centers around authenticity, confidence, and clean aesthetics, making her a natural fit for labels that want to project those values. She advises upcoming creators to figure out their niche and double down on it.

2. Storytelling Over Selling

Natalie believes that the best influencer campaigns are those that feel more like stories and less like sales pitches.

“People don’t want to be sold to. They want to know why something matters to you,” she says. “ If I’m promoting a product, I’ll talk about how I personally use it or how it solves a real problem.”

This kind of storytelling builds credibility and results in better engagement. Brands increasingly seek creators who can integrate products into their content in a way that feels seamless and authentic.

3. Engagement Over Follower Count

In the early days of influencer marketing, brands often prioritized numbers. But that’s changing. Today, engagement, content quality, and audience trust are far more valuable.

“I’ve seen creators with 20,000 followers outperform someone with 200,000,” Natalie shares. “It’s about how active your community is, how much they trust your voice, and how likely they are to take action based on your recommendation.”

Natalie consistently engages with her audience through Q&As, polls, and comments. She treats them like a real community—not just spectators.

4. Professionalism Is Key

Natalie emphasizes that being an influencer means acting like a business—even if you're a team of one.

“I always deliver on deadlines. I make sure I understand the brief. I communicate clearly,” she says. “Because once a brand works with you and sees you’re reliable, they’ll come back again and again.” She also keeps her media kit updated and understands how to negotiate contracts. “It’s important to know your value, but also to respect the brand’s goals.”

5. Long-Term Alignment

Natalie believes that the strongest partnerships happen when the influencer genuinely believes in the product and aligns with the company’s mission.

“If I wouldn’t use it off-camera, I’m not going to promote it on-camera,” she says. “That’s how you keep your integrity—and your audience.” In an industry that’s always evolving, Natalie King’s approach stands out. For brands looking to collaborate with creators who offer substance, not just style, she’s the gold standard.

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