Many brands approach influencer marketing with a one-size-fits-all mindset — if it works on the coasts, it’ll work in the New Heartland. That’s a costly mistake. The biggest misstep is prioritizing follower count over community connection. In the New Heartland, influence isn’t just about reach. It’s about trust.
What Actually Works
New Heartland consumers engage with influencers who feel like neighbors, not celebrities. They value real connections over aspiration and relationships over virality. Here’s what brands need to get right:
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Credibility Over Clout
People in this vast region follow influencers who reflect their lifestyle and values — not just big names with millions of followers. Levi’s campaign with Beyonce is grabbing attention, but is it resonating more with New Heartland consumers or big city buyers? While that’s not clear, one thing is: Relatability is key.
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Local Relevance is Non-Negotiable
A hometown barbeque sauce brand partnering with an L.A. celebrity chef? For the New Heartland audience, that’s a mismatch. Instead, a local pitmaster who knows the ins and outs of regional flavors and BBQ traditions would be a better fit. It’s about showcasing regional pride, which will drive the right kind of engagement.
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Content That Feels Earned, Not Forced
Polished, scripted ads don’t perform well here. Raw, behind-the-scenes content showcasing real-life product use feels relatable and trustworthy.
Brands don’t need the biggest influencers — they need the right ones. The New Heartland values trust and real connection over mass appeal. Partnering with influencers who live the lifestyle makes all the difference.
Brands Doing Influencer Marketing Right
Ariat Boots & Real Western Lifestyle Influencers
Ariat partners with rodeo competitors, ranchers and country music artists who already wear their boots. The content feels natural because it’s part of their daily lives.
Why it works: The audience sees the product in a real-world context, making it feel like a trusted recommendation — not an ad.
Black Rifle Coffee & Military/Outdoor Creators
Black Rifle Coffee has built a powerhouse brand by partnering with veterans, hunters and outdoor enthusiasts who align with their mission. Instead of generic lifestyle influencers, they work with people who embody their brand ethos.
Why it works: The audience sees themselves in the influencers they follow, reinforcing brand loyalty.
Luke Combs and Crocs Collaboration
Crocs isn’t a New Heartland brand by default, but their partnership with country music star Luke Combs was a massive success. Why? Because Combs is a trusted voice in this part of the country, and the collaboration felt genuine.
Why it works: Instead of just pushing a product, Crocs tapped into cultural relevance, making their brand feel like a natural fit in the consumer’s lifestyle.
Brands that understand the power of trust, connections and regional relevance will win in the New Heartland. Those who don’t will miss out on one of the most loyal consumer bases in the country.