The PR BlogDigital PRInfluencers & AudiencesOPA (Other People's Audiences)

OPA (Other People’s Audiences)

The piggybacking PR strategy.

Cover photo: @jerrysilfwer

OPA (oth­er people’s audi­ences) is the fast­est way to grow.

So, you have no audi­ence. Well, that’s the way every brand has to start. Building an audi­ence isn’t easy, and there are no guar­an­tees of success.

However, there’s a way to grow your audi­ence — fast.
And with little cost.

You piggy­back on oth­er people’s audi­ences.

Let’s dive right in:

Table of Contents

    OPA — Too Good To Be True?

    Typically, you build an audi­ence slow and steady. You struggle to reach new people, and then you work to estab­lish enough trust for people to stick around.

    It’s a mutu­al under­stand­ing — a Follower Contract.

    But what if your inbound growth is too slow?
    And your mar­ket­ing budget is weak?

    You could design a clev­er vir­al loop. Still, vir­al loops are typ­ic­ally devel­op­ment-heavy and keep­ing them “alive” is extremely dif­fi­cult — if you can even get them to work in the first place.

    But get­ting your­self and your brand in front of oth­er people’s audi­ences is a sure­fire way to accel­er­ate your growth. If you man­age to col­lab­or­ate wisely, your brand audi­ence could grow exponentially.

    It sounds almost too good to be true.

    However, it’s true and tested. The only caveat is that you must have some­thing of value to trade.

    Incentive Mapping for OPA

    These are my best tips to get your­self and your brand in front of OPA (oth­er people’s audi­ences): 1I recom­mend Copyblogger’s excel­lent blog art­icle, The Smart Way to Use Other People’s Audiences to Build Your Own.

    1. Give OPAs Exclusivity

    Your brand might have access to exclus­ive reports, con­tent, news, launch details etc.

    2. Give OPAs Traffic

    Your brand might have at least some online traffic of interest for the plat­form own­er to bene­fit from.

    3. Give OPAs SEO Boosts

    Your brand might offer do-fol­low links and social media men­tions of value for the plat­form owner.

    4. Give OPAs Well-Deserved Praise

    Your brand might be able to hon­our the plat­form own­er with a rel­ev­ant reward, like an hon­or­ary title.

    5. Give OPAs Extra Clout

    Your brand might be posi­tioned to elev­ate the plat­form own­er (“king­maker”) to a high­er status.

    6. Give OPAs Valuable Insight

    Your brand might offer the plat­form own­er­’s audi­ence expert know­ledge of value.

    7. Give OPAs Some Excitement

    Your brand might offer excit­ing value exper­i­ences to the plat­form own­er­’s audience.

    8. Give OPAs Lots of Entertainment

    Your brand might be able to offer com­pel­ling stor­ies or oth­er types of enter­tain­ing content.

    9. Give OPAs Useful Inspiration

    Your brand might be in a pos­i­tion to offer inspiration.

    10. Give OPAs Your Services

    Your brand might be able to offer products or ser­vices for free.

    The No. 1 Strategy for OPA

    While the above Incentive Mapping is help­ful, there’s one OPA strategy that out­shines them all:

    Become an influ­en­cer with an audi­ence yourself.

    Now, it’s a chick­en-or-the-egg situ­ation, of course, but it’ll be easi­er to piggy­back on oth­er people’s audi­ences the more your audi­ence grows.

    1 I recom­mend Copyblogger’s excel­lent blog art­icle, The Smart Way to Use Other People’s Audiences to Build Your Own.
    Jerry Silfwer
    Jerry Silfwer
    Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

    The Cover Photo


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