Duncan said the two started to cultivate a new audience as a couple when they would share home-renovation content on their individual pages as well as their joint accounts.
"Do they have audiences that are similar but not exactly the same?" Duncan said."What we can do is build an entirely new persona that hopefully perpetuates and builds, crosses the audience from person A to person B." Duncan and his team approach influencer relationships in four steps: organization, strategy, execution, and analysis. This is not dissimilar to how they would deal with an individual influencer, but there is a difference in application.
"A lot of couples aren't looking to other couples that maybe have a small crossover of the same audience," Duncan said."If there's a crossover of 20% of the audience, but each side has 80% of the audience that isn't following the other side, that is where we see the low-hanging fruit for them to be able to do some collaborations together."
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