The traditionally conservative mining industry is adopting influencer marketing strategies to address talent shortages and improve investor relations, according to a report by The Oregon Group founder Anthony Milewski.

Social media personalities are helping mining companies attract younger workers to the sector, Milewski reports, citing a recent Le Monde article that documents how influencers in Australia share mine site footage and information about high-paying job opportunities, successfully dispelling industry myths and appealing to younger demographics.

Mining companies, particularly junior miners and exploration firms, leverage finance and technology influencers to educate retail investors about investment potential. According to Milewski, these digital partnerships form part of strategic messaging campaigns aimed at connecting with appropriate investor audiences.

He adds that companies facing environmental criticism utilize influencer partnerships to showcase responsible mining practices, technological advancements, and community engagement efforts.

Implementation Challenges

Milewski identifies several challenges for mining companies implementing influencer strategies. 

“Credibility and authenticity” are paramount concerns, as “influencer endorsements need to be genuine to be effective,” he explains. Companies must also navigate complex “regulatory and ethical considerations,” particularly for “public companies [that] need to fully understand relevant securities regulations around their influencer marketing campaigns.” 

Additionally, Milewski warns of “potential backlash” since “if not managed properly, influencer campaigns could invite criticism from environmental activists or skeptical audiences.”

Best Practices for Mining Influencer Campaigns

Rather than working with lifestyle influencers who may lack credibility, Milewski advises mining companies to collaborate with industry professionals, engineers, geologists and even financial influencers. 

He emphasizes that “any paid partnership should be disclosed to maintain trust with the audience.” The content strategy should prioritize education, as “instead of pure promotion, influencer content should educate audiences about mining processes, career opportunities, sustainability efforts and investment potential.” 

Milewski also stresses measurement, noting that “tracking engagement metrics, audience sentiment and return on investment ensures continuous improvement.”