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What you get out of this

Influencer (Creator) Marketing

Influencer (Creator) Marketing@njcostelloe
Verified by 5 influencer marketers and 5 influencer marketing platform experts

This playbook was co-written with Avery Schrader from Modash, and Paul Benigeri from Archive.

Intro

Consider two ways to pitch a product:

  • An ad—like the millions of others you’ve seen on Facebook.
  • Someone you trust and have been following for years tells you how much the product means to them.

Now imagine the second approach done at scale for your business: empowering an army of trusted people who introduce your brand and products to excited potential customers.

That’s influencer marketing, and that’s what we’re going to reverse engineer at a more advanced level than you’ve seen before.

On average, every $1 spent on influencer marketing results in ~$6 of revenue—a 600% ROI. Influencer marketing can be a more profitable and scalable acquisition channel than Facebook ads. 

Some SaaS and ecommerce companies are consistently acquiring high LTV customers at $5 each. That’s almost unheard of within paid acquisition. Especially in a world where Instagram ads have CACs that rarely dip below $20.

We’ve interviewed 10 top influencer marketing practitioners (marketers who’ve actually scaled influencers as a growth channel) so that you get everything you need to test influencer marketing immediately. We cover tactics that the best companies are doing but not talking openly about.

You’ll learn:

  • How to find and activate influencers who can actually sell.
  • How to automate your influencer process so that you get more with far less work.
  • Tactics to optimize top influencer channels (Instagram, YouTube, and TikTok).
  • How to accurately attribute purchases from influencer marketing.

Context on influencer marketing

If you’re advanced in influencer marketing, click here to skip the introductory context and begin with the advanced strategy.

What is influencer marketing?

Influencer marketing is a collaboration between a business and an influential person to promote something—typically a product, service, or campaign.

“Influencer” describes anyone from celebrity actors and professional athletes to everyday folks who have a few thousand followers on Instagram. The thing they all have in common: They create content that their audience pays attention to.

Influencer marketing typically looks like this:

  • Businesses find and reach out to relevant influencers.
  • Influencers create content to promote products and services to the influencers’ audiences.
  • Businesses compensate the influencers in exchange for exposure and creative assets.

Reasons to consider influencer marketing:

  • Conversion: Create an affiliate engine by arming a community of influencers with performance-based compensation.
  • Grow your organic social following: Some influencers’ followers will follow your company account—then you’ll be able to reach them “for free” with organic posts.
  • Social proof: Influencers’ audiences see your collaboration as a stamp of approval for your brand.
  • Get content: Influencers can create content for you. And you can use that content for your own ads, organic social media posts, and landing pages.

Goals of influencer marketing

In order to figure out where you should be focusing your influencer efforts, think about what you want out of your campaigns:

  • Are you looking for a high return on ad spend (ROAS)?
  • Are you building a community? 
  • Are you prioritizing impressions and awareness?
  • Are you simply interested in contracting the production of quality content?

A few examples of how companies use influencer marketing:

  • HVMN works with fitness and nutrition influencers on YouTube to reach audiences who regularly purchase supplements—their main focus is increasing ROAS.
  • Athletic Brewing—a non-alcoholic beer company—works with sports and outdoor influencers whose Instagram audiences are looking for healthy alternatives to alcoholic beer. They focus on building community and brand awareness.
  • Apparel brand Moncler worked with fashion influencers and created a song for TikTok. It went viral and reached millions of users interested in fashion. The goal of their campaign was to generate impressions and awareness.
  • The Hustle worked with tech Twitter influencers to get signups for their business and tech-leaning newsletter—focused on conversion and increasing ROAS.


Which companies should use it?

Influencer marketing works exceptionally well for consumer companies that sell broadly appealing products. This lets brands test the effectiveness of many different niches and influencers, which lets them narrow into those who produce the best results, which is often needed to make campaigns profitable

  • Take Ridge wallets. Their products are broadly appealing (they sell wallets), so they’re able to sponsor gamers, car enthusiasts, travelers, and athletes. They have enough surface area to hunt for the best influencer arrangements.
  • Or Honey, the automatic online coupon tool. Since everyone who shops online benefits from saving money, they can work with influencers across every single niche.

Data from influencer platforms support this claim. Our platform of choice is Modash—they have some of the best influencer marketing data, which brands use to run hyper-targeted campaigns. Modash’s data shows that the best results come in broad product categories, like blankets, food delivery, hair care, and ride hailing.

Among broadly appealing products, these types of brands typically see the best results:

1. Brands with perceived high-quality products: If influencers truly love your products—so much that they’d want to pay for them—you can “gift” influencers product in exchange for content and exposure. Also, high-quality products create strong word of mouth that amplifies return on influencer campaigns.

Good: An athletic wear brand that makes their products with ridiculously comfortable and durable fabrics. When influencers receive gear and are actually attracted to it, they’re more likely to become brand evangelists.

Bad: A brand that’s dropshipping stock tee shirts with custom prints. The low quality products will dissuade influencers from sharing.

2. Brands that sell physical products directly to consumers (DTC): Physical products show well through social media’s video and photo content.

Good: Well-designed protein shakes likely show well through photo and video. They’re portable, so influencers can create content that appeals to audiences that buy protein shakes—they’ll take photos and capture video at the gym or by the beach.

Bad: Email marketing software. It’s more challenging for influencers to effectively capture the magic of digital products through photo and video.



But it can work for most B2C companies in general. (For niche B2B, it’s doable but more challenging since there are fewer influencers that have audiences who narrowly aggregate your desired buyers. For B2B, Twitter influencers, LinkedIn influencers, and podcasts can work better.)

Influencer marketing is evolving

While we’ll use the term “influencer” throughout this guide, it’s important to note that the “influencers” you’ll want to work with are beginning to prefer the term “creators.” 

Creators put more artistic value on the content that they create than legacy social media celebrities do—they’re writers, photographers, videographers, artists, and performers. They’re craftspeople

A second change has gone hand-in-hand with the creator movement: Influencer marketing has become increasingly performance-driven. Brands are moving away from paying lump sums for creator posts to favor payment models that compensate creators based on the amount of conversions they drive. This is a better deal for brands.

There are a number of platforms that make it easy to track your influencer-derived conversions (Bitly, Shopify, and Tapfiliate)—so that you’re paying for conversion, not simply reach these days.

The old approach to influencer marketing is simply not as profitable:

  • Judging influencers based primarily on follower count, and paying large sums of money based on that follower count.
  • Dictating to influencers exactly how you want them to post their content—as if you know their audience better than them.

Affiliate marketing (paying influencers for sales that come in through unique links) and whitelisting (running ads through creator accounts) are two of the new performance-based influencer marketing models that have grown in popularity. We’ll cover these.

There are, however, also downsides to a performance-based approach:

  • It’s not easy to find influencers who agree to this model: Big influencers are used to getting paid entirely upfront for their content.
  • You could become too focused on return on ad spend (ROAS): Many brands fail to track ROAS effectively, then they shut down influencer marketing even though they’re getting a lot out of it (both on the performance side and the brand side).

How to 80/20: Starting with influencer marketing

Here’s the 80/20 influencer marketing approach that we recommend to start with:

  1. Begin with Instagram: It’s the ideal test channel.
  2. Set aside 15 hours per week: This is necessary to properly test the channel. It takes serious work to validate.
  3. Get good data: We’ll show you how to get data on which influencers are worth working with.
  4. Start with brand ambassadors: Pay them via an affiliate model and form long-term relationships with these influencers.
  5. Optimize your processes: Now that it works, reduce your time investment to make influencer marketing more scalable and easier to delegate.
  6. Optimize the economics: Run tests to increase your return on ad spend (ROAS).
  7. Nurture influencer relationships: Empower your influencers for better future results and brand credibility.

Let’s look at each step in detail.

Start with Instagram

Most influencer marketers should consider starting with Instagram. Here’s why:

  • Instagram influencer marketing is already validated across most verticals and business models.
  • It’s widely understood how the channel works—it’s likely that each member of your team has an Instagram account where they are at least occasionally active. 
  • Most influencer marketing tools are already  built around Instagram. 
  • You can leverage Facebook’s infrastructure: Increase the impact of your campaigns by using Facebook brand partnerships manager, shoppable posts, and Ads Manager.

We’ll explore other channels later. For now, it’s important to focus. Your goal isn’t to “do influencer marketing.” Your goal is to build a process around a scalable, affordable acquisition channel.

Set aside 15 hours per week at minimum

Building an Influencer marketing funnel is time-consuming:

  1. Finding and assessing influencers at scale
  2. Communicating with and onboarding influencers
  3. Managing long-term relationships
  4. Deciding on incentive structures and payouts
  5. Setting goals and measuring success
  6. Automating efficiently to reduce CPA
  7. Running experiments to improve performance

Each of these steps requires serious optimization—not just set up. For example, in your initial outreach to influencers, you have at least three variables to experiment with:

  • What do you say in your first messages to build trust and excitement?
  • Where do you say it? (Comments, DMs, Emails, Story responses, etc.).
  • In what sequence do you say it? (DM, then comment? Comment then DM? How many email follow ups?)

We’ll cover each of these.

1. Finding influencers

Let’s begin.

First, know that most brands who’ve had poor experiences with influencer marketing make a big mistake: they don’t actually find influencers with audience-product-fit. 

You’d be surprised by how many brands pay influencers who look “on brand” without realizing that the influencer’s audience is completely different than their own consumers.

You must get their audience data from them before agreeing to a partnership. Some notable data points to request:

  • Audience geography—preferably broken down by country, then state, then city
  • Detailed age breakdown
  • Gender breakdown
  • Topics of interest based on engagement with the influencer’s content

Conversely, don’t overly narrow your target audience. If you sell lamps, your target persona isn’t someone who is interested in lamps. That’s hard to narrow into. Go one level higher to target people who are interested in interior design, architecture, or even fashion.

Good : Our audience is 22-30 year old women in New York City, interested in hobbies related to design, architecture, real estate, or fashion.

Bad: Our audience is precisely 22 year old women, in the United States who feverishly scroll Instagram looking for lamps.

You’ll eventually use SaaS tools to find relevant influencers rather than patrolling Instagram manually. Our favorites are Modash (known for its influencer data), CreatorIQ, Dovetale, and Influent.

But starting your hunt manually is beneficial: getting into the weeds helps you understand your market and its players. What do they talk about? What do they post?

Here are a few ways to start manually:

  • Look at relevant, high-performing brands: Look at adjacent brands on your preferred channel who are getting a lot of positive engagement. Find influencers who are tagging them by navigating to the “Tagged” section of their profile.
  • Look at hashtags: Search for one hashtag to narrow your search to promotions: “#Sponsored” or “#Paid” or “#Ad.” Then search a hashtag in your niche, to ensure that you’re only sorting through influencers who are relevant to your brand. By searching by hashtag, you can narrow your search for active influencers who are most likely to reach your audience.
  • Crawl your audience manually: Look through DMs. Figure out which influencers are already tagging you.
  • Once you find a fit, ask for intros: Ask your first influencer for their suggestions of who else to work with. You can also use the “similar profiles” functionality in Instagram to find others who might be a fit. 

Once you get a lay of the land manually, it’s critical to switch to one of the tools we mentioned above to power influencer selection and audience measurement.

When assessing influencers, there are two considerations we want you to keep in mind: engagement and ambassadors.

Consideration: Check for engagement

Before reaching out to the influencers who appear relevant, you’ll want to ensure they have a high-quality and real audience. 

Some influencers purchase followers to inflate their asking price. That’s why we rank influencers based on engagement. That said, engagement can also be purchased as little as $0.0088 per like, so using a tool like this can meaningfully help. Tools like that can run analytics on profiles and filter out those that raise red flags—like profiles without profile photos, followers, and feed content.

Real comments are easy to spot. Check out this example from Blue Apron. You’ll notice that people are commenting on both the recipe, and the dog—signaling that they’re actually consuming the content in the post.


Fake engagement, on the other hand, looks more like this:

  • Solely emojis
  • Vague comments like “Love it” and “Keep it up”
  • Posts lack any substantial comments or questions
Credit: https://shanebarker.com


If you’re scaling up and using an influencer discovery/analysis tool, it should include an engagement rate calculator and a follower credibility checker. For example, Modash’s fake follower tool.

If you’re not using a SaaS tool, here’s how you can vet your list manually:

  1. Look at each influencer’s engagement (likes and positive comments). Make sure that they look authentic. There should be comments that show genuine interest in the product or ask specific questions—not only generic comments, like “Nice! 🔥”. You can also scroll through the commenters and look for a high number of suspicious profiles (i.e. those who don’t have a profile image).
  2. Finally, if you’re working with paid influencers, do your diligence on their audience fit—most social platforms have audience insight tools that will show data about location, age, and interests. Ask them for screenshots of their engagement and audience stats. 


Consideration: Start with ambassadors

You’ll notice we use the term ambassadors throughout this guide. Ambassadors are long term influencer partners who operate on an affiliate model.

Why use an affiliate model? Instead of paying influencers to post, some will let you pay them to convert. It de-risks your spend and sets you up to work with them potentially long-term instead of for the breadth of one campaign. Here’s what happens when brands work with influencers long-term:

  1. High frequency: Your product is continually surfaced to that influencer’s audience. Audiences often only consider purchasing products after they’ve seen them multiple times. 
  2. Trust: When audiences see influencers acting as brand representatives over a long period of time, they’re more likely to trust the brand and its products—because it no longer looks like a one-off sponsorship. People internalize the fact that the influencer likely believes in the brand. More trust leads to better results.
  3. Data: One-off campaigns don't provide enough insight into what type of content or influencers work best for your brand. By developing long-term relationships, you have the ability to run experiments and guide influencers to be more efficient (by sharing what's working).

Long-term relationships build critical trust—they highlight the influencer’s true love of the brand. Consumers think: Why would they be working with this brand over a long period of time if they didn’t actually love them?

As a result, content from long-term relationships drives higher engagement and, typically, higher conversion rates.


2. Optimize your influencer workflow

Let’s optimize three steps throughout your relationship with influencers.

Step 1: Look at your internal data 

Segment your existing customer data to dial into your highest-earning personas. Say, for example, your brand sells outdoor-specific backpacks.

Analyze your data to find out the psychographic traits of your highest lifetime value (LTV) customers—those who spend the most over a period of time. 

Then find influencers whose audiences most align with your highest LTV customers. You can match influencer audience data with your own internal data to optimize the influencers you work with.

Once you’re working with a number of ambassadors, you can pull their data into a dashboard (using a data visualization tool like Looker). Compare their audience data with their impression and conversion numbers.



Double down on your top performers (and seek out new ambassadors who have similar audiences to your top performers). Then drop the underperformers.

Step 2: First contact and onboarding

You can build a landing page for influencers so that they can quickly figure out how your program works. Include:

  • Benefits to joining the ambassador program
  • Requirements (like minimal follower count)
  • CTAs to collect their information
  • Bonus: Social proof to increase conversion

Think of influencer recruitment as a funnel: If influencers clearly understand that you run a fun, trustworthy, lucrative program that other respectable creators trust, you’ll recruit more, higher quality influencers. 

You attract the best of the best not just by throwing money at them, but also by effectively pitching them on why they should associate their identities with your awesome brand. Don’t rely on a short DM to do this. Build out a landing page.

Here’s an example of a strong partner landing page from Athletic Greens.




Here’s another example from Four Sigmatic.



On to outreach.

We recommend recruiting your first 20-30 influencers manually before automating first-touch outreach. By reaching out manually to your first batch of influencers, you’ll learn what gets them excited and what establishes trust. 

You’ll also feel friction points that you can smooth over before you scale outreach or delegate it.

  • Maybe your language isn’t casual enough for the type of influencers you’re trying to reach—so you’re not getting responses.
  • Or maybe your offer isn’t compelling enough and you need to increase your affiliate payout.

Aim to get a response from at least 50% of the creators you reach out to. From our partners’ data, that’s a sign you’ve found outreach-influencer fit and you can begin scaling up. 

Where should you send your message?

If you try reaching out on influencer channels (like Instagram), your odds of being lost in a spam inbox are high.

We recommend a sequence of reaching out through channel DMs, email, and comments on influencer’s social posts.

  1. Start by sending influencers a DM on Instagram. Follow up again after two days if you haven’t heard back.
  2. Simultaneously, find the influencer’s email (usually easy via their Instagram profile or their personal website). Send them an email and mention that you also DMed them.
  3. After a week without response, consider commenting on their Instagram posts—since influencers often check and respond to comments to interact with their audience members, they’ll likely see your comment.

Step 3: Incentive structures

Now that they’ve said yes, start running experiments on incentives that sustain you as a top priority for them. Treat nothing as static—everything is a learning opportunity for you and them. 

A few examples: 

  • Run a one-month promotion where creators are paid very well per conversion—say 25%+. Then, when you have enough influencer volume, segment creators to run your promo at different commission levels to quickly find the “sweet spot” that is best for your brand’s economics.
  • Give big cash bonuses for accomplishing different goals. For example, send $10,000 after the first 50, 100 and 1,000 conversions the influencer generates. 
  • Give a random creator in your network a PR boost each month. Highlight them on your blog, ambassador page, newsletter, and social media channels and put them in the spotlight. They’ll appreciate you giving them a boost and it will increase their likelihood to push your product organically without you needing to enter into a contract.

You should always have a minimum number of conversions your influencers are required to drive monthly to continue participating in your ambassador program. Continually increase the monthly conversion quota for your influencers. This keeps them posting on a regular interval and saves you from managing dead relationships with low ROI. 

3. Optimize the channel

Now that you have real and relevant influencers with working incentives, you can begin optimizing the channel itself (Instagram, Youtube, Tiktok, etc.).

There are two ways to focus channel optimization: 

  1. Increase the volume of acquisitions without increasing the number of influencers.
  2. Decrease the cost per acquisition without paying less (increasing ROAS).

Here’s the highest-leverage way to optimize your channel: Continually share what’s working with your creators. Keep an eye out for when an influencer has a spike in conversions to see if you can identify why their content did particularly well. Reverse engineer it. 

Influencer monitoring tools can help you collect your content and understand what’s working more quickly. Share your findings with the rest of your influencers so they, too, can increase conversions. This is critical. This isn’t like running ads—influencers are people who need feedback loops and ongoing management.

You further benefit from this being a two-way relationship in that, with their permission, you can repurpose the content your influencers are creating—you can post the same photo or video that your influencers share on their own channel.

Creating quality content is expensive and time consuming, but by repurposing your influencers’ authentic content, you’re stretching out the benefit of your influencer marketing spend. Take a look at this post by Athletic Brewing where you’ll notice it’s the same photo we used in the example in our introduction—but this time Athletic Brewing used it on their own feed:



4. Invest in your relationships

To repeat, there’s a key distinction that separates influencer marketing from other growth channels: You’re working with humans, not dashboards.

How to develop win/win relationships with your influencers:

  1. Become friends with your influencers. Use casual language. Speak to them like friends, not like a PR mouthpiece. Respond quickly and avoid canned responses. Influencers don't like talking to robots or responding to scripted messages.
  1. Let your influencers try your product first. They need to trust your brand and your product before they recommend it to their audience. They’re more authentic when they actually like and respect your brand and the people behind it. 
  1. Get them excited. Influencers do their best work when they’re excited. Work with your influencers to understand what's worked for them in the past and what gets their own audience excited. Anchor on excitement and making them look good above all else, and it’ll pay off for you in the long-term.
  1. Set clear expectations. What are your timelines, goals, and requirements? Make them clear early on and you’ll gain trust from your influencers and they’ll be more likely to engage for the long-term. There are a lot of fake, flakey sponsors wasting their time.
  1. Limit admin work (when possible). A 15-page NDA for a $100 story post kills momentum. Save time and keep things fluid by removing as much admin work as possible—especially for low-cost campaigns. If you’re arranging a longer-term contract or an expensive campaign, then some such work is necessary. But keep it light.
  1. Invest deeper into existing relationships. When your influencers post about you, thank them and let them know what you liked about it. Send them more products for free. Start a conversation about how you can continue working together. It’s often higher ROI to double down on your existing quality relationships than it is to find and activate new ones. 

Most importantly: Give away creative control

Remember that influencers will be speaking directly to their audience, so give them creative liberty. Why?

  1. Your content needs to be authentic.
  2. They know their audience the best. They know what goes viral and what gets engagement. 

Meaning, provide guidelines rather than word-for-word scripts. 

  • Explain your goal and constraints. Share examples of content that has been successful in the past for you.
  • But let them create the content.

You do this by only working with influencers whose visions align with yours. Study their content. That way you can also trust them to create original content you can repurpose for your own ads.

YouTube and TikTok

For many, only once you’ve proven success with Instagram should you move on to other platforms based on your learnings. Instagram is a clear first step because it’s familiar to most marketers, and most influencer platforms are set up specifically for Instagram.

Content looks different across channels, and influencers operate differently on each channel. So there is a lot of per-channel work that is necessary to build out.

We’ll briefly cover two of the remaining top three: YouTube and TikTok.

Instagram, YouTube, and TikTok are the top three channels for two reasons:

  1. They all have sizable, targetable audiences.
  2. They lend themselves to photo and video, which is usually necessary in order to drive conversion through influencers.

The following platforms could also work for influencer marketing, but they typically don’t work as well. Consider experimenting with them if your product uniquely lends itself to the platform:

  • Twitter
  • Pinterest
  • Blogs
  • LinkedIn
  • Twitch

Youtube influencer marketing

Pros of YouTube

  • Often more attribution: Links are listed directly in video descriptions, whereas with Instagram, users have to navigate to the influencer’s profile to click the link (more friction).
  • Videos are evergreen and searchable: Since videos are searchable, old videos stay relevant—whereas Instagram content dies quickly. High-quality, old videos can generate 30-60% of revenue for YouTube influencer campaigns. You can see a long-tail time horizon of success.
  • Long-form content builds trust:  The longer-form video format allows consumers to understand the product better than they would if they came across it on social media like Instagram or TikTok.

Cons: 

  • High production costs: It’s expensive and time consuming for Influencers to create video content. So it’s likely that influencers won’t work with you strictly on an affiliate basis—they’ll want to be compensated for the content they create.

There are two types of influencer sponsorships on YouTube:

  1. Dedicated video: Pay for a custom influencer-created video featuring your brand.
  2. Mid- or end-placement: Pay for a placement either in the middle or at the end of an influencer’s main videos. This type of sponsorship can keep your costs down significantly because influencers aren’t creating a dedicated video for your brand.

Examples of dedicated videos:

Next Games partnered with YouTubers Lele Pons and Anwar Jibawi to advertise the release of its new The Walking Dead mobile game. Pons and Anwar created a dedicated video for Next Games that raked in over 13 million views.



Castrol Edge partnered with tech YouTuber Austin Evans for a dedicated video review of Castrol’s VR product.


Example of mid- or end-placements:

Yes Theory’s YouTube channel features Morning Brew at the end of one of their original videos:


Ali Abdaal’s features Audible in the middle of one of his videos:



Things to keep in mind when running Youtube influencer campaigns:

Find influencers via search

You can find YouTubers who have videos ranking for your products. They typically have Amazon affiliate links in their bios, so you could onboard them into an affiliate program so that customers purchase directly from you instead of through Amazon.

Create tests for longer-term relationships

Because it requires more time to produce quality video content for YouTube, there’s a higher barrier to entry for influencers to become popular and worth sponsoring—unlike Instagram, there are fewer nano-influencers who are willing to accept affiliate pay for quick videos.

So working with influencers on YouTube generally requires more cash upfront. They put a lot more work in.

But similar to other channels, you can get more attractive influencer rates when you offer longer term deals for multiple videos per month. It costs your influencers less to create a few videos in one sitting for your brand, and they’ll pass on the savings to you.

So consider creating “tests” for long-term arrangements for a higher ROAS:

  • Find an influencer you’d like to work with. Pay them to shoot a single video.
  • If you are happy with the video’s results, offer a one-month test project: a 30-day opt-out contract for a set number of videos, based on clear ROAS targets.
  • If they hit your ROAS targets, negotiate a 12 month contract where they’re compensated extra when they re-hit those ROAS targets. By offering a 12-month contract (steady income for the influencer), they’re likely to give you a better price.
  • Make sure you and the influencer agree that the rights to the content remain with your brand. That way you can use the content for ads, your landing pages, or organic social down the road. It gives you more mileage and helps de-risk this campaign’s cost.

Another reason for running long-term campaigns is that influencers’ YouTube video performance is often volatile. In one video with an influencer, you could make $15k. In the next, it might be $1k. 

To further guard against this, consider paying extra for performance—if the influencer will allow it. Use coupon codes and trackable links to help with attribution. Put these links and codes in the video description plus have the influencer pin a comment to the top of the comment section that re-shares the links. For added redundancy, add a post-purchase survey to ask where customers heard of you from. 

TikTok

TikTok is experiencing explosive growth for influencer marketing.

Why?

  1. Attention spans for long-form are losing ground to short-form memes.
  2. Production challenges favor short, on-brand, authentic video content.

TikTok leans into this pattern with brief, engaging video content. It’s more approachable to create content here than creating polished videos on YouTube.

Types of influencer content that works best on TikTok:

Before and after videos

  • Fashion company Guess paid for a video featuring a TikTok couple changing into new denim products


Education or tutorials

  • Gaming company Backyard games worked with an up and coming TikTok influencer on a tutorial for one of their popular games during the pandemic.

Unboxings

  • Apple works with influencers for product unboxings. By working with TikTok influencers, Apple’s products feel more accessible.

Comedy

  • Red Bull works with TikTok influencers to create comedy videos that feature their products.


TikTok is volatile

TikTok has a high variance algorithm. Meaning, the impressions that a creator’s average post gets isn’t constant. So, pay for performance or pay for a package of multiple videos.

But smaller influencers have more power than they do on other platforms. If a video is good, you get boosted. It’s that simple. So TikTok is better for discovery than most other platforms. Therefore, it can be worth taking a chance on smaller creators if they’re very talented and you believe in their ability to break out.

Suggested strategy

  • To find Tiktok influencers, consider an app like Swipehouse, which allows you to break down your campaign and get inbound requests from high-quality influencers. You can sort through your inbounds and work with the creators that fit your brand.
  • Split your budget: Work with a few bigger creators, but take bets on a large number of small creators.
  • It’s more cost-efficient to gift many small creators than to pay upfront for content from large creators—since the small creators can be just as likely to go viral. For the smaller creators, you can send products to them and many are likely to create content for you. Look for creators with less than 50k followers. They’re likely to be running their TikTok account on the side, rather than relying on sponsorship income to pay the bills.
  • Because of TikTok’s high variance algorithm, give creators even more creative freedom than you would on other platforms—they really need to hit an authentic nerve for videos to go viral. And restricting their creativity won’t get you closer to hitting that nerve.

Other ways to incentivize influencers

There are two types of influencer activations that require more nuance: Gifting and whitelisting.

Gifting

Some brands bypass paying cash to influencers. Instead, they “gift” them: they send products for free.

This generally works with nano-influencers (influencers with less than 10k followers). Nano influencers typically build small followings on social media alongside their other pursuits. This isn’t their full-time job, so they’re more likely to be satisfied with free products as opposed to cash.

Pros of gifting:

  • It’s easy to get started with because it’s affordable—your only cost is inventory and time.
  • Brands get their product directly into the hands of creators, giving them the chance to try it without them having to discover it on their own. If they like your product, they’ll potentially share it with their audience for free—and they might even give you better rates on paid sponsorships. Because they’ll be promoting something they authentically endorse.
  • Content that influencers make as a result of gifting is usually authentic and genuine, since they’re not obligated to post to fulfill a paid sponsorship. This quality content may be repurposable into ads.

Cons of gifting:

  • It’s harder to make work with bigger influencers—they generally only work with you if you agree to pay them, since this is their full-time job.
  • You might wind up competing with brands that do offer to pay their nano-influencers.
  • It takes a lot of time to find creators that’ll agree to promote your gifts—it’s hard to execute well at scale. And you need scale for impact.

Gifting could be another playbook entirely since it demands a different approach. We suggest starting with our 80/20 affiliate model, then, only once you’ve proven influencer marketing as a channel, you could test process-driven gifting at scale to compare your ROI with the affiliate model.

We also recommend checking out EAG if you're ready to test gifting—that's there bread and butter. They've scaled many brands through gifting campaigns with nano-influencers.

Whitelisting

Whitelisting refers to running paid ads through your influencers’ accounts. 

With normal “organic” influencer marketing, you’re reaching influencers’ existing audiences—those that follow the creators’ accounts. But with whitelisting, you’re effectively taking over influencers’ accounts and running ads out of their account to reach people who don’t yet follow them.

Why would you use whitelisting?

  • It’s influencer marketing at scale: You continuously reach new audiences and you’re not capped by your influencers’ following. 
  • Social proof: Running ads through influencer accounts signals to audiences that the influencer supports your brand and product. It’s a stamp of approval—a heavily weighted testimonial. People are more likely to engage whitelisted ads than they are classic brand ads.
  • Influencers are often willing to create more good content for you. Why? Because you’re putting ad dollars behind influencers’ accounts—and they’re getting new followers as a result. You’re helping them promote themselves. So they are more likely to create the content for free if you agree to put a certain amount of ad dollars behind their account.

Note the “sponsored” tag below each creators’ username.

You can use a platform like Lumanu to run your whitelisting campaigns—it integrates directly with FB Ads Manager, and you can quickly put together A/B tests.

To get results from whitelisting, you’ll need to understand how paid social acquisition works. The process is much more like running paid social ads than it is navigating influencer relationships.

(We can train you or your company on how to run paid ads. See our growth program here.)

Tracking results

Giving coupon codes and special links for influencers to share helps account for some conversion. But they won’t tell the whole story. 

While your link data may show a low ROAS, you’ll likely find that your influencers are actually bringing in a higher ROAS once the survey data is accounted for—because people will often hear about your product from an influencer, but think about it later and come back to your site in a way that’s not tracked to that particular influencer. 

The workaround? Combine analytics data with an attribution survey. Add a post-purchase attribution survey and ask customers where they heard about you first. List specific influencers as options.

There are tools like Enquire for Shopify that can get you 80%+ completion rates for post-purchase surveys.



What a job well done looks like

Here are two examples of companies that have scaled through influencer marketing—through different approaches.

Daniel Wellington

Daniel Wellington scaled their brand through an ambassador influencer marketing program. Here’s how they made it work:

  • Teamed up with influencers whose audiences best matched their highest LTV customers
  • They sent their influencers watches and had them create and post the content on Instagram (feed and stories)
  • Each influencer provided their audience with a unique coupon code (10-20% off)
  • Codes tracked influencer performance, so Daniel Wellington was able to add/drop influencers based on conversion performance
  • They also repurposed influencer content across their own Instagram and their website—stretching influencer ROI.


Health Via Modern Nutrition (H.V.M.N.)

H.V.M.N. took a slightly different approach. Their main goal of influencer marketing was scaling their content creation—for their social channels, website, and ads.

So they created a gifting ambassador program.

  • They send free product to nano- and micro-influencers (those with fewer than 100k followers)
  • Influencers created content on H.V.M.N.’s behalf
  • Influencers also received a discount code to share on social

The creative assets generated helped H.V.M.N:

  • Cut $8K/month in creative costs—they didn’t have to pay for content
  • Lowered Facebook CPAs by 25%—influencer content resonated with H.V.M.N.’s ad audiences


Cheat sheet

We trimmed our strategy section into a concise cheat sheet. You’ll find all of the tactics without the context or reasoning. Consider this a checklist for you to reference while you implement your influencer strategy. 

Start with Instagram

  • Instagram influencer marketing is already validated across most industries.
  • Each member of your team has an Instagram account where they are at least occasionally active. 
  • Most influencer marketing tools are built around Instagram. 
  • You can leverage Facebook’s infrastructure.

Set aside 15 hours per week at minimum

It takes serious work. Set aside time for:

  1. Finding and assessing influencers at scale
  2. Communicating with and onboarding influencers
  3. Managing long-term relationships
  4. Deciding on incentive structures and payouts
  5. Setting goals and measuring success
  6. Automating efficiently to reduce CPA
  7. Running experiments to improve performance

Step 1: Find influencers

Look for influencers whose audiences match your target consumer:

  • Audience geography broken down by country, then state, then city.
  • Age.
  • Gender.
  • Topics of interest.

Start your search manually to get a lay of the land:

  • Look at relevant, high-performing brands: Search for influencers who are tagging adjacent brands by navigating to the “Tagged” section of their profile.
  • Search for high quality content by location.
  • Look at hashtags “#Sponsored” or “#Paid” or “#Ad” combined with a hashtag in your niche.
  • Crawl your DMs/tags manually for influencers who are reaching out to you.

Then use a SaaS tool to confirm that their audience data matches what your target:

Check for engagement

Use Modash’s fake follower tool to check your influencers’ percentage of fake followers—you should be skeptical of anything over 25%.

Start with ambassadors

Pay via an affiliate model (unique URLs or personalized discount codes) and form long-term relationships with these influencers.

Step 2: Optimize your workflow

Finding and analyzing influencers at scale

Use your influencer tools to track ongoing performance data (conversion data, audience demographic data, etc.).

Leverage this data to decide which influencers you work with: Drop your underperforming influencers and niches and double down on influencers with audiences that are converting at higher rates.

First contact and onboarding

Build a landing page for influencers so that they can quickly figure out how your program works. Include:

  • Benefits to joining the ambassador program
  • Requirements (like minimal follower count)
  • CTAs to collect their information
  • Bonus: Social proof to increase conversion

Automate your communication so you’re not spending a lot of time managing relationships. You can do this through your influencer tools:

  1. Start by sending influencers a DM on Instagram.
  2. Simultaneously, send them an email and mention that you also DMed them.
  3. Consider commenting on their Instagram posts if you don’t hear back on 1 or 2.

A 50%+ response rate from the creators you reach out to proves that your messaging is working.

Incentive structures

Experimenting with incentives to improve your influencer ROI. A few options for tests:

  • Run a one-month promotion where creators are paid 25%+ per conversion.
  • Give free products or gift card bonuses for accomplishing different goals.
  • Highlight one of your influencers (randomly) on your blog, ambassador page, newsletter, and social media channels.
  • Continually increase the monthly conversion quota for your influencers. 

Step 3: Optimize the channel

Two tactics to increase your ROI:

  • Continually share what’s working with your creators so that they can convert better.
  • Leverage influencer-generated content in your ads, social media feed, and landing pages to stretch out the benefit of your influencer marketing spend.

Step 4: Invest in your relationships

With influencer marketing, you’re working with humans, not dashboards:

  1. Become friends with your influencers.
  2. Respond quickly and avoid canned responses.
  3. Let your influencers try your product first.
  4. Set clear expectations.
  5. Get them excited.
  6. Limit admin work (when possible).
  7. Invest deeper into existing relationships.
  8. Most importantly: Give away creative control.

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The Demand Curve team knows paid acquisition, conversion, landing pages, and a lot more very well. If you’re lagging behind on your growth skills, let them teach you what you’re missing.
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