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   Uncategorized    How To Start Working With Influencers

How To Start Working With Influencers

We’ve all been scrolling on our favorite app – maybe TikTok, Snapchat, Twitter – and saw one of our favorite online personalities posting some sort of product or event with the infamous “#ad”. As a business owner, startup, or marketing professional you be asking yourself as you scroll: “can my business work with an influencer?”

The answer is a resounding YES!

I’ll dive into a few quick tips with a few different websites and tools to get you started as soon as … well … after you’re finished reading!

Choosing An Influencer: Mega, Macro, Micro, Nano

Once you start viewing your favorite online personalities as potential “business partners”, your eyes may start getting a bit larger than your wallet. Take a step back and write down a couple of things before starting your scrolling:

  • How much of your marketing budget could your allocate per month towards an influencer?
  • What products (if applicable) are you willing to send for free to an influencer for them to promote and explore?
  • How much time per week can you (or an employee) allocate to communicating with/managing an influencer?

Taking those numbers into account let’s take a look at the difference between types of influencers to help narrow that search:

Mega Influencer

These are the “heavy hitters” of the industry and are more-than-likely well known both on and off social media. Mega influencers typically find partnerships with major brands for hundreds (if not millions) of dollars just to help companies get their products in front of people. These influencers have:

  • 1,000,000+ Followers
  • Typical A-List Celebrity Status
  • $1M+/post average cost + product (if applicable)

Macro Influencer

These influencers have more-than-likely found fame online via social media on platforms like TikTok, YouTube, etc. or are a slightly lesser known celebrity. While these type of influencers are good at reaching a large-scale audience, they have a little bit more conversion power than a mega influencer with a slightly less lofty price tag. These influencers have:

  • 100,000 – 1,000,000 Followers
  • An established online/social media personality; C-List Celebrity
  • $2,500 – $25,000/post average cost + product (if applicable)

Micro Influencer

If you’re looking for “up-and-coming” influencers with a more engaged audience micro influencers may be the perfect fit. While their audiences are smaller, these influencers have an audience large enough to be considered an influencer yet small enough to answer private fan messages or comments on all their posts. These influencers have:

  • 1,000 – 100,000 Followers
  • Smaller, more engaged audience; considered “thought leader” or expert on something
  • $50 – $2,500/post average cost + product (if applicable)

Nano Influencer

While their following size may not warrant the “influencer” label, these established personalities are more-than-likely trusted voices within their local communities. If you’re running a very geo-targeted or community-specific campaign (think voter registration or local political campaigns), these influencers may be willing to work for as little as a cup of coffee! These influencers have:

  • 100 – 1,000 Followers
  • Local community or geo-located influence
  • Free – $50/average post + product (if applicable)
  • Influence within their local community; trusted local leader

If you’re looking for more in-depth data on average influencer costs by platform, followers, etc. click here to view an article by WebFx.

Managing Influencers

Now that you’ve narrowed down what type of influencer you’ll be looking to partner with it’s time to get organized. It’s easy to think working with influencers is as simple as a few DM’s, but you’ll need to keep track of everything including communications, tracking (if affiliate links are involved), contracts, and payments.

Influencers – especially those with a larger following – are sometimes difficult to communicate with and keep track of. Depending on their size you may be communicating directly with their agent instead of the influencer themselves. Keeping record of emails you’ve sent or DM’s you’ve exchanged may be critical when outlining expectations and deadlines for partnerships; this is especially important if you’re working with them on something like a timed product release.

Here’s are a few simple (and free!) spreadsheet templates that you can download if you’re just starting out with a handful of smaller influencers:

There will eventually be a time where managing spreadsheets of influencers will get a little too exhausting. There are a large handful of companies that specialize in influencer marketing that have built platforms designed to help keep you organized including automatically tracking messaging, drafting contracts, managing payments, and even helping you find influencers based on certain interests! Here’s a few options to help get your search started:

Communicating with Influencers

With a list of potential influencers picked out and a tracking sheet (or software) by your side there’s only one thing left to do: start sending some DMs! Think of it as “professional speed dating”: introduce yourself, your company, your product, and that you’re interested in a potential partnership. If they’re interested, conversation will naturally progress into different things such as:

  • Their cost for posts, stories, videos, etc.
  • TImelines and how long they need to put together a post (some keep a schedule!)
  • Shipping address for product
  • If they require a script/talking points for their posts
  • When they should post (If it’s a timed product release what’s the “all clear” date?)
  • General expectations (Can they swear? Where should the post be taken? What platforms should they post?)

The most important thing to remember is to keep the conversation as natural as possible; think of the conversation as person-to-person and not brand-to-person. For an influencer their social media presence is their business so it’s important to respect their feedback and input. An influencer may want to put a personal spin on the script you give them so it resonates better with their audience – take their feedback into account unless you’re under strict guidelines!

In Summary

Working with influencers can be an extremely cost-effective (and fun!) way to market your business, product, or event. There’s nothing cooler than seeing your product in the hands of people all over the internet! However – just like with any marketing method – there will be hiccups. Be patient as you learn, start small, and have fun with it!

If you’re looking for some extra help managing your influencer campaigns, please feel free to reach out to me at jonathan@strupek-b514f8.ingress-earth.ewp.live and I’d be more-than-happy to put together a custom, affordable package to help kick things off! We’ll walk through the steps together and get you all the tools you need to continue on.

Happy Influencing!