Influencer marketing

Influencer marketing is a type of marketing where an influential person promotes your products or services.

An influencer can be a traditional celebrity (such as an actor or singer) or an online personality who creates content on platforms like YouTube, Instagram, TikTok, Facebook, or LinkedIn.

The term “influencer” comes from the word “influence.” These individuals shape opinions, inspire their audience, and can motivate them to make a purchase.

What does an influencer actually do? They typically share their life authentically, entertain their audience, and build a loyal following. When the connection with their audience is strong enough, brands often collaborate with them through paid partnerships to promote their products.

❔How to start working with influencers

Instead of reaching out to influencers in bulk, take the time to carefully select them. Look at what they create, how they work with their audience, and whether a collaboration with you (and your product) makes sense.

If it does, reach out. Remember, they’re just people, so keep your message human and authentic. Highlight why you chose them and how the collaboration can benefit both sides.

Also keep in mind that influencers are often busy and may not respond right away.

🔎 Where to find influencers

Check out the influencer table and choose the right fit for you.

You can also search directly on social media or get inspiration from your clients. See which influencers they follow and what content they engage with.

Another option is to use various marketing tools that work with influencers.

📆 When to include influencers in your campaigns

Whenever you want to reach a larger audience and your product or service is a good fit for the influencer and their audience.

💰 How much do influencer campaigns cost

You can work with smaller influencers through barter (a value exchange – they promote your product or service in return for what you offer). For campaigns with larger influencers, you’ll typically need to pay. Prices vary, but a rough benchmark can start from cost per impression.

Just keep in mind that even in barter collaborations, you should handle invoicing properly. The influencer should report the value of what they receive as part of their income.

✨ What matters more than price and reach

What matters most is the influencer’s affinity with their audience. In simple terms, how strong and close their relationship is, and whether their followers truly trust and listen to them.

Affinity is usually much higher with smaller influencers. When they have a focused community with a shared interest or life situation, their influence is often stronger than that of influencers with hundreds of thousands of followers across broad audiences.

In your campaigns, you can use both. If your goal is to build brand awareness, larger influencers can help you reach more people, even with lower affinity.

But if your goal is to drive sales, smaller influencers who genuinely recommend your product are often the better choice.

💯How to get the most out of influencer campaigns

Carefully evaluate whether the influencer is a good fit for your product and whether their audience matches your ideal customers. If it aligns, move forward and agree on clear terms.

I also recommend agreeing on different types of content. For example, short-lived content like 24-hour stories often isn’t enough on its own.

It’s a good idea to agree that you can reuse the influencer’s content – for example, share it on your own channels, use it in ads, or feature it on your website or e-shop.

A strong strategy is to give the influencer a unique discount code for their audience. This can boost immediate sales and help you measure results, sometimes even covering your entire investment.

More tips

• Have a clear agreement with the influencer. It doesn’t have to be overly complex, but make sure you both understand what you’ll get and what you’ll provide in return.

• Evaluate the results of your influencer campaign so you know whether the collaboration paid off. The main goal is revenue but also new followers, leads for your database, and increased brand awareness.

Google Analytics is an ideal tool for measuring results. (If you’re not very familiar with it, check out the articles.

• Include influencer marketing in your overall marketing mix and use it to support your other campaigns.

Got questions about influencer marketing? Reach out, I’ll be happy to help.