What we now call influencer marketing once meant big corporations paying millions for celebrity endorsements. However, the rise of online influencers, especially on Instagram and TikTok, has changed the game. Brands no longer need to secure complex deals with Hollywood stars for successful campaigns. Influencer marketing, while it might seem daunting, is more accessible than ever.

For every high-maintenance celebrity, there are hundreds of approachable influencers with genuine audience connections. These influencers thrive on recommending products and services they believe to their followers.

Social media has leveled the playing field for small and medium-sized businesses, enabling them to compete with global giants. Partnering with influencers is a strategic way to maximize your marketing budget. Google reports that 70% of teens trust social media stars and influencers more than traditional celebrities like actors and singers. Additionally, 92% of people trust niche influencers over A-list celebrities for product recommendations, and research from IZEA shows that 46% of social media users have purchased products promoted by influencers.

Unlike aspirational figures, influencers offer down-to-earth, relatable advice. By integrating your business into this advice, you reach an audience that is genuinely listening. According to Viral Nation, businesses can generate $5.20 in revenue for every dollar invested in influencer marketing. Social media has democratized influence, allowing anyone—from a local bar reviewer on Instagram to a new mom sharing her parenting journey—to become a trusted voice.

Trust is the cornerstone of influencer marketing. Influencers are seen as relatable experts, with 62% of social media users trusting them over celebrities. If your audience trusts an influencer, they will likely trust your brand too.

For instance, micro-influencer Tabitha Warley uses her TakeHeartUK profile to share honest, uplifting content, leading to successful collaborations with brands like Pour Moi and others.

However, if you’re paying a YouTube influencer $3000 per video but only making $50 in return, it’s clear a change is needed. Finding the right influencers is the first step.

Where to Start?

With so much information to sift through, it can be overwhelming, especially if you’re among the 7% of marketers who have never used an influencer. That’s where we can help. We’ve created a straightforward guide to working with influencers using Brandwatch’s powerful Influence tool.

Brandwatch Influence allows you to discover online influencers, initiate contact, manage relationships, and oversee campaigns—all in one solution. Learn how to structure an influencer campaign, connect with over 30 million global creators, identify the right influencers, and manage agreements seamlessly.

Additionally, you can integrate Influence with our other tools—such as audience listening, publishing guidance, and advertising—to develop a comprehensive marketing strategy centered around influencers. If you’ve struggled to understand or work with influencers effectively, our guide will walk you through managing influencer marketing projects and generating ROI reports efficiently.

Our practical guide includes:

1. Finding an Influencer
2. Managing the Partnership
3. Measuring the Results

Let’s begin with how to find the right influencer:

Do Your Homework

Influencers with follower counts between 10,000 and 100,000 offer the optimal mix of engagement and reach.

The first step is to define what you need from this collaboration clearly. While it might seem obvious, it’s a crucial step that shouldn’t be overlooked. By setting your marketing objectives, you can conduct more effective research and identify the right influencers to achieve those goals, rather than wasting resources on an unfocused campaign.

This clarity is essential because accountability is significantly higher when working with influencers. Simply hoping for the best won’t cut it, and different team members might have varying perspectives on the campaign’s goals. Ensure everyone is aligned on these objectives from the outset. Once these objectives are established, you can more effectively identify suitable influencers and relevant metrics.

Influencers can help achieve various marketing outcomes, such as:

• Increased sales
• Enhanced brand reputation
• Rebranding efforts
• Increased engagement
• Higher web traffic
• Growth in social media following

Like any marketing campaign, start by defining measurable goals.

When developing your key objectives (aim for 3-5), ensure they meet the SMART criteria: Specific, Measurable, Accurate, Relevant, and Time-bound.

The Table of Contents of “The Waffle-Free Guide to Influencer Marketing“:

• Introduction
• Where to start?
• Do your homework
• Take your pick
• How to structure an agreement
• Fine-tune your research
• Use Brandwatch’s Influence platform to keep up-to-date
• 360° monitoring
• Track your KPIs
• How to manage over a longer period
• Experience the social suite of the future

Pricing: 

• Free