How to Partner with an Influencer as an Indie Brand or Startup Company | 5+ Tips!!

Influencer marketing works. I see a lot of debate about it in Facebook groups and on Twitter. I’ve found that negativity around influencer marketing is usually rooted in jealousy (“How dare women make 6 figures while taking photos of themselves in Greece?!”) or happens because a brand tried to half-ass (or 10% ass) influencer marketing, and it didn’t work.

I’ve seen influencers move jaw dropping amounts of product. But influencer marketing only works if you know what you’re doing. SO, to help educate folks, I’m sharing this post on mistakes I see in the influencer space.

Background: I’m an influencer marketing consultant (mostly in retail and ecommerce, with some startup brands) and queer lifestyle blogger over at The Huntswoman. I also coach influencers on how to pitch and land brand sponsorships. I spend a LOT of time on this topic.

Mistake #1: Expecting 100% of Influencers to Post After Receiving **FREE** Product

Every blogger has what I call the “Gifted Closet.” It’s full of product that brands have sent bloggers to “try out.” Many of these brands make an erroneous assumption that a blogger will create content around product, because it’s free!

And while some bloggers do review every product they get, most bloggers aren’t going to create high quality content on anything that costs less than $150 USD.

The reason? It takes time to create content!!! If you’re sending something that’s $20, it’s cheaper for me to just buy it — rather than promo it.

I roll my eyes when a brand says, “Influencer marketing doesn’t work!!” when they’ve only sent free product.

There are ways to gift product effectively, but it does require thought out and specific strategy.

As a brand, at minimum you need:

• Agreed platform they’ll post on
• The date they’ll post by
• Agreement to tag the brand

If your product is over $150 in value, be sure to get a contract in place!!

If you want creative control over images or direction, that’s a paid campaign!

Mistake #2: Failing to Work with Diverse Influencers

Beauty standards exist, and you can REALLY see them when it comes to some influencers getting a LOT of press. Thin, cisgender, white and blonde influencers seem to get a great deal more attention in press than others.

Here’s the thing, though. There are brilliant creatives out there who don’t fit this “ideal,” who have engaged audiences. (And, real talk: The sort of “Barbie” influencers charge a LOT more, because brands are breaking down their door.)

This isn’t to hate on beautiful blonde people, I count some of these influencers as my clients and BFFs. However, I’m gonna be candid! Not all of your customers are white skinny people (hopefully!), and your influencers shouldn’t be either.

I understand aspirational marketing, but you will need to interrogate your definition of what “aspirational” is. Influener marketing works largely because it has provided a way for everyday folks to see themselves in high quality media.

Make sure to work with influencers, seeking out:

• LGBTQ+ influencers (not just white gay men)
• Size/body diverse (plus size bloggers ftw!)
• Racially diverse
• Accessibility (wheelchair users, etc)
• Age (not everyone is 25!)

I make it a point to divide influencer budget amongst genders and “non-white” influencers. This helps me make sure my brand clients are truly putting our money where our mouth is! From there, we can then be sure to include other groups.

Mistake #3: Focusing on Instagram

I love the gram. Truly, I do. The high quality visual content can be utilized elsewhere (woo ads — if you have usage rights), but Instagram is NOT the end all be all. Instagram posts don’t show up in Google search.

It is incredibly important for smaller brands to get blog posts and YouTube videos, specifically with something like, “[Brand Name] Product Review” in the title. Then, when customers Google your products to see reviews, they find these posts.

Mistake #4: Expecting Duplicatable Results

Some influencer campaigns KILL IT, bringing 20x ROAS.

Brands will get excited about this, and think if they go partner with 10 more influencers with the same results.

Influencer marketing is just like any other time of advertising. You’re gonna A/B test, and you’ll get results on an ad set that totally rock your world. Other times, an ad campaign will freaking BOMB.

Know how to vet an influencer’s following, ask for results from past campaigns, etc. Do not expect results to be duplicatable between different influencers.

Looking for help with influencer marketing?

Do you need help partnering with influencers, but you can’t afford an influencer marketing platform like Apex or AspireIQ? Looking to DIY with intelligence and good strategy? You can book a one-off call to go over your influencer strategy, or buy a package wherein I act as your brand rep with influencers. Drop me a line here to discuss!

BONUS: I have an ebook! “How to Become an Influencer”

I wrote this 18,000+ word ebook to teach all of the stuff I wish I had known! While this is written for influencers, I think this would be a super valuable ebook for brands who wish to better understand influencer marketing and how it works! I spent over 50 hours putting this ebook together!

Check it out here!