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Influencer Marketing

Partnering with influential individuals to promote products to their audience.

Definition

Influencer marketing leverages individuals with large or engaged followings to promote products.

Influencer Tiers

  • Mega: 1M+ followers
  • Macro: 100K-1M
  • Micro: 10K-100K
  • Nano: 1K-10K

Related

Why It Matters

Influencer marketing leverages creators' trusted relationships with their audiences to promote your brand. When done right, it drives authentic awareness, high-quality UGC content for your paid campaigns, and sales from audiences that traditional ads struggle to reach. It's especially powerful on TikTok and Instagram.

Examples

  • •A micro-influencer (10K-50K followers) creating a product review video you repurpose as a paid ad
  • •A brand ambassador program where loyal customers create ongoing content for an affiliate commission
  • •A TikTok creator partnership that generates both organic reach and whitelisted ad content

Common Mistakes

  • ✕Choosing influencers based on follower count rather than engagement rate and audience relevance
  • ✕Over-scripting influencer content so it feels like an ad instead of authentic content
  • ✕Not negotiating usage rights to repurpose influencer content as paid ads — that's where the real ROI is
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