presentation influencer marketing

Influencer marketing strategy presentation: Crafting a winning pitch

Craft an impactful influencer marketing strategy presentation with our expert tips. Learn how to use PowerPoint templates and slides

Raja Bothra

Building presentations

Marketing enthusiasts! If you're as buzzed about influencer marketing as the rest of us are, then you're in for a treat. Think influencer marketing is just about taking a few selfies and posting them on Instagram? Think again.

We’re diving deep into how to create an influencer marketing strategy presentation that’s a game-changer. So, grab a cup of coffee (or green tea, if that’s more your vibe), and let’s get started!

The influencer industry is booming and for a good reason.

But how do you structure an influencer marketing campaign? More importantly, how do you present it? This blog will guide you through the A to Z of creating a compelling influencer marketing strategy presentation.

Why is it so important?

• Get your marketing team on the same page.
• Convince stakeholders of your vision.
• Keep track of KPIs and metrics effectively.

Ready to win big with your influencer marketing strategy? Let’s get rolling.

What is an influencer marketing strategy?

An influencer marketing strategy involves partnering with influencers to promote products and services, building brand awareness, and reaching new audiences. In other words, it's not just about finding an influencer; it’s about finding the right influencer for your brand. The concept revolves around using an influencer's social following to drive traffic and sales.

Why is it a big deal?

Traditional marketing methods have become white noise in this bustling space. Enter influencer marketing: a bridge between genuine connection and commercial intent. Influencers, with their cultivated trust and niche audiences, offer brands an authentic avenue to relay their message, making the process feel less like advertising and more like a trusted recommendation.

• Social Proof : People trust influencers.
• Target Market : Influencers can help you reach your specific target audience.
• Brand Awareness : Your brand gets introduced to new audiences.
• ROI : High return on investment compared to traditional marketing methods.

If influencer marketing sounds like a match made in heaven for your brand, then you'll need a killer presentation to get everyone else on board.

Why create a presentation for your influencer marketing strategy?

Creating a PowerPoint presentation or, dare we say, a strategy ppt, helps in structuring your thoughts.

It's not enough to say you want to work with influencers; you need a roadmap. A well-prepared presentation serves as a compass for your marketing team, pointing everyone in the same direction.

• Alignment with Marketing Goals : A presentation helps in setting and tracking specific campaign goals.
• Data-Driven Decisions : Use graphs and metrics like engagement rate to present a data-driven approach.
• Stakeholder Buy-In : This makes it easier to explain the ROI and get the nod from decision-makers.

After all, clarity and precision are crucial. A presentation can distill the essence of your influencer marketing strategy, making it palatable for everyone, from novices to veterans. It's not merely a slideshow but a strategic narrative. When tailored right, this narrative can be a powerful tool in rallying your team, securing resources, and ensuring that your influencer marketing campaign doesn't just launch but soars.

KPIs and metrics to add in influencer marketing strategy presentation

One cannot underscore enough the value of KPIs and metrics. They are the signposts, the guiding lights that ensure you're on the right path, and let's face it, not spiraling down a marketing black hole. Remember, it’s not just about getting the influencer on board; it's about how their efforts translate into tangible results. Let’s break it down further:

• Reach: This is the total number of people who saw your campaign content. It can be measured by looking at impressions, which is the number of times your content was displayed.
• Engagement rate: This metric measures how interactive your audience is with your content. It can be calculated by dividing the total number of engagements (likes, comments, shares, etc.) by the total reach and multiplying by 100.
• Click-through rate (CTR): This metric measures the percentage of people who saw your content and clicked on a link. It can be calculated by dividing the number of clicks by the total reach and multiplying by 100.
• Conversion rate: This metric measures the percentage of people who clicked on a link and took a desired action, such as signing up for your newsletter or making a purchase. It can be calculated by dividing the number of conversions by the number of clicks and multiplying by 100.
• Return on investment (ROI): This metric measures the overall financial success of your campaign. It can be calculated by subtracting the total cost of the campaign from the total revenue generated and dividing by the total cost.

In addition to these general KPIs, you may also want to track specific metrics that are relevant to your specific campaign goals. For example, if your goal is to increase brand awareness, you may want to track metrics such as social mentions and website traffic. If your goal is to drive sales, you may want to track metrics such as leads generated and revenue.

Using platforms like Prezent can save you 70% of the time you’d otherwise spend making these detailed slides.

How to structure an effective influencer marketing strategy presentation

Influencer marketing continues to redefine the boundaries of brand engagement and consumer trust. So, if you're gearing up to present an influencer marketing strategy that's bound to impress, it's essential to get the structure just right. Here's a comprehensive roadmap for your influencer marketing strategy presentation, ensuring you cover all bases:

• Start with an Introduction Slide: Kick things off by setting the tone. Introduce what influencer marketing is and underscore its importance, elucidating how it dovetails with the brand's overarching objectives. It’s your elevator pitch, so make sure it’s compelling.
• Agenda: Before delving deep, give your audience a bird's eye view of the presentation's flow. An agenda slide helps in setting the context, letting attendees know what to expect, and ensuring that your presentation is seamlessly structured.
• Campaign Objectives: It's essential to establish a clear "why" for your strategy. Define explicitly what you hope to achieve with this influencer marketing endeavor. It could range from bolstering brand awareness to ramping up lead generation or even driving up sales.
• Audience: Before you decide on influencers and channels, you must understand who you're speaking to. Delve into the demographics, preferences, and behaviors of your target audience. By understanding them, you're in a better position to create content that resonates.
• Influencers and Channels: It's all about the "who" and the "where" now. Discuss how you plan to zero in on influencers that align with your brand ethos. Will it be a mega-celebrity or a micro-influencer with a niche following? Also, highlight the platforms you'll leverage, be it TikTok, Instagram, or any emerging platform du jour.
• Budget and Timeline: Every strategy has its price. Delve into the monetary aspects of the campaign, charting out the expected costs. Furthermore, shed light on the anticipated timeframes, ensuring stakeholders have clear expectations.
• KPIs and Monitoring: Because what gets measured gets managed! Lay out the key performance indicators that will help gauge the campaign's efficacy. Be explicit about how you intend to keep tabs on these metrics, ensuring transparency and clarity.
• Q&A Slide: End on an interactive note. Invite queries, feedback, and suggestions. This not only fosters engagement but also showcases your commitment to collaboration and openness.

With Prezent, you can make use of 50+ storylines and 35,000+ slides to structure your influencer marketing strategy PowerPoint presentation. Prezent ensures 100% brand compliance and even offers real-time sharing and collaboration.

Do’s and don’ts of an influencer marketing strategy presentation

To ensure your influencer marketing strategy presentation paints the perfect picture for your stakeholders, there are certain practices you should embrace and pitfalls you should avoid. Let's dive into the essential do's and don'ts.

• Use plain language and avoid jargon
• Focus on presenting your brand in the best light
• Use a PowerPoint template or Prezent's brand-approved designs for a professional look
• Don't skip on KPIs and metrics.
• Don't rush through the slides.
• Don't forget to include a strategy across multiple platforms.

Influencer Marketing vs. Affiliate Marketing: Which is Right for My Brand?

Influencer marketing and affiliate marketing are distinct strategies with their own advantages and use cases:

Influencer Marketing:

• Nature: Influencer marketing relies on collaborating with individuals or social media influencers who have a loyal and engaged following.
• Focus: It emphasizes building brand awareness, reaching specific target audiences, and leveraging the influencer's credibility and trust.
• Content: The focus is on creating authentic and engaging content that resonates with the influencer's audience.
• Cost Structure: Typically involves paying influencers upfront or based on performance metrics, such as engagement or reach.

Affiliate Marketing:

• Nature: Affiliate marketing involves partnerships with affiliates or publishers who promote your products or services through unique tracking links.
• Focus: It primarily aims to drive conversions, such as sales or leads, and rewards affiliates with commissions for successful conversions.
• Content: The emphasis is on providing affiliates with promotional materials (banners, links, etc.) for their marketing efforts.
• Cost Structure: You pay affiliates based on their performance; commissions are earned when their referrals make a purchase or take a desired action.

To determine which strategy suits your brand best, consider your marketing goals and target audience.

• Choose Influencer Marketing if your primary goal is to build brand awareness, connect with a specific niche audience, and leverage the influencer's authenticity and storytelling ability.
• Opt for Affiliate Marketing if your primary objective is to drive conversions, track sales or leads meticulously, and reward partners based on performance.

In some cases, a hybrid approach that combines elements of both strategies may be the most effective solution. Ultimately, the choice depends on your brand's specific objectives, resources, and the type of relationship you want to establish with your marketing partners.

If you're interested in exploring the legitimacy of affiliate marketing, you can read more about it in this article: Is Affiliate Marketing Legit .

Summarizing Key Takeaways

Creating a successful influencer marketing strategy presentation hinges on four crucial elements.

• Firstly, it's essential to define clear campaign objectives that align with your brand's goals.
• Secondly, selecting influencers whose values resonate with your brand is paramount.
• Thirdly, tracking relevant KPIs and metrics allows you to measure the campaign's success.
• Lastly, leveraging presentation tools for efficiency and collaboration can significantly enhance your strategy's effectiveness.

These components form the foundation for a compelling and impactful presentation.

1. Why should I consider a marketing PowerPoint for my influencer strategy?

When diving into influencer marketing, there’s a lot to organize. A comprehensive marketing PowerPoint can help you present your influencer strategy in a coherent way. With the right marketing strategy PowerPoint presentation slides, you can map out what you want to achieve, be it better brand awareness or maximum leads. Such a strategy template provides a framework, ensuring you adhere to brand guidelines while pushing your brand through various social media platforms. Furthermore, it aids in content creation, letting you highlight the kind of content that resonates with your buyer’s persona.

2. How do I ensure the success of my influencer campaign with the right content?

The success of your influencer campaign hinges on authentic content. This means understanding what influencers, especially micro-influencers targeting millennials, find compelling. Content is essential; whether it's sponsored content, guest posting, or related content that influencers retweet. It’s a blend of word-of-mouth marketing and the modern digital touch. Remember, influencers know their audience. By having a clear influencer contract outlining content guidelines and considering the psychographics of your target audience, you can ensure a consistent and compelling content strategy.

3. What are the key elements in running an effective influencer marketing campaign?

To run influencer marketing efficiently, first, understand how influencer marketing works. It's essential to find influencers who align with your product or service, ensuring your campaign resonates with the intended audience. Many influencers also focus on specific niches, so it's about leveraging their expertise for your brand's benefit.

Create Your Influencer Marketing Strategy Presentation with Prezent

In the world of influencer marketing, presentation is half the battle. Why not make life easier with Prezent ?

With its library of 35,000+ slides and real-time sharing, you can ensure your influencer marketing strategy presentation is top-notch. To get your presentations done overnight submit your presentation draft by 5:30 PM PST, and get it polished by 9:30 AM the next business day. Now, that’s what I call influence!

Alright, good people, this marks the end of our influencer marketing deep dive. Who knew PowerPoint could be this exciting, right? Time to slide out of here. Remember, in the world of influencer marketing, if you're not presenting well, you're not influencing well!

So go ahead, take the world by the slides—yes, I said slides, not storm, we’re marketers, not meteorologists!

Sign up for free trial or book a Demo today with Prezent!

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Jun 28, 2022

Influencer Marketing: The Ultimate Guide

• Social Media Marketing
• Digital Marketing

Written by Lyndsey Hall

As marketers, we know the value of a good influencer. Influencer marketing helps you gain reach in a targeted audience or niche and can drive campaign performance whether it’s increasing brand awareness, generating leads or boosting sales.

Working with an online content creator means your brand can benefit from their creativity and authenticity. Influencers are creative individuals with a skill for making content that their audience will love, and their voices can be valuable to your brand.

It can also allow you to gain traction on platforms where you may not yet have a presence; creators on TikTok for example are experts at making promotional content that fits in seamlessly with their organic content and entertains their audience.

But influencer marketing can be tricky. It’s not just about finding someone with a lot of followers, it’s about finding the right influencer and making the most of that collaboration. Ultimately, it’s about being clever with your influencer marketing strategy from the start.

This influencer marketing guide offers everything you need to identify influencers, conduct outreach, plan effective collaborations, and much more.

What is influencer marketing?

Let’s start at the beginning, what is the definition of influencer marketing? In a nutshell, influencer marketing is about product placement or endorsement on social media networks through an influencer (a person with a social following and deemed an expert in a certain area).

Just think about the influencer superstars in this realm - the Kardashians who smash social media on a regular basis .

In this blog, we’ll explore these topics to help your influencer marketing strategy succeed:

• Current Influencer Marketing Statistics

Types of Influencers

• Do’s and Dont’s of Influencer Marketing

Types of Influencer Collaborations

How to build an effective influencer marketing campaign.

• Top Influencer Marketing Tools

Watch our Team Talk video to find out how influencer marketing is changing the game:

Join for FREE to access this video

Influencer Marketing Statistics 2022

By 2025, there will be over 4 billion social media users globally according to Statista data . That’s a huge amount of people active across social networks with an appetite for content. So what networks are they active on?

Let’s dig into some influencer marketing statistics to give you an idea of how you can capitalize on this growing social media usage.

• The influencer marketing industry is set to grow to approximately $16.4 billion in 2022 - Influencer Marketing Benchmark Report
• 71% of marketers planning to increase their budgets in the next 12 months with the majority preferring to work with micro-influencers - Linqi
• Businesses can earn $5.78 for each dollar spent on influencers, with some seeing as much as $18 - Influencer Marketing Benchmark Report
• In 2021, 91 percent of sponsored post engagements were with micro-influencers - Digital Information World
• Cross-channel campaigns are increasing as more people use an average of 6.6 social media platforms, so brands should use influencers that specialize in the channels that matter to them - Backlinko

Check out our blog ‘20 Influencer Marketing Statistics that Will Surprise You’ for more insights.

There’s more than just one category of influencers, and they all offer different exposure opportunities.

Working with any of them can turbo charge your marketing campaign by dramatically increasing the reach of your messaging. However, you need to ensure you choose the right type of influencer. Let’s look at the different categories:

Influencers can give your brand sparkle and credibility that you might struggle to build on your own. However, be sure to choose the right influencers for your brand.

Influencer Marketing Do’s and Don'ts

There are a few top tips you should think about for your influencer marketing campaigns - otherwise known as your influencer marketing do’s and don’ts checklist! 

• DO re-share and re-purpose

As your collaboration takes off, make sure you amplify it by resharing and cross-posting the content on all of your social channels. And make sure you have a conversation with the influencer about opportunities to repurpose the content they create; for example, you may use a TikTok post created by an influencer as advertising content.

• DO build relationships

While it can be tempting to hop from one influencer to the next, building relationships with individual influencers is hugely valuable. Returning to specific influencers for multiple campaigns helps them be even more authentic when talking about your brand, and builds on brand awareness among their audience.

• DO be present on their channels

Before reaching out to an influencer, don’t be afraid to actively engage with their content and show your support. While the collaboration is running, be present and active on their channels, and keep it going after the collaboration has ended.

• DON’T be a control freak

It’s important to not be overly prescriptive or controlling when working with an influencer. It is, after alll, a collaboration and you should be making the most of their creativity, originality, and connection to their audience. While a detailed brief is useful and script approval can be arranged, allow the influencer to contribute ideas and take the lead on things like content scheduling and release details.

• DON’T be vague when reaching out

When sending your first outreach email to an influencer, don’t be vague or impersonal. Be very clear about who you, your organization and/or your product are. And don’t forget to state what you like about their content, why you think they would be a good fit for your brand, or call out specific work you admire.

• DON’T be coy about your KPIs

You should have a clear idea of your KPIs for your influencer collaboration, and be upfront about them. Be clear about what analytics or stats you expect to be delivered at the end of the campaign. Influencers often provide a general set of analytics, but it’s always worth stating exactly which metrics you want to see from the outset. Our ‘Targets and KPIs toolkit’ can help you develop metrics if you need guidance.

Influencer red flags

There are some negatives to watch out for when it comes to choosing an influencer so make sure you are aware of these red flags at the research stage:

• Imagery: No profile image or use of stock photos
• Username: Unusual or offensive usernames
• Profile: Private or anonymous profiles
• Followers: Influencer follows more people than follow them
• Bio: Templated or copied bio
• Website: No link to a website
• Content: Little or no original content
• Recency: The profile is very new

There are multiple ways for a brand or organization to engage and collaborate with an influencer. Here are some ideas.

1. Event coverage

Event marketing is a perfect opportunity to engage influencers. If your event is aimed at people in a particular location or with specific interests, influencers who operate within those areas or niches are ideal for getting your event in front of your target audience.

Get them on board early to build up excitement, and allow them to conduct live coverage on the day. Here are some tips for making your virtual event a success if this is something you’re thinking about. One example is TikTok movie guy Straw Hat Goofy .

49 percent of consumers depend on influencer recommendations , and gifting is your opportunity to capitalize on this. Gifting involves seeking brand exposure for the price of your product or service. Send a sample or offer them a free experience, and include information about you and your product to make it easy for them to promote you. An example here is Irish influencer James Kavanagh .

A video collaboration could involve engaging an influencer to star in a campaign video or video series. Video content can be easily repurposed and re-distributed and you can make quality videos without hiring a professional , like the Joy of Clean account .

4. Giveaway

If you are planning a giveaway, you could engage an influencer to host the giveaway for you on their platforms, creating the visual to promote the giveaway and driving their audience to your profile.

See the example below from Twitch streamer , YouTuber and professional gamer Ninja with computer hardware manufacturer, NZXT.

5. Takeovers

This involves engaging an influencer to ‘take over’ your social channels for a period of time, allowing them to post content directly to your story, or host a live video. Make sure you and the influencer promote the takeover in advance and they cross-promote on their channels on the day. The example below is a takeover of Goop by Dr Shauna Shapiro .

6. Signal boosting

This is an example of a short-term activation that’s particularly great if you have a timely message, charitable cause or social issue you want to boost, like a new helpline or a charity event. For this initiative, it works to contact a targeted list of influencers of various sizes, ask them to boost your message and give them options – this could be as simple as sharing your post to their story.

A great example is the National Adult Literacy Agency in the UK which used Instagram influencers to promote its free distance learning services .

If you work in this sector, listen to our podcast ‘Marketing for Nonprofits’ to find out more.

So, now that you know more about influencer marketing, how do you build an influencer marketing campaign? Here are some important steps to help you plan:

1. Set your goals and KPIs

Before you kick off any influencer campaign you need to nail down your goals or KPIs for the campaign. Are you looking to raise brand awareness, promote a new product or drive leads?

2. Confirm your budget

At this stage, you need to confirm the budget you will need for the influencer to promote your brand or product. The costs vary depending on the influencer, network and scope of the campaign. Use this media budget planner to keep track. 

3. Choose your network

Make sure you choose the right platform for your audience, sector and campaign type. Is it video content you’re creating, a blog article or imagery? The content type will determine the platform as TikTok or Instagram are great for videos while a blog may do better on Twitter or LinkedIn. 

4. Find your influencer

Choosing the right influencer is essential and there are several areas to consider:

• Audience type and quality: Are their followers the ideal target audience you are trying to reach or engage?
• Preferred social network: What social channels do they use effectively? How are these channels used by your audience?
• Content quality: Do they create content that aligns with your brand values?
• Authenticity : Do they appear genuine and believable when they promote products?
• Brand personality: Do their communication style and personality fit with your brand values?
• Engagement rates and frequency: How much engagement do they typically get from their following? How often will they feature your product? How often do they publish new content?
• Fees: How do they prefer to be paid (CPA commission, CPC traffic, or flat fees)? Does this work for your budget or goals?

5. Reach out to an influencer

Once you have identified suitable influencers, make contact with them. You can do this via a ‘reach out’ email or social media, but be open, friendly, and honest about what you want and tell them a little about you and your brand.  Don’t be afraid to include detailed information that will grab their attention and let them know if the collaboration is of interest to them. Once they are engaged, you should establish fees and terms and consider a contract.     

6. Develop your campaign and share with your influencer

This is the fun part as you get to share the campaign assets with your chosen influencer and see what happens online! Make sure to use tracking parameters and relevant hashtags you can monitor and set a timeframe.

7. Monitor performance

With your KPIs and goals in place, you can monitor campaign performance. This can be done on the social platform and also on your website through Google Analytics or your CRM. Your influencer should also be responsible for providing data on performance.    

There are some useful influencer marketing tools out there that can help in your campaign strategy. These include platforms that can automate influencer discovery,  influencer outreach and even run entire campaigns.

Let’s look at the best influencer marketing tools by category so you know which ones can help at various stages.

Social listening tools

Meltwater provides a social media monitoring and engagement software that uses AI-driven analytics to examine millions of posts from social media networks, blogs and news sites to find the content of interest to you and your brand.

Talkwalker offers social listening and also provides visual recognition analysis so it can track imagery and find influencers on platforms like Instagram or Snapchat.

Influencer discovery tools

Upfluence uses software that indexes and updates influencer profiles in real-time and analyzes all their content for reach and engagement. Its Live Capture tool finds the best influencers for your brand.

Followerwonk focuses on Twitter and can help you search profiles, compare accounts, breakout followers and contrast your relationships to find the perfect influencers.

All-in-one influencer platforms

Grin is the all-in-one creator management platform that helps brands build partnerships. It helps discover influencers, reach out and nurture relationships and report and analyze campaigns.

Maverck has platform that finds relevant influencers, manages the campaign and reports on performance. Its ‘Influencer Index’ lists millions of macro and micro-influencers around the globe and across all major social platforms.

Tip: As the network of choice for many influencers, it’s important to know the top influencer marketing tools for Instagram. Grin, Maverck, and Upfluence all track the platform while Aspire focuses on influencer discovery but recently added a feature to track Instagram Stories.

Download our influencer tracker tool to create and manage a list of relevant influencers and check out what tools you should use in your digital marketing .

Looking to Create Successful Influencer Campaigns?

When we think of influencers, we naturally think of social media. So, it’s important to understand how to leverage social networks in your campaigns to meet business goals. DMI’s Professional Diploma in Social Media Marketing will help you understand how to conduct social research, create engaging social content and use affiliate marketing and social commerce. You’ll also learn the ins and outs of all the key social networks - Facebook, Twitter, TikTok, Instagram, and YouTube amongst others.  

Download our Influencer Brief Checklist

We've created a comprehensive influencer brief checklist and template to help you a handy list of what to include when approaching an influencer. From agreeing on deliverables, key messages and timing, to content uses and reporting.

DOWNLOAD HERE  

• Influencer Tracker Tool
• 20 Surprising Influencer Marketing Statistics
• Podcast: Influencer Marketing Today
• Team Talk: How Influencer Marketing is Changing the Game
• How to Become a Social Media Influencer and Make Money
• How to Develop a Social Media Strategy That Drives Brand Awareness & ROI

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With a background in digital marketing and social media management in a variety of industries, Lyndsey has experience in online campaign management, content creation and communications. Lyndsey is Social Media Manager at Piquant Media. 

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Influencer Marketing Strategy

What do you think of this template.

Product details

Influencer marketing is a way to leverage the status of an individual within your organization to boost the profile and standing of the company as a whole. Many influencers also use their status and reach to launch their own companies or consulting businesses.

Influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers–individuals who have a dedicated social following and are viewed as experts within their niche. Influencer marketing works because of the high amount of trust that social influencers have built up with their following, and recommendations from them serve as a form of social proof to your brand’s potential customers.

However, influencer marketing is not merely capitalizing on someone’s image to increase sales. More often, influencer marketing is about establishing that individual as a trusted authority in their area of expertise and defining the conversations that center around a given topic.

Social media is hands-down the easiest way to find influencers. Do a search by topic to identify conversations and see who is making their voice heard. Follow influential people, and check out who they follow. Participate in regular conversations relevant to your industry.

Before you can become an influencer, it is important to realize that advocating for a cause or subject area is not the same as being influential. You can be the world’s biggest cheerleader for content marketing, for example, but that does not necessarily make you a content marketing influencer.

Targeting influencers with your content is essential, but do not overlook the little people. The loyal blog readers who subscribe to your newsletter, retweet your tweets, and leave enthusiastic comments on your posts.

Influencer marketing is a powerful tool in today’s highly competitive marketing world. Unfortunately, there is no one-size-fits-all approach to influencer marketing. You have to be willing to try new things and see what works and what does not in your specific niche.

First of all, this template will be useful for marketers when developing a strategy for promoting a new product. You can use the slides in this template to provide data on one of the directions for promoting a new product. You can also describe the main stages of your marketing strategy.

Advertising professionals can use the slides from this template when preparing advertising campaigns. For example, you can use the third slide of this template to compare the benefits across each type of social media such as Twitter, Linkedin, Instagram, Facebook, YouTube.

University professors can use the slides from this template to prepare their courses on marketing or social media in business.

Influencer Marketing Strategy is a professional and modern template that contains five stylish and fully editable slides. If necessary, you can change all the elements of the slide in accordance with your corporate requirements. This template will be useful for company executives, project managers, department heads and marketers. The Influencer Marketing Strategy Template will update your old marketing presentations and be a worthy addition to your collection of professional presentations.

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The 2023 Guide to Influencer Marketing Strategy (hit those KPIs!)

Welcome to The Shelf’s complete guide to influencer marketing strategy . If there ever was a sort of Bible for inlfuencer marketing, this would be it. Our marketing team, account managers, and sales team worked hard to put together a virtual encyclopedia of influencer marketing campaign strategies.

Originally, this sucker was more than 10,000 words of content. But we shortened it. A little. Still, this complete-slash-ultimate-slash-A-to-Z guide to social media influencer marketing strategy covers:

• Everything a brand needs to know to justify influencer marketing spend
• Everything the Marketing Manager needs to know to get buy-in from the higher-ups
• Everything the marketing team needs to know to set up and run an influencer marketing campaign
• And everything the demand gen/paid team needs to know about optimizing a live campaign to deliver the best results

Nuff chit-chat. Let’s get started.

What You’ll Find in Our Epic Influencer Marketing Strategy Guide

Influencer marketing basics.

• What is influencer marketing?
• The benefits of influencer marketing
• Why it works so well
• How it works

Influencer Marketing Strategy

• Setting Influencer Marketing Campaign Goals
• Knowing How to Structure an Influencer Campaign and Create the Best Influencer Marketing Strategy
• Choosing the Right Social Media Platforms for Your Campaign

How to Work with Influencers

• The Different Types of Influencers
• How to Find Influencers for Your Campaign

Choosing the Right Influencer Partners

• Tips for Nailing Influencer Outreach
• Influencer Marketing Strategy Templates

Sponsored Content Best Practices

Securing content rights.

• How to Get the Best Creative Content from Your Influencer Partners
• 7 Things to Consider When Coming Up with Ideas for Your Influencer Marketing Strategy

Influencer Marketing ROI

Campaign management, which metrics should you track with an influencer campaign.

• Optimizing a Marketing Influencer Campaign for Better Influencer Marketing ROI
• What is Whitelisting and How Does it Work?
• Whitelisting vs Boosting vs Dark Posts

Reusing Influencer-Generated Content

• Optimizing a Campaign for Better Influencer Marketing ROI

Influencer Marketing Glossary & Stats

Influencer marketing definitions.

• Influencer Marketing Statistics

What is Influencer Marketing?

Influencer marketing has become an increasingly important part of the digital landscape. But what (EXACTLY) is it?

A mommy blogger speaking well of a skin cream that helps reduce the discomfort of her daughter’s eczema? Is it a celebrity endorsement? How do we define it?

How does it really affect your marketing campaigns? How do you create an influencer marketing strategy? More, how do brands translate 💗 Instagram Likes 💗 into conversions?

We’ll get into all of that in this influencer marketing strategy guide, but first, let’s start at the beginning:

That’s because influencers (or creators) are the people others follow, look up to, and keep up with for advice and inspiration – whether the topic is fashion, beauty, finance, tech, gardening, or even more niche interests like car detailing, agriculture, or spelunking!

The Benefits of Influencer Marketing

Influencer marketing is personal… Where paid ads are often thought of as non-personal marketing, influencer marketing is far more personal, and that personal touch increases sales and is the driving force behind the effectiveness of influencer campaigns. Four in ten millennials who follow influencers say they feel like social media influencers know them better than their own friends. How’s that for personal?

Influencer marketing is a more targeted approach… Influencer marketing allows brands to get in front of niched-down segments of their target audience by borrowing the goodwill of the people those audience segments already like, trust, and admire. Sixty-one percent of consumers trust the recommendations that come from micro-influencers and macro-influencers.

Influencer marketing offers strong social proof… Influencers are great at two things: creating compelling content and getting their followers to take an action. Brands that work with influencers are gaining allies who already know how to present ideas, concepts, and visuals to their audience that can get them to respond.

Influencer marketing allows for real-time results… When brands roll out influencer marketing campaigns in stages, they have the opportunity to monitor the campaign performance in real-time to allow the marketing team a chance to optimize campaigns and put more resources behind content that’s performing well. Influencer marketing is also a great way to test messaging before sending ad concepts to print or using them in PPC campaigns.

Influencer marketing is more affordable… Influencer marketing is an all-in-one solution that allows brands to go directly to social media influencers for branded content to promote their product or service, eliminating the need for a creative team whose job is to create the assets for specific campaigns.

Influencer marketing works faster… Influencer marketing has proven to be an effective tool for boosting brand lift across multiple channels. Influencer marketing strategies are a good way to drive traffic back to the brand’s website, talk-up an event, promote a new product, and assemble a catalog of creative, compelling content creation.

Why Influencer Marketing Works So Well (even though we know we’re being marketed to)

We are bombarded every single day with branded messages. Ads abound. There’s a popular stat floating around that the average person sees up to 10,000 ads a day . Well, if we’re seeing more than 5,000 ads a day, and the average person’s only getting six hours of sleep a night, that means during our 18 waking hours, we see 277 ads every hour on the hour, which is about one ad every 4.5 seconds.

For every day in 2019, about 13,560 pieces of influencer-created sponsored content went up on Instagram, according to Statista . Between 2019 and 2022, the influencer market more than doubled in size, going from $6.5B to $15B in value.

Today, nine in ten marketers say they are running or planning to run an influencer marketing strategy campaign in the near future. Influencers seem to have a finger on the pulse of social communities.

So, how do we get ANYTHING done?!!?

Two ways: Adblockers and ad blindness.

Tens of millions of people have taken deliberate steps to make sure they’re not exposed to ads by using ad blockers that are so sophisticated that they even help you skip pre-roll YouTube ads altogether. Something like 44 percent of adults who use the Internet globally also use an ad blocker.

So here’s the question: If people hate ads so much, why does influencer marketing even work on smart consumers and why do brands continue to implement social media influencer marketing strategies ?

Short answer: It’s the presentation. Influencer marketing doesn’t disrupt an Instagrammer’s experience like a TV ad interrupts an episode of The Bachelor . And believe it or not, one of the (many) reasons people go to social media in the first place is to learn about new trends, products, brands, and movements.

How Influencer Marketing Works

Influencer marketing integrates pretty seamlessly with your overall digital marketing strategy because it lets brands show up at different touchpoints along the path to purchase. The most effective and best influencer marketing strategies work across multiple platforms.

For every channel you add to your digital marketing strategy, you can improve your ROI and effectiveness by up to 35 percent, according to Analytics Partners. And studies have shown that conversions increase by at least 10 percent for brands that use influencer-generated content in the online purchase path.

Take a look at the channels identified in the graphic above. All of those channels – the subway ads, the Pinterest board, the newsletter – are access points for different types of influencers to extol the virtues of your brand, creating a kind of echo chamber all across the web.

In the previous section, we included the stat (in the pink chart) that 81 percent of millennial women say social media is the best way to reach them, making social media marketing strategies the key to success. That’s a stat to which most digital marketers would easily subscribe. Well, here are a few more of the answers given by millennial women from that same poll:

• 36 percent say websites they trust are a good way to reach them
• 35 percent say online articles 
• 35 percent say email 
• 17 percent say online video 

Let’s move on to some tactical elements of your influencer marketing campaign strategy to give you a basic understanding of how the puzzle pieces fit together. This will make it easier to understand how threading an influencer marketing strategy throughout your digital marketing activations can help you hit all the important KPIs your brand is targeting this year. (And really, after the year we’ve had, don’t we all just kinda need a win right now?)

Setting Your Influencer Marketing Campaign Strategy Goals

We totally get why some marketers and brands are still giving influencer marketing the side-eye. 😒 There’s a lot of talk about things like earned media value , brand-building, long-term value, playing the long game…

That’s all great, but aren’t you more interested in finding out what part of influencer marketing strategies lines up with ACTUAL business goals – the kind of business goals set by REAL companies? So many brands are still under the misguided notion that influencer marketing is just a brand awareness play when that’s not the case at all. For brands, the value of running an influencer marketing campaign goes far beyond just reach and Likes. 

It’s not that you can’t accomplish important business goals by learning how to create an influencer marketing strategy. We’ve run our fair share of influencer marketing campaigns to help clients get more app downloads , boost sales , and drive site traffic AND foot traffic . More often than not, there’s a disconnect between what a brand WANTS to accomplish and how it STRUCTURES its influencer marketing campaign strategies to achieve that end. The former has EVERYTHING to do with the latter.

Influencer marketing strategies need goals. Your campaign goals set the metrics you use to track the success of your influencer campaign .

Whether the goal is to get a new product in front of buyers, get traffic back to your site, or get a catalog of creative assets you can post across your own branded social platforms, a well-planned influencer marketing strategy can help you accomplish REAL marketing goals and move the needle on larger organizational goals.

Knowing How to Structure Your Influencer Marketing Strategy to Hit KPIs

Influencer marketing campaign strategies can (and should) be custom-built to achieve specific goals. Knowing which outcomes you want to see will determine how your campaign is structured and which influencer marketing strategy you use. There are three primary types of campaigns you can use to reach your influencer marketing goals – be it increasing engagement rates, increasing sales, or building brand awareness :

Brand Awareness Campaigns help you get lots of eyes on your brand, product, or event very quickly. These campaigns work best when your goal is to introduce a new product, when you’re rebrandingor when you’re trying to present a value prop big enough to interrupt the buyer’s regular pattern (like getting someone to cancel the auto-shipped vitamins they like to switch to your brand of vitamins). 

Content Campaigns are designed to create a catalog of high-value sponsored creative content that brands can reuse as needed across their own branded channels. Traffic/Clicks Campaigns work best for increasing site traffic, growing your list, getting sales, and when you’re also running retargeting campaigns (and need prospects to see your brand a few more times to stay top-of-mind).

Let’s say you’re a women’s clothing retailer and you’re planning to run a spring influencer marketing campaign. Here are a few influencer marketing strategy examples that show how each campaign would look with the different types of campaign structures:

Scenario 1 for Traffic/Clicks… You partner with three or four Instagram macro-influencers who have really popular blogs. You do this because you want to drive tons of people to your site to shop your big sale and use the blogger’s discount code to buy a romper you know their audience will love. 

Scenario 2 for Influencer Content… You want to swap out your boring-as-hell product pics with influencer selfies or candid-looking shots of customers wearing that romper. You bring on a dozen or so Instagram nano-influencers who can take cute pics of themselves in the romper, and maybe even leave reviews so it looks like regular user-generated content. 

Scenario 3 for Product Awareness… You’re also upselling a snug, new body shaper to pair with the romper and you have a couple of great YouTube macro-influencers in mind who are active on TikTok and Reels. These gals will talk shoppers through the different ways to style the romper with tips on how to match the right body shaper with the right outfit. 

The point is… As an influencer marketing agency, once we know what your goals are, we know the best way to structure the influencer marketing campaign to meet those goals by tweaking the way we handle the rest of the campaign elements.

Choosing the Right Social Media Platform(s) for Your Campaign

Which platforms should you choose for your influencer marketing campaign? The answer to this question eludes many marketing teams. So, by default, a lot of marketers just go ahead and run influencer marketing strategies on Instagram alone.

Instagram influencer marketing is definitely important. But each of the other major social media platforms offers advantages that are naturally a good fit for achieving different influencer marketing campaign goals. 

Instagram is the most popular platform for running influencer campaigns by a long shot, with 67 percent of brands using Instagram for influencer campaigns, compared with Facebook (43 percent), TikTok ( 42 percent ), YouTube (36 percent), Twitter (15 percent), and LinkedIn (16 percent), according to Influencer Marketing Hub. 

The factors that determine where your social media influencer marketing strategy campaigns should run are your product and your audience:

• Knowing what your audience needs to see and hear in order to understand the value of your product
• Knowing where your audience spends time online
• Understanding which platform will give you the best shot at nailing the other two factors

For instance…

Platforms like Pinterest, Facebook, and TikTok are great social media platforms for reaching different types of audiences with different products. They each have their own culture, norms, and way of presenting ideas. But they’re not the only channels for influencer marketing strategies. 

If you’re trying to reach busy professionals, for example, you may need to loop podcasts into the mix. Or add YouTube and Facebook if you’re targeting a more mature demographic since those two platforms are so widely used by older social media users, especially now that churches, community groups, and in-person gatherings have gone virtual.

On a good day, only about 2 in 5 marketers feel like they know what the heck they’re doing when it comes time to recruit influencers, according to Ste Davies . 

That’s a BIG DEAL because knowing how to align the RIGHT influencers with the RIGHT concept determines how your influencer marketing campaign strategy will ultimately impact lift across metrics like brand awareness , follower growth, new subscribers, downloads of your awesome thing, intent to purchase, or completed purchases. 

Yet, influencer selection remains one of the primary challenges for most of the marketing teams who sit down to plan an influencer campaign.

So, how can you tell the difference between an influencer who is going to push your brand to the next level vs. one that will just eat up your marketing budget with no return on your investment? How do you know who to choose to produce the best influencer marketing strategy?

Let’s work out some of the most effective techniques for partnering with creators who will be the best fit for your influencer campaign and help you reach important KPIs.

The Different Types of Influencers for Your Influencer Marketing Strategy

Remember a few years ago when most brands focused their attention (and budgets) on large influencers with huge audiences? The general consensus was the more followers an influencer had, the better their influencer marketing campaigns would perform.

But that consensus turned out to be flawed. Actually, it wasn’t true at all. Not even a little.

Thankfully, most of the brands we encounter now know better, even if they don’t exactly know how to do better. Now, clients come to us asking for recommendations on which types of influencers would work best for their influencer marketing campaign strategies.

There are basically five tiers or types of Instagram influencers to choose from when it comes to social media influencers. Different agencies and brands will have some version of this chart that they’re working from. But based on our extensive research and our own knowledge of the influencer culture, we think this is the most logical and inclusive breakdown.

How to Find Influencers for Your Influencer Marketing Campaign

Have you ever seen an influencer’s feed and thought he or she would be perfect for your next campaign? Yeah, that’s how a lot of brands handle the process of finding influencers for their social media influencer marketing strategies. In reality, influencer selection is a bit more complex than just pinpointing influencers who create visually appealing content, and it takes more than just finding influencers who seem to be members of your target audience.

The pool from which you source influencers also matter. Here are the four most common sources brands use to find influencers for your campaigns to drive results:

• Influencer Networks: A roster of an existing influencer network curated by a third party

• Opt-Ins: Influencers who respond to your “casting call”

• Agents: Professionals who represent a group of top influencers (which isn’t the same as repping a large group of influencers)

• Outreach: Conducting cold outreach to influencers you don’t know and who probably don’t know you

Although popular, these methods often end up being too restrictive and time-consuming to execute, and they don’t allow for real-world applications.

What happens if your campaign calls for blue-collar influencers , gardeners, or gamers? Will the influencer marketing agency have the resources and know-how to find the people needed for that campaign? 

Influencer marketing platforms usually give you the best chance of finding a large enough pool of potential candidates for influencer campaigns, especially for brands that are targeting subsegments of your audience. You can sift through creator profiles using filters like age, location, brand affinities, engagement ratios, and even the categories in which influencers wield the most sway to narrow your candidate pool.

Reaching the right audience hinges on how good you are at choosing the right influencers for your influencer marketing campaign strategy. In order for that influencer selection process to work, it needs to integrate a couple of really important factors.

A lot of marketing teams underestimate the importance of their influencer selection process. Influencer selection directly impacts a brand’s ability to move the needle with a social media campaign, but most brands have no idea how to actually structure the influencer selection process.  

Most marketers have a pretty solid grasp of the basic information needed about an influencer to determine if he or she is a good fit for a social media influencer marketing campaign. That data usually falls into the category of quantitative data:

• Follower size
• Engagement rate or view rate
• Overall post performance
• Demographic targeting
• Budget + Availability
• Previous sponsorship performance
• Fraud detection

But qualitative insights are also important for choosing the influencer(s) who will be able to get you the outcomes you want to see. These include information on:

• Quality of content creation
• Is it creative? Original?
• Influencer aesthetic
• Relatability
• Does the influencer fit your brand?
• Are their values/messaging aligned with the brand?
• Does the influencer’s content fit the campaign’s creative direction?

An influencer should be chosen based on the likelihood she’ll be able to create content for the specific buyer persona/targeted audience segment she’s creating content to reach. In the example below, let’s assume these influencers both talk about fashion & are currently in their 20’s. But they clearly target different demographics, which means they will appeal to different types of brands in the same vertical. 

💡 Finding the right influencer partner requires you to know more about an influencer than just demographic info and follower count. 

The influencer selected also needs to be great at creating content for the specific platform(s) where your target buyer is most likely to spend time. For instance, a food blogger who creates amazing-looking flat lays for Insta may not have the same knack for creating entertaining TikToks, and the entertainment factor is a huge part of TikTok culture. 

An influencer should stick to creative concepts that support the messaging needed to push your target buyer deeper into your funnel and/or farther along on the purchase path.

One thing you’ll want to remember about your influencer selection process is that it’s also important to take a look at the targeted audience’s behavior. By looking at the behaviors of audience members who are actually liking and commenting on an influencer’s posts, you can refine your targeting even more. Huh?

We have an entire post dedicated to influencer outreach penned by our Director of Account Managers. If you want to know how to approach influencers for collabs, that’s the post you want to read. Even has email influencer marketing strategy templates.

Click the big, pretty button below to read that one.

Identifying your campaign goals and understanding who is in your audience determines how we structure influencer marketing strategy campaigns to get specific outcomes

→ which helps you pinpoint the best platforms to use to reach your customers

→ which then dictates the types of influencers we need (and the superpowers they need to have to make your campaign deliver on KPIs).

And of course, all of this shapes the kind of content that influencers will create for your campaign.

There’s a caveat here because a BIG part of what we provide for our clients has to do with the creative concepts our influencer marketing strategy team comes up with to help guide and shape the direction of the influencers’ content. 

Our Account Managers serve as the bridge connecting the brand’s desired KPIs with influencers who are best equipped to deliver. One of the ways we do that is by building out creative concepts BEFORE we even select any type of influencers for our influencer marketing strategies. 

Specifically, as it relates to your content strategy, influencer marketing has some pretty compelling benefits: 

Scale content creation by outsourcing it to an army of influencers.

Expand your visibility by aligning influencer selection with keyword research so you have a diverse group of creators building content specifically designed to target different long-tail keywords.

Amplify your message by bringing in creators who are also raving fans who can promote content and increase the likelihood of making your content go viral.

Prove your value by leveraging the Domain Authority of your influencer partners and adopting their endorsements as much-needed social proof.

We know it’s not fun and it sounds pretty boring, but you have to have a UGC rights contract in place for any influencer marketing campaign strategy.

At our influencer marketing agency, we typically negotiate rights for sponsored content to be used by the brand as they see fit, across their social media channels. But the larger the influencer , the more likely you are to have resistance from the content’s creator. Sometimes that takes the form of an expiration date for the content, or the creator being able to delete sponsored posts from their feed after a certain amount of time… it can get a little weird and a little complicated.

Still, it’s crucial that you iron out those types of details in a written contract because influencers are well within their rights to ask a brand to take down a post that was part of a sponsored campaign the brand has ALREADY PAID FOR if reuse is not clearly defined within the contract. In an absolute-all-out-worst-case-ever scenario, the influencer could actually sue for copyright infringement.

Clarity and transparency are KEY in negotiating UGC rights, both for brands and Creators. Creators need to know from brands exactly how sponsored content and other UGC will be used and how long that content will be used for that purpose.

To ensure a smooth influencer marketing campaign strategy process, always include a section in your influencer contract outlining when an influencer can take down sponsored content, and clearly state that you reserve the right to remove any content an influencer produces for your brand.

Influencers can be particular about the content they leave on their feeds. If you’ve ever looked at an influencer’s Instagram, you know that they’re selective about how much-sponsored content they have on their page.

And duh! This makes sense. You don’t want to see sponsored post after sponsored post – it will ruin their authenticity with their audience.

Brands, on the other hand, also need the authority to take down or remove content that doesn’t meet the established brand guidelines. You can’t have bad or misaligned content that you paid for hanging out on the internet.

To create an effective influencer marketing strategy without any problems, you need to get influencers to agree they won’t infringe on any other person’s rights or copyright. Influencers should not incorporate the pictures, content, audio, or video of another creator’s work into any campaign. That’s uber-important.

To ensure you get what you paid for, we always list a set of DOs and DON’Ts because influencers (bless their hearts) will inevitably do weird things. So, you need a record of the hashtags to be used, any people or things that need to be mentioned in sponsored posts and the length of time the post is to stay published to a creator’s site or social channel.

Contracts also include things like confidentiality clauses that require influencers to keep your super-duper top secret secrets a secret… and indemnification that keeps you out of court in the event a zombie apocalypse, Yeti appearance, or freak accident happens during the creation of the sponsored content during an influencer campaign.

Contracts are crucial, and the details you include in your contracts can save you time, reputation, and tens of thousands of dollars in litigation. Our iron-clad contracts allow our clients to have stress-free campaigns…but trust us when we say every clause in our contract was the result of a hard-learned lesson.

How to Get the BEST Creative Content from Your Influencer Partners

Okay. Buckle up.

If you want great content from your influencer marketing push, you’re going to need really great influencer marketing strategies (plural) that you can provide the influencers.

Building out the strategies for an influencer marketing campaign involves several important elements: knowing who you want to target, knowing where they hang out online, understanding how they shop, and having a solid grasp of the buyer personas the brand wants to reach with the campaign. Those three elements form the comfy cushion upon which your strategists can unleash their creativity.

Strategists?? Yeah… that’s the thing…

We know a lot don’t have designated creative strategists who come up with cool influencer marketing ideas for a living. Something like a third of the marketers asked still struggle to come up with creative ideas for their influencer marketing campaigns (and you say #basic product post? ).

If you’re not bringing us on to dream up the concepts (because we actually have strategists), the fix for this is to take a group approach to your influencer marketing campaign strategy and dream up some creative influencer marketing ideas that perfectly align with your voice, style, values, and aesthetic.

Your influencer marketing strategy should have two important elements: a way to get your customers to take the next steps on the path to purchase, and specific, measurable goals to let you know your customers are moving toward a conversion. And since your internal marketing team understands your customers’ path to purchase so well, it’s crucial that they monitor the messaging tied to your influencer campaign.

Take CBD, for instance: In 2019, when CBD was trending everywhere, High Yield Insights released a report which contained a chart of the five buyer personas most likely to purchase cannabidiol (CBD) products.

The personas varied greatly in their demographics and psychographics, which, of course, means marketers have to reach them in different ways and with different messages.

Just so you can see what we’re talking about here, we pulled a few characteristics from three of those buyer personas.

Which would resonate with a message on pain relief? Skincare? Who would you be able to reach on Instagram? Facebook? TikTok? 

If we take a high-level view of an influencer marketing campaign strategy, there really are enough bells and whistles and cogs and doodads to keep a significant portion of your marketing team busy. 

Contrary to popular belief, running an influencer campaign isn’t a set-it-and-forget-it type of thing. Because…

Even if you give influencers 100% creative control and plan to approve anything and everything they send you, you’ll still need a few people handling the logistics of managing a campaign and making sure the influencer marketing strategy compels your audience to take the actions you want them to take.

Many of the problems that brands have with their campaigns can be traced back to the team (or lack of a team) running that campaign. In order for your influencer marketing campaign strategy to perform optimally, you need team members who will be taking ownership of some really important tasks such as:

• Finding influencers
• Heading off influencer fraud
• Sending products out to influencers
• Maintaining brand safety
• Coming up with creative concepts and strategies
• Maintaining the timeline
• Setting up tracking pixels (for affiliate links)
• Ensuring influencers adhere to FTC regulations
• Adapting strategies to algorithm changes
• Integrating new features on social if they’ll help your campaign
• Optimizing campaigns

Which is the topic of this section – how to create an influencer marketing strategy that delivers  better and better results from the influencer campaigns you run.

Without fail, that’s the question brands (and especially CMOs and VPs) want to know before, during, and after their influencer campaign. Which metrics will move the needle for our brand?

You and I both know that influencer marketing was darn near overrun by fraud a few years ago when brands were hellbent on only partnering with influencers who had the most followers and engagement, both metrics that can easily be gamed.

The hit list of metrics you want to watch during an influencer marketing strategy campaign includes these:

Post Engagements – The number of likes, comments, and shares on a post

Engagement Rate – Post engagements / total number of followers * 100 

Story Views – The number of times a user has viewed an Instagram story

Story View Rate – Story views / total number of followers * 100 

Post Video Views – The number of times a user has viewed an Instagram video post

Replies, Shares, Profile Taps, Link Clicks – The various actions a user can take on Instagram stories

Post Impressions – The total number of people your content is visible to

Post Reach – The total number of unique people who see your content

Clicks – The number of actions taken on a post in the form of a click to a designated URL. Clicks are counted through link in bio, swipe up, post links, etc.

Unique UTM links – These codes added to the end of a URL track clicks and performance of marketing activities

Tracking Pixels – Used for blog content, these snippets of code allow you to gather information about visitors on a website (how they browse, what type of ads they click on, etc.)

Brand Sentiment – How relevant was the branded content to the influencer’s audience and did the branded content actually resonate with the audience (ie: commenting on the outfit vs. the brand sponsorship or messaging)

And the preferred metrics for this list can shake out a number of different ways depending on your influencer marketing campaign strategy goals.

Optimizing Influencer Marketing Strategies for Better ROI

One of the great things about running an influencer campaign is that you’re able to tweak live influencer marketing campaigns as they’re running and keep an eye on the metrics listed above in [relatively] real-time. That means you can make changes to the content, messaging, visuals of your campaign, and even your overall influencer marketing strategy as already-live posts deliver the insights you need to keep your campaign performing well.

Optimization allows you to use influencer-generated sponsored content to target the exact audiences that are most relevant to you, directly from the influencer’s account. This supercharges social proof because endorsements come directly from the influencers’ accounts, not the brand’s account. 

Create an optimization framework that you can use as a roadmap to continually improve on the results of a LIVE campaign and deliver data that can have profound effects across ALL of your marketing channels. 

What is a CTA? Call to Action- A button or request for users to do something, to take some type of action.

Why a CTA is important: Establishes connections, results in a conversion, expands customer reach, motivates your audience.  

CTAs are only as good as the concepts with which they are combined.

• Philanthropy
• Store newsletter signups
• Store rewards program (encouraging participation)

#2 CONCEPTS

What are campaign concepts: Brand-safe creative ideas that make people want to engage with your campaign content. 

Why concepts are important: They are crafted to help the brand accomplish specific marketing goals.

• Artistic Concepts
• Informational
• Reward Based
• Quizzes 
• Digital “Parties”
• Community Content
• Real / Relatable
• Aspirational

#3 Post Type

What are post types: Post types refer to the combination of media formats + platform features.

Why post types are important: Posts are the expression of the creative concepts fueling an influencer marketing campaign. Concepts should be matched with the post type that most effectively compels the targeted audience to take action.

• Youtube Videos
• YouTube Stories
• YouTube Shorts
• Facebook Live
• Facebook Watch
• Pinterest Pins
• Pinterest Stories
• TikTok Videos

#4 VERTICALS

What are verticals: Verticals are segments of your target audience identified by their commonalities.

Why verticals are important: Identifying and optimizing content for different verticals is crucial for an influencer marketing strategy and helps to really nail campaign targeting, causing your messaging to be more effective.

• Fashionistas
• Gen Z social
• Moms with a plan
• Adventurers

#5 INFLUENCERS

What are influencers: Social media users whose followers look to them for advice and guidance on specific subjects. 

Why influencers are important : Knowing which influencers have the greatest impact radius will help you fine-tune your messaging and optimize the content that performs best.

• Large Vloggers

#6 DISTRIBUTION

What is distribution? Distribution entails getting a greater reach for the top-performing content in your influencer marketing campaign strategy. 

Why distribution is important: Knowing which pieces of content are working for the campaign lets you put more resources behind that content to reach more people for better ROI.

• Organic reach
• Dark-boosting
• Amplification
• Facebook Groups
• Newsletters

The sponsored content influencers generate for your campaign can be repurposed and reused across different channels. Doing so extends the life and value of your campaign content and enables your influencer marketing strategy to deliver returns for years to come.

Instagram feed post of Iris Apfel x Zenni Optical collab

As little as 16 percent of brands have influencer marketing strategies for incorporating user-generated content (UGC) even though a quarter of search results for large brands are linked to UGC and other content not created by the brand itself. 

Instagram story introducing the Iris x Zenni collab

A Few Things to Keep in Mind

Before you reuse any influencer content, make sure you have permission to do so to protect your social media influencer marketing strategy and campaign. 

Plan ahead. Draft an influencer marketing strategy plan for how you’ll incorporate influencer content into your social content calendar.

Mix in influencer content with your traditional branded content. Remember: Balance is key.

Yes, you still have to tailor the content to the channel. No copying-and-pasting, y’all. Reformat assets to platform specs, and craft unique captions/post text.

Try out different methods of reusing, and multiple formats. Alternate between resharing, reposting, and repurposing (defined on the following slides).

Not all influencer content will be great for your pages. Reuse only high-quality content that is representative of your brand and/or compliments your existing brand aesthetic.

You have options. You’ll usually have more content from each influencer than just what gets posted to their feed. So, you can use similar content for retargeting or different posts altogether for different parts of your funnel. Check out the reuse of the above Instagram post from Iris Apfel ☝🏼 to this screenshot 👇🏼 of Zenni Optical’s website homepage.

Reshare, Repost, and Repupose Influencer Content

Quite simply, when your page SHARES the influencer’s original post from their page to yours.

Note: this is frequently referred to as “sharing” a post, and sometimes – to make things equally confusing – reposting a post. Typically we don’t need to make such clear distinctions between re-share and repost, but for the purpose of creating a clear, precise article with explanations for you, we’re gonna harp on this for about 20 more seconds.

Defining Elements:

→ You do not upload a new asset to your post before RE-SHARING it

→ The post on your page appears as a SHARE rather than a photo or video.

→ RE-SHARES can only occur on the same platform on which the original post was published.

Examples of Ways to Reshare Influencer Content

• Reshare an influencer’s live FB video broadcast onto your brand’s page to increase engagement rate 
• Re-share influencer giveaway posts published on their Instagram feed to your IG story to notify your existing followers of the giveaway and tell them how they can enter
• Help amplify an influencer’s video published to Facebook Watch by sharing it to your page with a meaningful caption
• Embed influencer social posts of any type in your brand’s blog posts
• When an influencer tweets a link to their sponsored blog post, “favorite” the tweet and then retweet it with a comment
• Create a playlist on your brand’s YouTube account that is only for influencer YouTube videos. Add their videos (uploaded to their YouTube channel) to the playlist 

👶 Beginner – Easy peasy, lemon squeezy.

A new post published to your page that looks as though it was “reposted” from an influencer’s page.

Create a REPOST by uploading the influencer’s asset to your post and pair it with quoted text from their original post caption.

This influencer marketing strategy will generate brand awareness and expand your reach.

→ The post appears as though you REPOSTED an influencer’s original post and added a sentence or two to the caption before doing so

→ REPOSTS are confined to the channel the original post was published to.

When a brand takes the influencer’s assets, optimizes them for the channel, and then posts them directly to your page(s) with an original caption.

Examples of Ways to Repost Influencer Content

• Quote an influencers’ product review (or something they’ve said about your products in one of their post captions) in a tweet and tag them for credit/as the source 
• Repost an influencer’s Instagram feed giveaway post to your page with a caption outside the quoted text telling your followers how to enter the giveaway on the influencer’s page
• Have influencers submit additional assets + captions for an Instagram or Story takeover on your brand page, and post them to your page on their behalf on the day of the takeover (have them cross-promote the takeover on your page so their followers know to go check out the content!) 
• When an influencer posts to their Story and links to a sponsored blog post, do the same on your page (upload the asset and link to the blog post in the swipe up) rather than re-sharing their original story to yours (see Grove Collaborative repost example)

😎 Intermediate …But still pretty easy. 

Defining Elements

→ REPURPOSED POSTS can occur on any platform, regardless of where the original post was published to. 

→ REPURPOSED POSTS include totally original captions (written by you) and multi-asset posts can feature assets from multiple influencers (if app.).

→ Creativity is key! 

Examples of Ways to Repurpose Influencer Content

• Use influencer assets in ads that promote a new product launch or on product detail pages
• Feature influencer photos as “proof points” in abandoned cart reminders (“We noticed you still have X in your cart! So and so loves their X – here’s what they said about it…”)
• Chop up influencers’ videos and string together into one that tells a story about your brand from your influencers’ perspective, and post it to Facebook Watch or YouTube
• Get your influencers to create product demo videos they don’t post to their pages that you can feature on product detail pages on your website
• Include influencer assets in e-books or another type of downloadable/gated content 
• Create quote graphics using part or all of an influencer’s caption/comment about your product(s) and post it to your social pages

💪 Advanced-ish – Requires some thought & planning.

We created an entire influencer marketing strategy guide just on repurposing influencer-generated content. Click the pretty button below to read up on best practices.

Reach – Influencers’ follower count at the time of posting

Unique Reach – Campaign-wide metric that means the sum of all influencers’ follower counts across platforms

Total Potential Reach – Influencers’ follower count x Total number of posts

Impressions – Total number of times the content is viewed on Instagram. This can come from the influencer’s profile, scrolling on Instagram, searching hashtags, etc. (IG does not identify how many seconds qualifies)

Authenticated Total Impressions – Sum of all story views (called impressions) across all story frames 

Engagements – Number of interactions on post (i.e. comments, likes, link clicks, shares, replies, profile visits, sticker taps)

Total Engagements – Likes + comments: sum across all posts (Stories: Link clicks, shares, replies, profile visits, sticker taps: sum across all frames)

Engagement Rate (ER) – Authenticated total engagements divided by total potential reach 

IGC – Also called influencer-generated content, it’s the total unique images and/or story frames created for a campaign. Also referred to often as User-Generated Content, or UGC.

Avg. Platform Engagement Rate – Average engagement rate from ALL the influencer’s posts in last 60 days minus the last 15 days (the last 15 days are subtracted as new posts are still gathering engagement)

Campaign Platform’s Engagement Rate – The overall engagement rate for the campaign as a whole (total engagements from all campaigns posts divided by the total potential reach of the entire campaign)

Impressions/Reach Rate (IG Story Stats) – Auth. total impressions divided by total potential reach

Engagements Rate (IG Story Stats) – Total engagement ÷ auth. total impressions

Authenticated Total Impressions / Impressions – Sum of all story views across all frames 

Total Aggregate Follower Counts / Total Potential Reach – Influencers’ follower count x total number of posts

Whitelisting – Using obtained permissions from influencers to run paid ads through their identity. (See the example in the whitelisting section)

CPC – Cost per Click: Your total digital spend, divided by your total number of clicks 

CPE – Cost per Engagement: Your total digital spend, divided by the number of paid engagements

CPM – Cost per 1,000 Impressions: Your total digital spend, divided by your total paid impressions, then multiplied by 1,000

Sticker Taps (on Stories) – A sticker is a design element that can be added to images or videos on Instagram to give context to posts. Stickers are usually things like related hashtags, @mentions, and locations.

They can also be more interactive things like quizzes, donations, polls, and emojis. Now you can even include links in stickers. So, sticker taps are responsive taps to the stickers on a post to show interest in the content. Total clicks on Influencers’ “story stickers” is an important indicator of campaign success.

Swipe-Up – A swipe-up happens when a social media user slides their finger from the bottom of a Stories post to the top to find out more information, go to a sales page, or engage with social media content in another way. Swipe Up to Buy or just Swipe Up is commonly used in Stories as a call-to-action

Link Clicks (on Stories) – Total times someone swipes up on an influencer’s swipe up link or clicks on a sticker with a link.

Profile Visits (on Stories) – Total clicks to an influencer’s profile from story slide

Replies (on Stories) – Total replies to an influencer’s Instagram story using direct messaging

Shares to Stories – Instagram can share in-feed posts of other users by posting them to their own Stories for 24 hours. 

Views – A view is a predetermined number of seconds a user allows a video to play. This magic number differs from platform to platform.

Clicks to Branded Pages – On Instagram, clicks to branded pages happen when users either click the branded link in an influencer’s bio, the link in a story sticker, or swipe up to go to the landing, sales, or product page of a promoted offer.

Influencer Marketing Stats and Benchmarks

• 70% of consumers would rather learn about a company from a blog post than an advertisement ( Source )
• 72% of blog readers would rather watch the recap video than read the blog
• Internet users in the US spend 3X more time on blogs than they do on email. ( Source )
• 59% of people will share an article without reading it first, or ever. ( Source )
• 293 million people use Snapchat each day. ( Source )
• On average, people spend 34.5 minutes per day on Snapchat and send 34.1 messages a day. ( Source )
• The average Snapchat user opens the app more than 30 times a day ( Source )
• 82% of Snapchatters are 34 years old or younger. ( Source )
• Pinterest has more than 444 million active users. ( Source ) 
• 85% of Pinners say Pinterest is where they go to start a new project. ( Source )
• 80% of weekly Pinners have discovered a new brand or product on Pinterest. ( Source )
• 98% report trying new things they find on Pinterest. ( Source )
• 23% of those on Facebook daily have purchased something from an influencer/blogger recommendation. ( Source )
• 73% of U.S. Facebook users check the platform daily, and 93% use it weekly. ( Source )
• Facebook is the third most-visited website after Google and YouTube. ( Source )
• Facebook users spend 38 minutes a day on the platform, on average. ( Source )
• 1 in 4 Gen Z and Millennials actively seek stories of products and services they are considering buying. ( Source )
• 500 million users view Instagram stories daily. ( Source )
• 50% of users say they’ve bought a product they discovered on Instagram. ( Source )
• Instagram users spent an average of 30 minutes per day on the platform in 2020. ( Source )
• 40% of those on Twitter daily have purchased something from an influencer or blogger recommendation. ( Source )
• 87% of Twitter users also use Facebook, and 84% also use Instagram. ( Source )
• Promotional content from influencers yields a 5.2X increase in Twitter users’ purchase intent. ( Source )
• Video content is 50X more likely to drive organic search traffic than plain text. ( Source )
• One quarter of daily Youtube users have purchased something from an influencer or blogger recommendation. ( Source )
• 90% of global shoppers say they discover new brands and products on YouTube.
• 70% of consumers in the US, Mexico, and Colombia have purchased a product after seeing it on YouTube. ( Source )
• In less than 18 months, the number of US adult TikTok users grew 5.5 times. ( Source )
• Half of TikTok’s global audience is under the age of 34 with 32.5% between 10 and 19. ( Source )
• TikTok users spend an average of 52 minutes per day on the app. ( Source )
• 49% of US teens have used TikTok, compared to 9% of Americans overall. ( Source )
• Half of TikTok users say they’ve shared someone else’s TikTok on another social network. ( Source )

Let This Be a Starting Point

Interested in more data-fueled insights to build your influencer marketing strategy? Check out 111 Influencer Marketing Stats . It’s frequently updated and a great source of insights and info that will give you a great overview of the influencer marketing strategy space.

Plus, this post is loaded with links to good sources to provide you with a more in-depth understanding of the influencer marketing strategies covered in this guide and offer valuable tips for developing successful influencer marketing campaign strategies.

Or if you’d rather talk to a human, we have a couple here who are pretty awesome. Our influencer marketing strategy services can help you run campaigns shaped by data-driven insights.

Digital marketing strategies fit together like puzzle pieces.

Your influencer campaign should be one of those pieces.

The Shelf is an influencer marketing agency that creates full-funnel influencer campaigns to help brands leverage touchpoints at every stage of the purchase process.

We partner brands with Instagram, TikTok, and YouTube storytellers for campaigns customized to boost the ROI of your overarching paid digital marketing strategy.

Not sure how to integrate influencers into your larger digital strategy? We have people who can walk you through that process... and give you some great ideas along the way. Click to schedule a strategy call.

Influencer Partnerships: The Agency’s Technical Guide to Choosing the Right Influencers

The Price of Influence: How To Set Your Influencer Marketing Budget

Influencer Marketing for Crowdfunding: How It Works

What Is Crypto Influencer Marketing and Does it Work?

The Marketer’s Guide to YouTube Features

How To Use Pinterest Marketing To Power Your Influencer Strategy

Awareness or Conversions?

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Which Social Media Platform Will Help You Drive the Most ROI?

Is Influencer Marketing Dead?

Influencers in the Creator Economy: Is It Too Late to Become an Influencer?

The 2023 Influencer Marketing Dictionary

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Influencer PowerPoint Template

How often do you find yourself in need of convincing a company to work with you? Work presentations are often a part of the job for influencers that most don’t see. The Influencer presentation template for PowerPoint & Google Slides provides an eye-catching way to show potential clients what you’ve got and can get them.

You’ll see that this influencer presentation template uses bright colors and fun design elements from the get-go. Our graphic designers have combined brightly colored shapes and tasteful illustrations to help you show your personality and business potential to brands. Of course, each influencer will have their own style. That’s why we’ve made this business presentation slides completely customizable. Choose your own colors, orientation, and text.

Apart from the design of this PPT template, the structure of this influencer social media template for PowerPoint and Google Slides is useful for all influencers. Key slides include an About Me slide, social media metrics, and collaboration opportunities slides. Instead of simple bullet points, this collection of slides uses a six-segment diagram to illustrate ROI. Throughout the presentation template are many uniquely-designed icons. Business, social media, and money icons feature fun colorful circles. You’ll find three different illustrations of influencers.

This influencer marketing PPT template can be used to prepare presentations on an influencer marketing plan, influencer strategy, digital marketing campaigns or as part of a complete marketing plan presentation design. You can also use it to make an influencer marketing proposal to present to clients.

Do you prefer Microsoft PowerPoint or Google Slides for your presentations? It doesn’t matter, because these influencer slides can be uploaded to either one. Whether you’re presenting to a brand on a potential new collaboration or pitching a new idea, this influencer presentation will surely help you make the impact you need. Your collaboration will bring great things to the brands you want to work with. Make sure you have the pitch presentation to show it!

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Influencer Marketing PowerPoint Template

Embrace the power of online personalities with the Influencer Marketing PowerPoint Template. Perfect for drafting a marketing strategy for influencer-promoted campaigns, this easily-customizable PPT deck comes with 20 master slides in two distinct sizes. Tailor your presentation to your unique vision by tweaking colors, shapes, and images with utmost ease.

Built for MS PowerPoint, the Influencer Marketing template provides a polished and professional touch to your slideshows. Featuring 20 carefully designed master slides and two slide sizes, this template offers the flexibility to select the optimal layout for your data. Modern layouts go beyond simple backgrounds, fonts, and bullets to include matching charts, diagrams, and tables to ace the data visualization game. Compatible with MS PowerPoint for Mac 2011 or later and MS PowerPoint for Windows 2007 or later, this template is a must-have for all!

Flexibility is the cornerstone of the Influencer Marketing template, with every object being easily adjustable to serve your presentation's needs. Whether you need to reimagine the color scheme, reshape the visuals, migrate objects, or eradicate them altogether, everything's possible with just a few clicks. Personalize the background, alter the text, or modify the charts, diagrams, and media placeholders to align with your data and visuals.

Details & Features

• 20 Master Slides
• 2 Slide Sizes
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• Includes .potx files and Help File

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The Influencer Marketing PowerPoint template is a game-changer for those seeking a compelling and customizable visual aid for marketing strategy presentations. Its high degree of flexibility, professional aesthetic, and thoughtful design elements make it an excellent tool for effectively communicating your vision and data. This template is truly a value-add in the realm of professional presentations.

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Influencer marketing strategy powerpoint presentation slides

Creating brand awareness is an important factor to be worked upon by any business or organization. This Influencer Marketing Strategy PowerPoint Presentation Slides can help you in presenting your brand strategy to generate maximum leads. Showcase your business marketing skills using this word-of-mouth marketing strategy PPT slides. It is also very convenient to describe your set goals such as customer loyalty, audience building, brand awareness, etc. with this relationship marketing PowerPoint slideshow. Having an effective influencer marketing campaign consisting of affiliates, discount codes, gifting. guest posting etc. in place is very important. This building brand identity PowerPoint presentation will help you in facilitating customer engagement. It will also help you in analyzing and tracking your results to find out about the final outcome of your efforts. Therefore, download this celebrity branding PPT visual now, to track whether your efforts have yielded results or not.

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Presenting this set of slides titled Influencer Marketing Strategy Powerpoint Presentation Slides. Download our professional PPT comprising of extensively researched content and professional design layouts. Comprising a total of nineteen slides, the PowerPoint presentation is a visual masterpiece with professional PPT templates, data-driven graphs, charts and tables, a beautiful theme, impressive slide designs, icons, imagery and more.

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Content of this Powerpoint Presentation

In a digitally-driven world like ours, consumers are turning to online platforms, and the number of such internet-driven outlets has been increasing exponentially. Promoting your products where most of your target audience resides plays a crucial role in making your targeted audience aware of the product. A decade ago, when people were not this active on social media, traditional marketing strategies came in handy to create brand awareness. The gradual transition from old-school methods of marketing to innovative marketing strategies has paved the way for taking planning and execution to the next level.

Today, influencers have a significant impact on an individual’s lives. People follow them closely and become fascinated by their lifestyles. Hence, companies design influencer marketing strategies to influence their targeted audience and get them to buy their products and services. Every company desires growth and success, and influencer marketing strategies allow them to promote their products authentically and effectively. 

Click to have a look at our Creating Influencer Marketing Strategy and Measuring its ROI Complete Deck!!

Influencer marketing involves steps, such as identifying the right people to promote the product, creating discount codes, determining the influencer's popularity across platforms, and more. SlideTeam has prepared innovative and captivating PPT Templates, each 100% editable and customizable, to provide an overview of influencer marketing strategies and keep the whole process interesting.

Get our PPT slides for the integration of influencer marketing with purchase funnel to attract potential clients!!

Template 1: Goal Setting

Goal setting is significant in achieving milestones and deadlines. Keep your goals-setting process impressive and creative with this slide. This template gives you the opportunity to set the goals for your influencer marketing strategy, from brand awareness, lead generation, customer loyalty, audience building, and building brand identity. This customizable PPT Template will help in setting goals in a visually attractive way by using innovative and eye-pleasing icons for each goal.

Template 2: Influencer Marketing Campaign

The influencer marketing campaign is a complex and dynamic process. Having an overview of all the parts of the campaign is essential for it to be successful. Through this template, you can easily have information about guest posting, co-creating content, discount codes, gifting, social media mentions, and affiliates with a graph that is applause-worthy. The PPT slides ease the problem of staying up-to-date about each part of the campaign, and you can present it concisely. This slide will also help you to determine what changes can be made as it presents the concise version of the influencer marketing campaign.

Template 3: Identify and Define the Audience

Identifying the target audience is the initial step while crafting the influencer marketing strategies. These slides help you define your audience through creative tables that allow you to mention the name, gender, income, location, family situation, and annual income. You can also highlight the sources and influence of blogs, websites, books, thought leaders, magazines, or conferences, along with industry, job title, and company. There are other columns to mention the buying decisions and challenges that arise, while defining and targeting your audiences.

Template 4: Work Plan

Having a work plan is necessary to complete tasks related to the influencer marketing strategy. This slide helps you make a list of deliverables, tasks, owners, and dates so you can complete them in time. You can mention deliverables like measure performance, social promotion, influencer follow-up, blog posts, influencer outreach lists, and influencer outreach lists. Being able to mention the person responsible for a specific task helps streamline the work plan.

Template 5: Track the Outreach

Tracking the outreach plays a crucial role in another important aspect of marketing strategy. This PPT Template keeps you updated on influencers you are planning to include in the marketing campaign. You can highlight the four connections and keep an eye on the overall process, like how they were approached by which team member, date, contact number, notes, follow-up plans, and outreach status, along with creative icons.

Template 6: Analyze the Results

Analyzing results helps in knowing how much of a success your influencer marketing strategy was. Campaign metrics can be easily demonstrated through this particular slide. You can mention the analytics of 4 weeks of marketing campaign, whether the strategies were a success or a failure. Further, you can implement strategies if the campaign turns out to be a failure. Along with the individual campaign, you can highlight the total campaigns and overall campaign metrics.

CONTINUOUS ASSESSMENT A MUST

Ready-to-use PPT slides will help you get an overview of the ongoing tasks of your influencer marketing strategy plans. Tracing the multiple steps of the marketing plan helps streamline the whole process. Get your influencer marketing strategy PPT templates to gain insights into harnessing the power of influencer marketing for your brand growth.

P.S. Get the allocated budget analysis templates for influencer marketing strategy!!

Influencer marketing strategy powerpoint presentation slides with all 19 slides:

Use our Influencer Marketing Strategy Powerpoint Presentation Slides to effectively help you save your valuable time. They are readymade to fit into any presentation structure.

Ratings and Reviews

by Williams Morales

December 27, 2021

The Ultimate Guide to Instagram Influencer Marketing for Brands

Updated: April 08, 2024

Published: April 04, 2024

In my agency days, I once woke up at 5:00 am to meet a TV host at my client’s donut shop for a behind-the-scenes first look at their pumpkin-spiced lattes and donuts. (In Indiana, we love our donuts.)

The TV coverage was great, but you know what made an even bigger impact? The Instagram stories the media personality shared.

In the last five years, influencer marketing has come a long way from an experimental content-for-product swap to a full-fledged marketing tactic.

Influence Marketing Hub estimates that the industry will total $24 billion by 2025, up from $1.7 billion in 2016.

Instagram influencer marketing is one of the most popular ways to work with influencers , and I’ve compiled all the details you need to know to get started with any budget.

With this guide, you won’t need to trek out at dawn to launch your campaign — you can do it right from your computer or phone.

What is Instagram influencer marketing?

Why use influencer marketing on instagram, how much does instagram influencer marketing cost, how to find the right instagram influencers to promote your brand, how to work with instagram influencers.

Instagram influencer marketing is a social media tactic in which brands collaborate with influencers to feature or review a sponsored product or service with their followers.

Most Instagram influencer campaigns are paid and require the influencer to generate original or co-created content around the brand.

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2023 Instagram Engagement Data Report

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• Posting Strategy
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Click this link to access this resource at any time.

The power of influencer marketing comes down to one word: trust. People want to hear advice recommendations from friends, family, and people they admire — not brands.

As consumers, we can’t connect on the same emotional level with brands as we can with humans. We also trust what a third party says about a brand more than the brand itself. Giving a recommendation carries far more weight.

Image Source

So, why Instagram? According to our Global Social Media Trends Report , Instagram is the best source of ROI among social media platforms and has the biggest potential for brands to grow their audience.

Instagram is the most popular influencer platform (27% of brands have run influencer campaigns on Instagram), though TikTok is hot on its heels.

Shoppable Commerce on Instagram

Another reason to launch your influencer marketing strategy on Instagram is because of the e-commerce potential it offers. You can set up an Instagram Shop for users to browse and buy without going to your website.

80% of social media marketers say that customers now prefer to buy in-app.

Instagram is saturated with millennials and Gen X, who have more disposable income than Gen Z.

And influencers earned their name for a reason: We found that 21% of social media users have made a social media purchase influenced by influencer content in the past three months.

Best Instagram Features for Influencer Marketing

Beyond shopping, Instagram offers several effective influencer marketing tools for content collaborations.

Instagram posts shouldn’t stop with photo posts.

“Stories are gold for working together with influencers,” shares Kate Ross, hair and beauty specialist for hair brand Irresistible Me . “They're perfect for sharing quick, engaging content that disappears after a day, making things like promos feel urgent and exclusive.”

In the past, story links were limited to a “swipe-up” feature that was limited to accounts with 10,000 or more followers. This feature retired in 2021. The replacement, the Instagram link sticker, serves the same function.

Folks can now encourage viewers to click on a link sticker and venture to an external site.

“We've doubled down on this by collaborating with audience-targeted influencers to share personal finance tips or card reviews, directly linking to our site and resulting in huge engagement and traffic,” says Gareth Boyd, head of growth for Credit Card Compare .

“Reels have become a game-changer for brand collabs,” argues entrepreneur and digital creator Udemezue John.

“They‘re a fantastic way to showcase products or services creatively, and the reach can be incredible. I’ve partnered with a clothing brand to create Reels showcasing their new line, and it generated tons of buzz.”

4. Branded Content (Paid Partnership Label)

Instagram has specific policies and ways that it wants influencers to disclose influencer marketing posts. Influencers must tag posts for paid content using the paid partnership label.

This is a plus, though — the content is distributed to both of your audiences, making it easy for the influencer’s audience to discover and follow your account.

5. Partnership Ads

With partnership ads (previously called branded content ads), influencers can grant permission for brands to boost their influencer posts across Instagram and Facebook.

That means you can go beyond organic content with the full force of your ad budget.

Everyone wants to know how much to budget or charge for an Instagram post, but the typical response applies here: It depends.

First, let’s take a look at payment structures for influencers and how much to pay for different types of influencers.

Do you need to pay influencers?

It’s a best practice to pay influencers for content, but not all businesses do.

Influence Marketing Hub found that 50% of brands now compensate influencers with a sales commission from their campaign, while 24% pay a flat fee to influencers.

Others offer discounts or free products or services, but that isn’t a best practice anymore.

If you want the best quality content and to build a long-term relationship with an influencer and their followers, you need to compensate fairly.

“Top brands understand that content creation is a job, and almost all their creators are self-employed,” says Olivia McNoughten , director of product marketing at creator management platform GRIN . “As such, negotiate rates respectfully, provide clear compensation timelines, and pay creators on time.”

Compensation by Types of Instagram Influencers

If you are imagining Kylie Jenner or Lionel Messi plugging your brand, put that fantasy aside for now. Only the biggest brands can afford the price tag of major celebrity influencer campaigns, but that isn’t a bad thing for your business.

There are influencers available for every size of business and budget. Working with nano-influencers and micro-influencers isn’t just a consolation prize.

44% of brands say they prefer nano-influencers, followed by 26% who target micro-influencers.

Why? Nano-influencers and micro-influencers have loyal, engaged followers and are perceived as more authentic. Let’s look at the data: the average engagement for a post on Instagram is 2.05% .

But for accounts with a million followers? It’s just 0.95%. While famous influencers have a wide reach, they don’t always produce the best results.

How much should you pay for a sponsored post on Instagram?

According to Izea , brands pay an average of $1,311 for a sponsored Instagram post and $2,784 for an Instagram story. You can use a rough estimate of $100 per 10,000 followers to set your rate.

Expect to pay more for an Instagram story or reel than a photo post and pay even more for multichannel posting (like Instagram with Facebook or Instagram with YouTube) because of the higher engagement rate.

How to Set an Influencer Marketing Budget

If you’re setting your first influencer marketing budget, take inspiration from the chart below. The top 15% spend over $500,000 a year, but the normal range– nearly half of influencer marketers– spend less than $10,000 a year.

I’ve seen brands start influencer marketing with as little as $50 or $100. Start small, focus on the basics, and measure your ROI. As you see results and hone best practices, scale up your influencer program and budget.

First, finding the right influencers is crucial to make your campaign successful. Of brands, 48% say that finding influencers is their top challenge in influencer marketing.

I chatted with Olivia McNoughten about why fit matters.

“Consumers are savvy. They can spot transactional content from a mile away, such as product placements that miss the mark or dishonest endorsements,” she says.

McNoughten notes that your audience can identify when a partnership is inauthentic or feels forced. This can actually damage your brand.

“So, brands must ask themselves: Is there brand alignment? Are our values aligned? Is it a good fit? And if yes, then brands should focus on building a direct relationship with that creator to cultivate a true advocate of your brand. That is the key to authenticity,” McNoughten says.

1. Define your ideal creator profile.

McNoughten advised that brands identify their top values and goals before searching for influencers. Then, they can envision their ideal creator profile.

“Your ideal creator profile should specify the type of influencer you are looking for, such as ideal engagement rate, what sort of content the creator should be posting, desired audience demographic , and so on,” McNoughten says.

2. Practice social listening.

The best starting point for finding like-minded influencers is to pour through Instagram to see who’s creating great content in your industry.

Instagram’s search bar and the HubSpot Marketing Hub are two simple places to start. Follow common hashtags, start making influencer lists, and consume lots of content before approaching an influencer to make sure they’ll be a good fit.

Pro tip : Find influencers who are already talking about your specific product category or the brand itself.

If you can find someone who already knows and loves your brand, you’ll have a high chance of success of them agreeing to partner with you and creating authentic, engaging content.

3. Use an influencer discovery platform.

If sifting through millions of accounts sounds too overwhelming, there is a more systematic way to approach finding influencers.

Use an influencer discovery management platform like GRIN , HypeAuditor , Brandwatch , or Upfluence to search for influencers by category, demographics, reach, and engagement rate.

These platforms recommend potential matches and let you filter down results, but they also help by flagging potentially fraudulent accounts.

72% of marketers worry about influencer fraud, and these platforms show you an audience quality analysis so you aren’t wasting your money.

Influencer management platforms are also useful for managing influencer marketing at scale. Speaking of scale, let’s get into the nitty-gritty practical items: how do you work with Instagram influencers?

Free Influencer Marketing Kit

Learn the fundamentals of successful influencer marketing strategy with this free ebook and set of templates.

• Email templates for influencer outreach
• The do's and don'ts of working with influencers
• The ins and outs of paying influencers
• Measuring success from influencer campaigns

Ready to get started? Hold onto your wide-brim fedora, and make sure you have a plan before you jump in.

1. Outline your goals.

Before you start, define your goals and which KPIs you’ll use to measure success. Is the goal of the campaign to grow your brand through impressions? To gain more followers? To sell a specific item?

This will set the stage for everything to follow, from your compensation structure to your creative brief for influencers.

2. Structure your influencer marketing program.

Now, let’s look at how you’ll structure your influencer program. Answer these questions to give parameters to your program.

What will your compensation structure be?

Choose between a flat rate, affiliate commission, or other non-monetary compensation.

What is your campaign frequency?

Many influencer campaigns are structured per month, per quarter, or even per year. The frequency gives influencers a timeframe they must post within and a cadence for sending new, timely campaign briefs.

How will you track results?

The most popular success metric for influencer campaigns is views/reach/impressions, followed by engagement, then clicks.

A smaller number of brands judge success by sales. Just remember that if you need to track sales for affiliate commission, make sure you have a watertight attribution system in place.

Pro tip: Use UTM codes, coupon codes, or another method to make sure you can track all transactions.

What contracts or legal documents do you need your influencers to sign?

Since you are paying influencers to represent your brand, you need to get a few things in writing to protect yourself. Here are some common ones brands ask influencers to sign:

• Terms and conditions for your partnership.
• An image release so you can use the branded content videos without copyright concerns.
• A non-disclosure agreement to keep the terms confidential.
• Your brand or content guidelines.

Pro Tip: If you work with dozens or even hundreds of influencers, find a way to automate your workflows so you aren’t tracking myriad conversations and contracts across DMs and email

How will you communicate and set expectations?

Think about the experience you want to create for influencers since this will indirectly sway their opinion of your brand and bleed into their content.

Prioritize timely communication with creators such as approving content, discussing payments, negotiating, and collecting contracts while remaining approachable and trustworthy.

Set clear expectations on content guidelines, deadlines, payments, and shipments to ensure there are no hidden surprises. Brands who put the effort into a white-glove influencer experience will build long-term relationships and reap the rewards.

3. Make personalized outreach.

When it’s time to make contact, don’t just send the same templated message to everyone. Personalize your outreach based on their content. Explain why you like their content and why you think they’d be a good fit.

If you can, go the extra mile by contacting influencers outside of Instagram DMs. Take an extra minute to find their website or email address, or use a platform to reach out.

This saves you from getting lost in a sea of messages and shows professionalism.

Be upfront on whether an opportunity is paid or not. “Paid partnership opportunity” is a door-opening subject line, but don’t bait-and-switch.

4. Let them be themselves.

Don't forget to share this post!

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The rise of virtual influencers: are they here to stay?

Written by by Jasmine Williams

Published on  April 2, 2024

Reading time  6 minutes

The steady popularity of influencer marketing , coupled with rapid advancements in AI and metaverse technology, is fueling the growth of a new social media superstar: virtual influencers. These computer-generated personalities function a lot like real human influencers. They post selfies and content from their day-to-day lives alongside brand partnerships with major companies. The only difference is they don’t exist in the physical world.

Are virtual influencers a trend with staying power or more of a novelty for brands looking to cut through the noise of an increasingly crowded social media landscape? In this article, we’ll define virtual influencers and how they work, the major considerations brands should have before working with one and some of the most prominent virtual influencers on the scene today.

What are virtual influencers?

Virtual influencers are digital personalities that exist primarily on social media. They’re not real people but computer-generated characters created with advanced CGI, motion capture and AI technology.

There are different types of virtual influencers, ranging from non-human characters to highly realistic human-like personas. They’re often developed and managed by creative agencies specializing in AI, robotics or marketing. However, some brands have even created their own virtual influencers, like Brazilian retailer Magalu’s Lu . These brand-specific characters function more like spokesmodels or mascots, as they rarely have a platform or following outside of the brand.

How do virtual influencers work?

Virtual influencers operate much like regular social media influencers. These online avatars interact with social media users like human influencers, sharing content, endorsing products and engaging with followers. They offer a unique and innovative way for brands to connect with their audience. But there’s a core difference: The interactions they have with real-life products or services and the engagement with followers are completely fabricated.

A virtual influencer marketing example would be Barcelona-based virtual influencer Aitana’s recent partnership with hair salon Llongueras. Aitana shared pictures of her new hairstyle on her Instagram feed and even documented a fake trip to the salon in her Instagram Stories.

The benefits of virtual influencers

Influencer marketing and AI are two huge trends that are quickly taking over the marketing industry. In a Q3 2023 Sprout Pulse Survey of 307 US-based social marketers, 81% said influencer marketing is an essential part of their overall social media strategy. And, our Sprout Social Index found that 81% of marketers say AI has had a positive impact on their work. But what happens when you combine the two? Here are a few of the most significant benefits of partnering with virtual influencers.

Control over content

Brands who want to get across a certain message or have a specific point to make with an influencer partnership have a different level of control over content with virtual influencers. Having more control over what an influencer posts can be appealing to some brands with a very specific message to share.

Adaptability

Virtual influencers never age, can speak any language and can ‘travel’ to any place. This level of adaptability and flexibility means brands can potentially use one virtual influencer for campaigns in different regions instead of finding different influencers for various markets.

Consistency

Unlike human influencers whose brands might evolve as they age or enter different life phases, virtual influencers have a consistent appearance, personality and content. This stability means brands don’t have to worry about unexpected shifts and can rely on a virtual influencer to promote their offer in a predictable way.

How virtual influencers impact brands

Are virtual influencers the future of social media marketing? Well, it depends. A 2022 consumer research survey found that nearly half of people who follow social media personalities are interested in following a virtual influencer. However, many brands and agencies are cautiously pursuing virtual influencer partnerships, as the new technology poses some risks.

Here are some key points brands need to think about as virtual influencers become more popular.

Brand safety and reputation

Virtual influencers may seem like a safer bet than real-life influencers, but they’re not completely immune to controversy. For example, influencer Caryn Marjorie made headlines for creating an AI version of herself that some people criticized for being demeaning to women and enabling anti-social behavior.

Additionally, AI has a black box problem. Humans don’t fully understand how these systems work or make decisions, which poses a huge challenge for advertisers and agencies. Without that clarity, it’s hard for brands to trust these virtual influencers completely. So, while AI has a cool factor, marketers must be careful about diving in headfirst to avoid future PR disasters.

Transparency and authenticity

Most people already struggle to tell the difference between authentic and AI-generated images. A recent study found that participants could only do so 61% of the time . As technology advances and virtual influencers resemble humans even more, it’s imperative for brands to be transparent about how they use these tools.

The FTC said virtual influencers should disclose brand sponsorships just like human influencers, and the ad agency Ogilvy is pushing for clearer rules about AI-generated content . Still, virtual influencer regulations and guidelines are a work in progress.

Additionally, most brands work with influencers to tap into their authentic relationships with their audience. While there are still real people behind a virtual influencer, they can’t directly connect with their followers in the same way. They also can’t interact with products or give honest reviews like human influencers can, which can make their endorsements feel less genuine.

Audience sentiment

Virtual influencers can impact how people feel about brands—for better or worse. While AI tools have recently exploded in popularity and have dozens of benefits for marketers , the more human-like applications of the technology can sometimes produce an “uncanny valley” effect where people find them off-putting.

Some of the most popular virtual influencers also have racially ambiguous features, which marketing experts interpret as a way for brands to appeal to a broader audience . However, this approach could also work against a brand, as it can be seen as a shortcut to appearing more inclusive than they actually are—an issue many beauty and fashion brands have been criticized for .

The top virtual influencers making waves on social media

The trend may be gaining momentum now, but virtual influencers have actually been around for quite some time, quietly revolutionizing the world of influencer marketing and building massive social media followings. From fashion icons to animated characters, here are the top virtual influencers to follow.

Lil Miquela

According to her Instagram bio, Miquela ( @lilmiquela on Instagram) is a “19-year-old robot living in LA.” A pioneer in the virtual influencer space with 2.6 million Instagram followers and 3.5 million TikTok followers, she was launched in 2016 and is now managed by creative agency Brud. She’s partnered with brands like Prada, Pacsun and Calvin Klein and even earned a spot on TIME magazine’s list of the ‘25 most influential people on the internet.’

Imma ( @imma.gram on Instagram) is a virtual girl in Tokyo with over 390,000 Instagram followers. The brainchild of Aww Inc., she’s known for her iconic bubblegum pink bob and killer sense of style. She is also curious and often questions her identity, using the hashtag #ithinkimcgi. Recently, Coach launched a campaign featuring Imma alongside celebs like Lil Nas X and Camila Mendes, where she visits each ambassador in their virtual worlds.

Janky ( @Janky on Instagram) is a mischievous cat-like character with 1 million Instagram followers and 11.9 million followers on a shared TikTok account with fellow virtual influencer Guggimon. They were created by Superplastic, a company known for its animated synthetic celebrities and designer toys. As a virtual influencer, Janky has collaborated with brands like 7-Eleven, Fortnite and Gucci.

What’s next for virtual influencer marketing

Virtual influencers bring a fresh and attention-grabbing twist to marketing campaigns. But there’s still a lot we don’t know about this technology.

Our advice? Vet a virtual influencer just like you would any other influencer, and weigh the risks and benefits for your brand. Pressure test the idea against your audience’s expectations and your brand’s core values. Would your audience find value or entertainment in a virtual influencer partnership, or do they prefer real creator collaborations? Make sure the influencer is ultimately the right fit for your brand.

If you do choose to move forward with a campaign, transparency is key. Use hashtags like #PoweredByAI to let people know it’s a virtual influencer campaign, and closely monitor any interactions between the influencer and your audience.

Ready to start planning your next virtual influencer marketing campaign? Check out our influencer marketing budget template to optimize your spending and ensure you allocate your marketing dollars to the right partnerships.

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Why the Influencer Industry Needs Guardrails

The author argues for an industry in which unethical behavior is punished; professional expectations, pay, and desired outcomes are standardized; and creators are given the same rights and protections as other professional marketers.

And how to professionalize a maturing practice

Idea in Brief

The problem.

Influencer marketing is a global force with huge potential for both positive and negative social impact. Influencers, brands, and social media companies that mislead the public could ruin an industry reliant on credibility.

The industry is built on precarity, with little professional cohesion and inconsistent consequences for unfair play.

The Solution

Marketers must build teams of trustworthy professionals. They must commission work that prioritizes quality and integrity over virality. And the industry as a whole should develop trade organizations and unions to protect influencers, marketers, and the public.

Over the past 20 years the social media influencer industry has grown from nothing into a pervasive global force that has completely rearranged the way information and culture are conceived, produced, marketed, and shared. Commercial sectors such as fashion, beauty, and travel led the way, but nonprofits, government services, and political campaigns are increasingly joining in, hoping to harness the seemingly more authentic medium of influencer marketing.

Stars are using their influencer status to launch their own products and capture more profits for themselves.

• Emily Hund is the author of The Influencer Industry: The Quest for Authenticity on Social Media and a research affiliate in the Center on Digital Culture and Society at the University of Pennsylvania’s Annenberg School for Communication.

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Do you know who is the person with the most followers in the world on Instagram? Of course, being very followed on networks gives you the power to influence all your followers and fans. In marketing, there is a strategy called influencer marketing, which consists of big brands and companies contacting "influencers" to promote their product, given the high visibility they have. These processes are not so simple and there is a lot of marketing work behind. If you need it you can use this set of infographics to express, through all the resources included, your data and information in a clear way. If you liked it, please "like" it!

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Gen Z's fading dream

Human influencers are being replaced by artificial intelligence — and maybe that's a good thing.

More than half of Gen Zers want to be full-time influencers, a recent Morning Consult poll found, and it's not hard to see why. They've grown up watching their peers on YouTube film makeup tutorials, narrate their "Fortnite" games, and explain money . It's both where they live their lives and where they learn about the world. Plus, the career path sounds like a dream: You get to be your own boss, you can make more than you could at a traditional job, and you just have to be good on camera. Success stories of influencers making millions of dollars have only galvanized the generation.

"Gen Z explicitly wants to become influencers, are trained to become influencers, do camps to become influencers, strategize in a variety of ways to become an influencer," Angèle Christin, a professor at Stanford studying the influencer industry, told me.

A decade ago, many successful influencers stumbled into fame ; they were just regular people sharing about their lives or showcasing a niche skill when they suddenly found themselves with a huge audience and brands desperate to work with them. Anyone could strike it lucky at any time. But over the past several years, the influencer economy has shifted. Gone are the days when casual posting could suddenly turn into a lucrative career. On top of the work being an influencer requires, the competition gets tougher each day as more people vie for fame.

To make matters worse, influencer wannabes aren't competing only with humans — they're soon going to be competing with artificial intelligence. Advancements in AI tech have given birth to an industry of AI influencers , and major companies are beginning to show interest in their far more cost-effective approach to marketing. And who can really compete with that?

The influencer market is thoroughly saturated, Nikita Baklanov, an analyst at the influencer-marketing company HypeAuditor, said. Out of Instagram's some 2 billion monthly active users, "only 800,000 accounts have over 100,000 followers," he said, citing his company's research. That's less than 1% of accounts — but still a lot of accounts. And the number is growing.

In a crowded field, standing out takes work. Julia Broome, a social-media manager for influencers and celebrities, is already seeing the impact on longtime influencers. "Creators that were able to get a big buzz or get a huge following back in the day, they're experiencing some drop-off," she said.

Today, most influencers need to have a variety of revenue streams to stay financially viable, Baklanov said. They need to offer subscriptions, create their own merch, or sell a course. Increasingly, they need to exist beyond social media. "Platforms keep changing. The algorithms keep on changing. The formats keep on changing. And at some point, the influencers realize that they have to build a loyal audience, and they have to take that audience outside of social-media platforms," Christin, the Stanford professor, told me. That means setting up a podcast, running events, or creating a newsletter.

With tools like the AI image generator Midjourney and OpenAI's forthcoming Sora, creating content is becoming much-more affordable.

A Wall Street Journal article from 2021 suggested that the chances of making enough money from TikTok influencing for it to be an at least five-year career were less than 0.0001%. Only 100 people out of more than 1 million will succeed.

As the career path slips further out of reach, some people are turning to creating user-generated content for brands, rather than for their own audiences. Broome told me she'd seen a "big surge in UGC creators," who come at a much-lower cost to brands than traditional influencers. For creators, it's a nice way to make some money, but if your dream is to call your own shots for your own fan community, it's not a good sign. And now AI is poised to be another threat to job opportunities.

In 2016, Miquela Sousa, aka Lil Miquela , was born, as a fully formed Brazilian American 19-year-old. With 2.7 million followers on Instagram Miquela has been reported to rake in over $10 million a year in brand deals, with campaigns for Prada and Calvin Klein. She, however, is not a real person.

She is one of roughly 200 virtual influencers, according to Virtual Humans, a site that tracks these faux influencers, fueled by advanced motion graphics and a sizable team of people. Along with others, like Imma , who gets millions of views on TikTok, and Shudu , a virtual model, she proved people were willing to engage with someone who wasn't exactly real.

Miquela's success didn't spark a virtual-influencer revolution, but that was largely because of cost — human influencers were still cheaper. In the past couple of years, however, AI has advanced enough to make digital influencers much easier to create and run. With tools like the AI image generator Midjourney and OpenAI's forthcoming Sora , which makes extremely realistic videos from text prompts, creating content is becoming much-more affordable. "It costs almost nothing," Baklanov of HypeAuditor said. "And they can actually duplicate it in different languages."

Companies have been quick to capitalize on the potential. Late last year, Meta announced "a universe of characters," fueled by AI, with Instagram and Facebook accounts you could message with. "We've been creating AIs that have more personality, opinions, and interests, and are a bit more fun to interact with," the announcement said. An AI-model agency called The Clueless launched last year with two models. The founder told Euronews, "We did it so that we could make a better living and not be dependent on other people who have egos." Also last year, the AI-influencer company 1337 emerged from startup stealth mode with $4 million in backing. It has built dozens of AI entities each with niche interests, intricate backstories, and their own Spotify playlists .

Aurora is a 24-year-old climate-crisis activist on a mission to preserve Antarctica. Ezra , a 20-year-old intellectual studying at Oxford, likes hanging out at flea markets and cozy cafés. Wai is a 21-year-old abstract artist and sports enthusiast who's opened an art school for young talent.

Jenny Dearing, the company's cofounder and CEO, has been busy selecting content creators who can shape the behaviors of these entities via prompts. Once paired with a person to run things, each AI influencer will create posts and videos and start interacting with its audience. The AI learns from each interaction and uses the data that's gathered to become more engaging. It's no problem for an AI persona to respond to every comment or question it receives, and turn that into instant feedback for whoever is running the show.

This model of influencing requires far less time from real people, and it's particularly suited to those who are interested in influencing but don't want to put their own lives up for consumption. "For us, the long game is enabling more and more creators and brands to come in, create their own entity, manage that entity, advocate for that entity, and evolve and grow them over time," Dearing said.

Does it matter that an influencer is a human using AI tools or an AI character guided by a human? Either way, they are trying to sell us something.

For brands, being able to manage a consistent and engaging social-media presence at a low cost is an attractive pitch — and some have already expressed interest, Dearing told me. She sees AI influencers being used to provide a deep level of information, support, and guidance on brands and products. "Product placement is such a tiny potential of the future," she said. "For us, it's really a lot of knowledge exchange."

It will take time to see whether AI personas catch on , but the initial shift spells trouble for the future of influencing. Dearing doesn't think traditional influencers will disappear, but she thinks a shift toward AI ones is possible. "I see both scenarios existing for some period of time," she said. "What that balance looks like, who knows?" She added: "Over time, maybe it's an 80-20 where brands get really excited about having that control" and human influencers make up a smaller portion of the budget.

Do AI influencers really stand a chance at building trust with an audience? Most marketing experts say that what audiences really want on social media is authenticity . How you define that is up for debate, but it's clear that an AI-generated influencer is going to raise some eyebrows. After all, if a computer animation is promoting a new skincare product, you probably wouldn't trust it as much as you would a human influencer swearing it was life-changing. On the flip side, though, anyone who has found themself apologizing to ChatGPT knows exactly how quickly we start to see AI as human.

A 2020 paper in the Journal of Advertising found that AI influencers "can produce positive brand benefits similar to those produced by human celebrity endorsers." But it also found that when things went wrong with an AI influencer, there was similar reputational brand damage. There's potential for financial harm, too: Earlier this year, an Air Canada AI chatbot gave incorrect information about a discount to a customer. A tribunal ruled that the company was bound by that and had to provide a refund. A study in the European Journal of Marketing found that consumers were just as likely to follow an AI influencer as a human influencer but that they didn't trust the AI influencer as much. They were, however, more likely to talk with others about the AI influencer, which could turn out to be a positive for brands.

The trust question may already be moot, though. As AI chatbots have become more commonplace, most of us are already using them regularly. Chatbots are used for healthcare support, for therapy , and to warn teens of the dangers of too much social media — how different is an AI influencer, really? Was the Air Canada customer wrong to trust the AI bot's information? Clearly, the court didn't think so.

You could even argue that there's something more authentic about a brand using an AI entity to market itself and engage with people than a human turning themself into a brand to appeal to the algorithmic robots of a social-media platform. We already know that influencers carefully craft their presentation, often with a manager or coach. Does it matter that an influencer is a human using AI tools or an AI character guided by a human? Either way, they are trying to sell us something.

The social-media-management platform Hootsuite's 2024 Social Media Trends report said: "The most successful brands will redefine 'authenticity.'" The focus won't be on who is creating the content but on whether the content is compelling. As Dearing sees it, we're moving toward an information-driven experience. "Ultimately, these influencers become a really lovely visual way to engage on social platforms that are more knowledge-based," she said.

Some experts have a significantly more pessimistic take: Eric Schmidt, a former Google CEO, and Jonathan Haidt, a social psychologist and author, wrote last year about the potential for "skillful manipulation of people by AI super-influencers." This would be possible, they suggested, by the potential for generative AI to be highly personalized to individual wants, needs, and interests. AI has also been used to create deepfakes of celebrities and influencers that can damage their reputations. Already, there's plenty of interest from marketers in AI's ability to exploit consumer cognitive biases. Essentially providing marketers with a highly targeted, souped-up version of the most effective human influencers.

If AI does catch on in the influencer world, Gen Z and Gen Alpha will have an even more challenging time striking influencer gold. What holds value online is already starting to undergo a fundamental shift, and influence will be up for grabs.

Clem De Pressigny is a   freelance writer and editor, and was previously the editorial director of i-D magazine. She covers the internet and technology, the climate crisis, and culture.

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Visit Indy is hiring influencers to promote the city

V isit Indy, the city's marketing arm, is  hiring social media influencers to bring people to Indianapolis — most recently for Monday's total solar eclipse.

It is a way to promote the city in the palms of peoples' hands.

Like a tour guide, influencer Angie Thomas carried a tall pole walking through crowds. This difference is her tall pole has a camera on the end, and the more than 17,000 people following her are online.

"They want to see a real person enjoying experiences or traveling somewhere," Thomas said.

Visit Indy hired the Chicago-based content creator to show off Indianapolis.

"It's essentially a skillset, just like any other job where somebody is very well-versed in technology, in photography," Thomas said.

Because Visit Indy is a nonprofit, influencers are typically offered cool things to do instead of cash.

In exchange for posting Instagram videos, known as reels, to her account The Honest Passport , Thomas gets to stay at the Hyatt, experience some of the best restaurants and view the eclipse from a kayak in the White River.

"I give a take of what someone would experience from the beginning to the end," Thomas said.

RELATED: How does the Lemon Law work? The options available to consumers

So, how do influencers hear the words "you're hired?"

Christine Zetzl, with Visit Indy, said the answer is engagement.

"You want to see authentic content that's getting the comments. It's getting the likes," Zetzl said. "We know that when the audience is engaged, they're more likely to act on what this person is posting."

The tourism group started hiring content creators almost a decade ago.

This year, it is investing $10,000 in influencer marketing to focus on the region.

"A Chicago resident, Cincinnati, Detroit," Zetzl listed, "that drive-in market around four hours."

The hope is when Thomas' followers in the Chicago-area see what she posts about Indianapolis, they will want to see and spend in our city, too.