Best Practices in Influencer Marketing

What is influencer marketing, how to do it well, and how do you find influencers for your brand?
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Everywhere you look you see a new face marketing a new brand or an old brand. There is a new trend that has been gaining traction over the last decade, which is influencer marketing. Alternative sources of entertainment like YouTube and media streaming platforms are on the rise.

In this article, we are going to jump into the brand-influencer world and see just why it is so darn appealing to these brands and how using a brand influencer can help gain traction for your business and your next campaign.

What is Brand Influencer Marketing?

There is a new level of connectivity in the world and brand influencer marketing takes advantage of this. The online world of social media has opened a new avenue and through this avenue, you can use brand ambassadors to help push your message and services to a wider audience in a more organic way.

For instance, if you are a food blog or a local restaurant, by reaching out to food influencers and cultivating a good relationship with them, you can drive more traffic to your business and use that influencer in building your personal brand.

This could be anything from someone who simply loves food and manages a food Instagram feed to a food and restaurant review blogger. By creating a campaign or collaboration with food bloggers in your area you will widen your client base and do so with little to no capital expenditure.

What are the Benefits of Influencer Marketing?

Influencer marketing brings with it a whole slew of benefits that you will be able to take advantage of when your company utilizes some of the best practices for influencer marketing.


You don't have to rely on your words or numbers to gain your customer's trust instead you have a built-in trust factor by simply connecting with the said influencer. Brands looking for influencers are set to reap the benefit of that influencer hard work.

Brand Awareness

Utilizing the social media world to expand your reach is just smart and using the organic reach of these social media influencers will help get your brands to name out there. Not only that but it will also get your brand's mission statement out as well.

Enhances Content Strategy

This is a symbiotic relationship you are cultivating with your chosen influencer or influencers. Sharing their content as well as allowing them to share yours will boost your content creation levels and allow you to make sure that there is never a lull in your content strategy.

Improved Engagement

Maybe the biggest benefit of all is that your brand will be put in front of the right eyeballs. Utilizing influencer best practices will help you find people interested in your niche and therefore customers or clients that will be engaging with you and tour content at a higher level.

It Gets Results

Social media and online platforms can connect influencers with brands and has a lot of benefits when it comes to several avenues of results. Not only does it drive traffic, but it's also boosting SEO, helps generate leads, and saves on marketing expenditure.
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Influencer Collaboration

Photo by Humphrey Muleba on Unsplash
Collaboration is a new term for co-starring in some ways. By teaming up with an influencer that fits your brand, you will be able to gain and build relationships sometimes on a global scale.

Here are a few examples of successful collaborations:


This self-service travel planning platform intended to get its name out into the world and used travel influencer marketing for that. Started in Ukraine the founders knew that what they needed to do was reach out to influencers in the travel blog/blogger world and use their reach to get their brand known. That is exactly what they did.

TripMyDeam created a campaign where influencers would blog or post about their travels and mention the start-up while doing so. They contacted 108 micro-influencers and ended up with a total of 7700 interactions and 18000 clicks.

ColourPop Cosmetics

ColourPop Cosmetics is a fun and vibrant company that has leveraged the use of a beauty blogger like Zoella has elevated their name recognition so much they have even garnered more attention from celebrities like Becky G.

They also use micro-influencers to promote their brand on Instagram by using the #colourpopme. This is a well-executed beauty influencer marketing campaign that has a life of its own.


BMW has even gotten into the influencer marketing game by attaching themselves to adventure blog/blogger personalities. Using the reach of these influencers BMW has used these influencers to market their sports cars and the motorbikes as well as there more rugged fair.


Puma knows the power of influencers and the social media world and though they tend to stick with more known influencers like Selena Gomez they still have reached out to footwear industry blog/blogger influencers to get their brand out there.

Influencer Marketing Best Practices

There are a lot of best practices when it comes to influencer marketing, but only 2 stand out as the best.

Macro-Influencers are the Way to Go

When you look at the ever-growing world of influencers you have two distinct types which are called "macro" and "micro". The micro-influencers tend to have a smaller following and extremely more niched down, but they have more engagement as well. By tapping into their you can have great results. Here are some examples:


Sephora engaged a handful form both categories and looked at the numbers to see which would drive more brand awareness and generate more leads:
  • Macro-influencers: 21
  • Micro-Influencers: 28
The total reach ended up with almost 8 million reached, 449 likes and a 5.9% total engagement when it came to the macro over the micro.
Photo by Deva Darshan on Unsplash


Stats show more than 80% of Americans are loyal to brands that stand for something.

By creating a content drive to attract their core customer they began several campaigns using influencer marketing to build awareness around Earth day. They simply let their audience know that through donating, recycling or upcycling.
You can reach out through social media avenues to connect with a brand influencer. By using, sizing your own social media platforms you can search for influencers through hashtags and posts.

So no matter if you are looking for a hiking blog for your new hiking tour, or you are one of the hundreds of fashion brands looking for influencers you will be able to find just what you are looking for.

For instance, take a search for #fashionblogger and see what you find. There will be millions of results, so just look for the one that fits your brand's image and ideology.

How to Find Influencers for Your Brand?

Wrap Up

There are many best practices you can use via brand influencer marketing. It just takes research to get your brand's name out there. By utilizing a smaller influencer, you will get a more concentrated audience and more engagement.
Create Successful Campaigns With Social Media Influencers
Dasha Samoilenko
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