When you see a celebrity promoting a product in an ad, you usually don’t know if they actually use the thing they’re endorsing. You don’t know what they stand for because the brand has carefully scripted their every word.
Now, imagine you see the same product recommended—this time by someone you already follow and admire on social media. You may not know them personally, but you’re probably more likely to take their word for it when they tell you how something can make your life easier or better because it’s had that effect on theirs.
Brands capitalize on this by recruiting influencers to endorse their products to specific audiences. Keep reading to learn about influencer programs, their benefits, and successful examples. You’ll also find a step-by-step guide to creating your own influencer program.
What are influencer programs?
Influencer programs are marketing initiatives in which a company collaborates with influencers to promote their products and services on social media platforms. These programs rely on influencers’ abilities to reach and engage with their large and dedicated follower base, making them powerful tools for increasing brand awareness and driving sales.
Influencers who operate on social channels such as Instagram, YouTube, TikTok, and Facebookcreate content promoting products. While companies gain increased exposure and engagement, an influencer monetizes their social media account through direct financial payments, free products, or commissions based on sales they generate.
Benefits of influencer programs
Businesses that want to enhance their social media presence can benefit from influencer marketing in the following ways:
Greater reach
Influencer campaigns can reach potential customers who may not know the brand. When influencers promote products or services, their efforts boost brand awareness among followers who trust their product recommendations. Getting in front of an influencer’s large following can have positive outcomes for a new or small brand trying to gain a foothold in the market.
Improved credibility
Influencer marketing can enhance a business’s standing by leveraging the credibility an influencer has with their followers. When creators give positive reviews of a brand’s products or services, it conveys authenticity and trust that other, more traditional marketing efforts may not.
In a consumer survey, Matter Communications found that 69% of respondents are more likely to trust information coming from a friend, family member, or influencer than information coming directly from the brand.
Higher engagement rates
Successful influencers have strong social media skills; without them, they wouldn’t be able to run their social media accounts and attract followers. They are adept at creating compelling social media content that resonates with their audience and encourages likes, comments, shares, and other engagement metrics.
By collaborating with influencers, businesses can reach an engaged audience that is willing to learn about the brand.
How to build an influencer program
- Define your goals
- Choose the right influencers
- Establish relationships
- Develop content guidelines
- Execute campaigns
- Track performance
You can create a successful influencer program by following these key steps:
1. Define your goals
To have a successful influencer program, you first need a clear understanding of what you want to achieve. Start by identifying your key objectives, whether they are increasing brand awareness, boosting sales, launching a new product, or building your social media following. Defining your goals will help you determine which influencers to work with and the type of content they should create.
Be specific and measurable in your goal-setting to ensure you can track your progress. For instance, instead of a vague goal like “increase brand awareness,” aim for something more precise like “increase Instagram follower count by 20% in three months.”
2. Choose the right influencers
Selecting the right influencers is crucial to the success of your program. Begin by researching influencers who align with your brand values and have a following that matches your target audience. Consider their number of followers, average likes, video completion rate, and impressions. An influencer’s media kit should include all of these engagement metrics.
Influencers with hundreds of thousands or millions of followers can amplify brand reach because of their vast audience base. Meanwhile, micro-influencers, with smaller but highly engaged followings, can be great for reaching niche markets and enhancing your campaign’s authenticity.
3. Establish relationships
Once you’ve identified the appropriate influencers, contact them via their preferred form of communication; many influencers have a site or email address for these types of inquiries. Express your interest and outline your goals for the program.
If the influencer is on board, negotiate the partnership terms. Consider payment structures, such as flat fees, performance-based payments, or free products. Clearly outline payment terms to avoid misunderstandings.
4. Develop content guidelines
Provide your influencers with clear content guidelines to ensure consistency and alignment with your brand. These guidelines should cover messaging, tone of voice, visual style, and any other specific campaign requirements.
However, it’s important to balance structure with creative freedom—let influencers infuse their posts with their unique style and personality. This approach helps maintain influencers’ authenticity with their audience. Provide examples of desired content and be open to refining ideas that resonate with both your brand and the audience.
5. Execute campaigns
With your goals set, influencers selected, and content guidelines established, it’s time to launch your campaigns. Coordinate with influencers to schedule posts, stories, or videos according to a strategic timeline. Ensure all deliverables are met and content is published as planned.
6. Track performance
Monitor the campaign. By providing a unique influencer link for each post, you can measure an influencer’s effectiveness, gaining valuable data on traffic and conversions. Use analytics tools to monitor key metrics such as reach, engagement, conversion rates, and return on investment (ROI). Collect feedback from your influencers and their audiences to gain insights into what worked well and what didn’t. Analyze this data to decide which influencers to retain. Regularly review and refine your influencer program to ensure it continues to meet your goals and drive growth for your brand.
3 examples of successful influencer programs
Here are three different successful influencer programs to consider before starting your own:
1. Honey Pot
When choosing collaborators, the feminine hygiene company Honey Pot focuses less on large followings than on “finding people who can reflect our values back at us whilst producing meaningfully creative content,” says Giovanna Alfieri, vice president of marketing. Honey Pot uses influencers to humanize its brand and infuse humor into intimate conversations.
“It’s really hard for agencies to replicate our humor, but what we find is there’s like a large number of micro-influencers that actually can take that tone and voice very organically because they’re just naturally funny and don’t have to think twice about it,” Giovanna says on the Shopify Masters podcast. “We want content that connects with people and is funny and educational.”
2. Amazon
The Amazon influencer program makes it easy for anyone with a YouTube, Instagram, Facebook, or TikTok account to apply to monetize their content. Amazon influencers who are accepted into the program create their own Amazon influencer store to link to various products they recommend. They then earn commission on sales made through their custom Amazon storefront.
Similarly, the Amazon associates program is an affiliate program that lets bloggers or those without a large enough social media following make money on recommended products. While those with Amazon associate accounts don’t get to run their own curated Amazon influencer page, they can earn commissions by sharing affiliate links on their blogs and social media accounts.
3. Gymshark
Workout apparel company Gymshark started by sending free gear to fitness YouTubers to wear in their videos. Today, Gymshark’s influencer program, known as Gymshark Athlete, is a cornerstone of the brand’s marketing strategy. Gymshark collaborates with athletes, trainers, and fitness influencers who embody the brand’s values and lifestyle to create YouTube content, announce new products, and even develop clothing collections.
Influencer program FAQ
What is an influencer program?
An influencer program is a marketing strategy in which brands collaborate with influencers with a significant online following to promote products or services.
Is influencer marketing the same as affiliate marketing?
Affiliate marketing is considered a type of influencer marketing. However, influencer marketing refers to a more personal and collaborative relationship between a brand and an influencer, in which the two work together to develop content. In these cases, the influencer is often (but not always) paid a flat fee for their work. Affiliates typically work more independently and only earn commissions when their product recommendations generate sales.
How do you find influencers for your brand?
To find influencers for your brand, search social media platforms, influencer marketing networks like Shopify Collabs, and agencies to find individuals whose audience demographics and values align with yours.
