Unsure about how to get influencers to promote your product?
Did you know that 49% of consumers base their purchase decisions on recommendations from influencers?
We are living in an era of influencer economy and for your business to get in front of people you need someone who has a loyal following to promote your business.
90% of marketers agree that influencer marketing is an effective strategy to boost awareness and engagement for your brand.
People usually make decisions based on opinions from their friends, family, and other people whom they think are expert or trustworthy. Think of it this way would you rather buy a product after seeing it’s ad or will your buy it when a trustworthy and expert person recommends the product to you?
I won’t buy after looking at an ad.
This s exactly why you should be using these trustworthy influencers to promote your business and build trust for your product.
But how exactly do you get influencers to promote your brand? Which influencers should you choose? How should you approach these influencers? Don’t worry I will answer all these questions for you today. Whether you’re wondering how to reach out to influencers to promote your product or looking for tips on how to get TikTok influencers to promote your product, I’ve got you covered.
So let’s not waste any more time and get started.
What is Influencer Marketing?
Influencer marketing is the promotion of your products or services through people who are Internet famous. These can be bloggers, celebrities or trusted authorities who are viewed as experts in their filed.
We can call influencer marketing a type of earned media because you are gaining publicity through promotional efforts.
Influencers can be everyday people with a large following or even celebrities with millions of followers. They usually have built trust in specific niche and have a loyal following of people who trust their endorsements and content.
Types Of Influencers
There are different levels of influencers and you will select the ones that are relevant to your brand and budget. Some of the common types of influencers are:
- Nano Influencers: 1,000 – 10,000 followers. They have a highly engaged audience.
- Micro Influencers: 10,000 – 100,000 followers. They are often seen as experts in their specific niche.
- Macro Influencers: 100,000 – 1 million followers. They have a broad reach and significant influence.
- Mega Influencers: Over 1 million followers. They include celebrities and public figures with massive followings.
Understanding these different kinds of influencers can help you create a marketing plan according to the requirements of your brand.
Why Influencer Marketing Works
Influencer marketing usually requires higher budgets and brands are reluctant to spend so much on just one video. So how do you convince your boss that influencer marketing is the best option? Here are some reasons:
1. Trust and Credibility
When an influencer promotes your products it is usually considered a genuine and good product from his/her followers. This is because the influencer is respected, trusted and considered someone of good knowledge. The results that you get with months of ad spend can be achieved in a matter of few hours with influencer marketing.
2. Targeted Reach
There are influencers in almost every niche whether you are looking for fitness, beauty or food you will find influencers in that niche. Each of these influencers will have an audience that is interested in that niche. This will allow you to reach audience that are already interested in your product/service.
3. High Engagement Rates
People follow influencers because they love their content. Influencers have higher engagement rates compared to brand accounts on social media. Their audience is likely to share, like, and comment on their posts more often which can allow you to reach more people.
4. Authentic Content
When you promote your brand on your brand account people will not trust it much because if you own a brand you will definitely talk positive about it.
On the other hand influencer content is considered more authentic, relatable and organic which makes people trust and buy products.
5. Cost-Effective
Influencer marketing is cost effective especially when you choose micro or nano influencers. These influencers might have a lower number of followers but their audience is highly engaged. They will charge lower fees and bring in good results.
How To Get Influencers To Promote Your Product
So now you know why to choose influencers for your brand. The next step is finding the right influencers. I have seen a big number of brands make a big mistake which is promoting their products through influencers that are not related to their niche. If you are a beauty product brand you will not just pick up any lifestyle influencer and promote your products.
You will have to find influencers who have promoted the same kind of products in the past. Check out how many likes and shares they have on those posts to get an idea for yourself.
How Do I Find Instagram Influencers to Promote My Product?
There are several different ways to find Instagram influencers for your product. The first way is to search for your relevant keyword in the Instagram search. For example, if I have a restaurant that sells burgers I will search for burgers on Instagram.
The next step will be to analyze all the video content and see which influencers are promoting burgers or restaurants on their pages. List down all these influencers with their followers and average engagement rates like comments and shares.
Another good way to find influencers is through your competitors. Identify which influencers they have collaborated with in the past and analyze the engagement metrics on their videos or posts.
You can also use tools like Influencity, AspireIQ, and BuzzSumo to find influencers related to your niche. These platforms allow you to filter influencers by category, location, follower count, and engagement rate.
For example, you can search for fitness influencers in your specific region who have between 10,000 and 50,000 followers and an engagement rate above 3%.
How to Get TikTok Influencers to Promote Your Product
The TikTok Explore page is filled with thousands of influencers that you can reach out to promote your products or services.
You can also search for influencers through the TikTok search just like you would for Instagram. For example, if you’re selling beauty products, you can search hashtags like #makeuptutorial, #beautyhacks, or #skincare. TikTok’s algorithm will show you trending videos and creators who are making waves in your industry.
If you can’t find any influencers through this method then you can use tools like Upfluence, CreatorIQ, and the TikTok Creator Marketplace. These tools will allow you to find influencers based on their follower count, age, gender, and location.
When evaluating TikTok influencers don’t just look at their follower count. You want a creator that has high engagement rates like shares, comments, and likes. A creator with higher engagement and fewer followers is better than a creator with a higher follower count and low engagement.
Ways to Reach Out to Influencers
Influencers receive hundreds of DM’s and emails every day so it is important for you to stand out from the rest of the people in order to get noticed.
Here are a few ways you can use to properly reach out to influencers:
1. Warm Up the Relationship
Before you shoot a DM or ask the influencer to collaborate with you it’s best to engage with their content and see what they are doing. You can leave comments and likes on their posts to get noticed from them and show them that you love their work.
Sometimes you can get lucky and the influencer himself might reach out to you and tell you that they will promote your products.
2. Contact Them via Email
Don’t go to DM’s that’s a big NO. Most of the time you will not get any response from influencers via direct message. To look more professional I will always recommend you to use your business email to contact influencers.
When you are ready to send your message start with a catchy subject line and mention their name. use a friendly tone and state the purpose of your email in the first paragraph.
Example Email Structure:
- Subject Line: Collaborate with [Your Brand Name] for an Exciting Opportunity!
- Greetings: Hi [Influencer’s Name],
- Introduction: I’ve been following your amazing content on [platform] and love your work on [specific topic or post].
- Purpose: I’m [Your Name] from [Your Brand], and we would love to collaborate with you on promoting our new product [Product Name].
- Details: Here’s what we have in mind [briefly outline the collaboration idea].
- Benefits: We believe this collaboration can benefit you by [mention benefits like free products, payment, exposure].
- Call to Action: Would you be interested in discussing this further? Looking forward to your thoughts!
- Closing: Best regards, [Your Name]
3. Provide Product Samples Without Expectations
Providing free samples to influencers can help you foster goodwill and allow them to test your products and create genuine opinions about the product’s likes and dislikes.
While I wouldn’t expect anything in return for this I have seen some influencers promoting products for free if they feel like your product is good so always give this technique a shot.
4. Be Clear About the Ask and Compensation
While an influencer might not directly ask you for compensation it’s good to mention your budget and requirements in your first message. This way if they feel like they are not going to do it you will not be wasting your time negotiating with them over something that’s not possible.
5. How to Negotiate with Influencers
Some influencers might charge really high prices just because they have a large following so it’s better to do your research before reaching out to influencers.
1. Research and Understand Influencer Rates
Try to create a spreadsheet with follower count, average engagement rates and prices of different influencers in your niche.
Contact all of them with a personalized email to find out their prices. This will give you a rough estimate of the prices that influencers are charging for promoting products.
Influencers with larger followings or higher engagement rates often ask for higher fees. Having this information will help you set realistic expectations and prepare for the negotiation.
2. Offer Flexibility
If you feel like the influencer is charging a higher price you can negotiate with them in different aspects such as:
- A shorter video instead of a long one
- Reducing the number of posts
- Reducing the number of stories
This will show the influencer that you are willing to work them and appreciate their work.
3. Emphasize Mutual Benefits
You can highlight that if the partnership becomes successful you will be partnering with the influencer in the future. You can offer them a free promo code that the influencer’s followers can use which will benefit the influencer.
Explain how the collaboration can provide value to the influencer, such as access to exclusive products, increased visibility, or opportunities for future collaborations.
4. Offer Non-Monetary Incentives
Consider offering non-monetary incentives that can add value for the influencer. These could include:
- Free Products: Providing free products for personal use or giveaways to their followers.
- Exclusive Access: Offering early access to new products or services.
- Cross-Promotion: Promoting the influencer on your brand’s social media channels or website.
- Affiliate Programs: Setting up an affiliate program where the influencer earns a commission on sales generated through their promotion.
5. Negotiate a Trial Collaboration
As discussed earlier, Propose a trial collaboration to start with. This allows the influencer to experience working with your brand without a long-term commitment.
If the initial collaboration goes well, they may be more willing to negotiate better rates for future projects.
Finalizing the Influencer Relationship with an Agreement
Now that you have successfully negotiated with the influencer it’s time to finalize everything with an agreement. An agreement should state the purpose of your collaboration and the roles and responsibilities of both parties.
It should also include details related to the deliverables of the collaboration. This will ensure that you and the influencer are both on the same page.
1. Define the Scope of Work
Clearly define what the influencer will be required to do and what his compensation will be. The requirements can include the Number of posts or blogs, the platform for collaboration and the deadlines for posts.
Example Scope of Work:
- Content-Type: Instagram post, Instagram story, TikTok video
- Number of Posts: 2 Instagram posts, 1 TikTok video, 3 Instagram stories
- Deadlines: First post by [date], second post by [date], TikTok video by [date]
2. Specify Compensation
Include a section that highlights the compensation for the posts made by the influencer. This can be monetary compensation or free products.
Example Compensation Terms:
- Monetary Payment: $500 for 2 Instagram posts, $300 for 1 TikTok video
- Product Compensation: Free product samples valued at $200
- Payment Schedule: 50% upfront, 50% upon completion
3. Outline Content Guidelines
While it is important to give creative freedom to the influencer you still want to outline some important things like the brands values and messaging. This will help you get content that aligns with your brand image.
Example Content Guidelines:
- Hashtags: #YourBrandName, #ProductName.
- Mentions: Tag @YourBrand’s Instagram account.
- Key Messages: Highlight the eco-friendly aspect of the product, emphasize the unique features.
How Much Does it Cost to Get an Influencer to Promote Your Product?
If we look at the average costs brands spend around $214 per influencer. An influencer campaign can range from anywhere between $1,000 – $10,000 but these are usually increased as the reputation and engagement rates of the influencers increases.
To give you a rough estimate here is how much influencer in each tier is expected to charge:
- Nano-influencers (500–10,000 followers): $10 to $100 per post
- Micro-influencers (10,000–50,000 followers): $100 to $500 per post
- Mid-tier influencers (50,000–100,000 followers): $500 to $5,000 per post
- Macro-influencers (100,000–500,000 followers): $5,000 to $10,000 per post
- Mega-influencers (500,000+ followers): $10,000+ per post
But as discussed earlier there is always room for negotiation with influencers so you want to take some time and discuss in detail with them before getting influencers to promote your products.
Conclusion
Influencer marketing is here to stay and your brand needs to take advantage of it if you want to boost your visibility and credibility.
Understanding how to get influencers to promote your products and how to negotiate with influencers will help you get the best deal and reach people who will more likely be interested in your products.
Start by identifying the right influencers who align with your brand and target audience. Build strong relationships through personalized outreach and mutual benefits, and negotiate fair terms that work for both parties
So what are you waiting for? Search for the perfect influencer and skyrocket your brand today!