Companies run influencer programs to get influential individuals to promote their products. Setting up these programs is easier than you might think. When you see a celebrity promoting a product in an ad, you don’t know if they actually use the product. You also don’t know if they have any value, because it’s a script written by the brand.

Now, imagine that same product being recommended by someone you already follow and respect on social media. Even if you don’t know them personally, you’re more likely to believe them when they tell you how the product has made their life easier or better.

Brands are capitalizing on this phenomenon by having influencers recommend their products to specific audiences. Read on to learn about the definition, benefits, and successful examples of influencer programs. We’ll also provide a step-by-step guide to creating your own influencer program.

What is an Influencer Program?

Influencer programs are marketing initiatives where a company partners with influencers to promote their products and services on social media platforms. These programs rely on the influencers’ ability to reach and engage with large numbers of loyal followers, making them a powerful tool for increasing brand awareness and driving sales.

Influencers create content that promotes products on social channels like Instagram, YouTube, TikTok, and Facebook. This allows companies to maximize exposure and engagement, while influencers monetize their social media accounts through direct monetary compensation, free products, or commissions based on the sales they generate.

Benefits of an Influencer Program

Businesses looking to strengthen their social media presence can benefit from influencer marketing by:

Greater Reach

Influencer campaigns can reach potential customers who are not familiar with your brand. When influencers promote a product or service, their efforts increase brand awareness among their followers, and their followers trust their product recommendations. Exposing your brand to a large influencer’s following can have positive results for new or smaller brands looking to establish a presence in the market.

Improved Credibility

Influencer marketing can leverage the trust that influencers have built with their followers to increase the credibility of your business. When influencers leave positive reviews of your brand’s products or services, it conveys a sense of authenticity and trust that is difficult to convey through other traditional marketing methods.

According to a consumer survey by Matter Communications , 69% of respondents said they are more likely to trust information from friends, family, or influencers than information directly from brands.

Higher Engagement Rates

Successful influencers have strong social media skills that allow them to run social media accounts and attract followers. They are adept at creating engaging social media content that resonates with their audience and drives engagement metrics such as likes, comments, and shares.

By working with influencers, businesses can reach passionate audiences who want to learn about their brand.

How to build an influencer program

1. Define your goals
2. Choose the Right Influencers
3. Establish Relationships
4. Develop Content Guidelines
5. Execute Campaigns
6. Track Performance

To create a successful influencer program, you can follow these key steps:

1. Define Your Goals

A successful influencer program starts with a clear understanding of what you want to achieve. Start by identifying your main goals, such as increasing brand awareness, increasing sales, launching a new product, or growing your social media following. Being clear about your goals will help you choose which influencers to work with and what type of content you should create.

When setting goals, make them specific and measurable so you can track your progress. For example, rather than a vague goal like “increase brand awareness,” set a specific goal like “increase Instagram followers by 20% in 3 months.”

2. Choose the Right Influencers

Choosing the right influencers is essential to the success of your program. First, research influencers who align with your brand values ​​and have followers that match your target audience. Consider follower counts, average likes, video views, impressions, etc. Your influencer’s media kit should include all of these engagement metrics.

Influencers with hundreds of thousands or even millions of followers can significantly expand a brand’s reach due to their massive audience base. Meanwhile, micro-influencers with smaller follower counts but high engagement can be useful for reaching niche markets and increasing the authenticity of campaigns.

3. Establish Relationships

Once you have identified the right influencer, contact them through their preferred communication method. Many influencers provide their site or email address for inquiries like this. Express your interest and explain the goals of the program.

If the influencer agrees to collaborate, negotiate the terms of the partnership. Consider a payment structure such as a flat fee, performance-based pay, or free product. Avoid misunderstandings by setting clear payment terms.

4. Develop Content Guidelines

Provide clear content guidelines to ensure influencers are consistent with your brand. These guidelines should include messaging, tone, visual style, and any other specific campaign requirements.

However, it’s important to strike a balance between structure and personality. Allow influencers to infuse their own style and personality into their content. This helps influencers remain authentic to their followers. Provide examples of the content you want to see, and be open to adjusting the idea to resonate with both your brand and your audience.

5. Execute Campaigns

Once you’ve set your goals, selected influencers, and developed content guidelines, it’s time to execute your campaign. Work with influencers to schedule posts, stories, or videos based on a strategic timeline. Make sure all your communications are published as planned.

6. Track Performance

Monitor your campaigns. Provide unique influencer links for each post to measure the effectiveness of your influencers and gather valuable data on traffic and conversions. Use analytics tools to monitor key metrics like reach, engagement, conversions, and return on investment (ROI). Gather feedback from influencers and audiences to gain insights into what’s working and what’s not. Analyze this data to decide which influencers to keep, and regularly review and improve your influencer program to ensure it continues to meet your goals and drive growth for your brand.

Three examples of successful influencer programs

1. Honey Pot
2. Amazon
3. Gymshark

Here are three successful examples to consider before starting your influencer program:

1. Honey Pot

When choosing partners, feminine hygiene company Honey Pot focuses more on finding “people who can create meaningful creative content that reflects our values” than on follower counts. Giovanna Alfieri, VP of marketing, says the company uses influencers to humanize the brand and add humor to intimate conversations.

2. Amazon

Amazon’s Influencer Program makes it easy for anyone with a YouTube, Instagram, Facebook, or TikTok account to monetize their content. Amazon influencers accepted into the program create their own Amazon Influencer Store, linking to the various products they recommend, and earning commissions for sales made through their custom Amazon storefront.

Similarly, the Amazon Associates program is an affiliate program that allows bloggers and people with small social media followings to earn money by recommending products. Amazon Associates account holders cannot run their own curated Amazon influencer pages, but they can earn commissions by sharing affiliate links on their blogs and social media accounts.

3. Gymshark

Gymshark , an athletic apparel company, started out by giving free gear to fitness YouTubers to wear in their videos. Today, Gymshark’s influencer program, Gymshark Athlete, is a key part of the brand’s marketing strategy. Gymshark partners with athletes, trainers, and fitness influencers who embody the brand’s values ​​and lifestyle to create YouTube content, launch new products, and even develop apparel collections.

Influencer Program FAQs