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As competition in the world of influencer marketing continues to heat up, marketers and brands are devoting more money to influencer-marketing budgets. In fact, spending on influencer marketing is projected to reach up to $15 billion by 2022.

That’s because the influencer-marketing industry has proven that it’s a powerhouse, rather than a flash in the pan. Successful influencer-marketing campaigns can drive website traffic, brand awareness, engagement, leads, and online and in-store sales. They can help update a brand’s image, introduce brands to hot new markets, boost product launches and grow brand loyalty.

What to Consider

If you’re responsible for an influencer-marketing platform budget, you have a lot of moving parts to consider. Topping the list is deciding which influencer-marketing platform to use. It seems as if every day there are more and more platforms to choose from. It can be confusing to find the one that offers what you need and works best for your brand. As you review your influencer-marketing platform options, keep the following questions in mind:

Should You Do Everything In-House?

It can be tempting for brands to want to do everything in-house. But be wary of biting off more than your team can chew. You don’t want to risk staff burnout or not getting the results you need because the volume of work is overwhelming.

First, ask yourself if it’s realistic for your brand to develop and run an influencer-marketing platform internally. Do you have the time, budget and staff to do so successfully?

Think about whether you already have relationships with influencers you can work with. Some of your most loyal and enthusiastic customers might already be engaging with your brand online. Do you need help finding them, reaching out to them and developing a successful influencer partnership with them?

Ask yourself whether an automated platform using apps and algorithms will do the trick for influencer discovery. Or do you need to work with an agency that blends human and automated elements and already has influencer relationships in place?

Should You Develop a Small Test Budget First?

If you’re a little hesitant about diving right into a big influencer campaign, consider developing a small test budget first. It can help you figure out what your biggest expenses will be — and to find anything you might have overlooked. Or if you’re planning a big influencer campaign targeting a mass audience, ask yourself whether you should you work with an agency. An experienced content agency can help you develop campaign ideas and create an influencer-marketing budget.

Do You Need Help With Content Creation and Scheduling?

Although professional influencers can create much of the content for your campaign, you might need help with other components. Remember that for influencer campaigns, it’s important to create a content schedule or calendar. It should cover all the social media channels you’ll use and take into account any important events or seasons that might affect it. A number of influencer-marketing platforms offer content calendars that make it easier to plan and collaborate.

Can You Find the Right Influencers?

Followers know when a partnership between a brand and an influencer doesn’t seem like an authentic fit. Working with the wrong influencers can be a losing proposition for both the brand and the influencer as the audience loses trust in both.

Ask yourself how you will decide which influencers are the right fit for your brand image, your target market and your campaign. Have you done the research to determine the target market for your product? Do you have access to the demographic information you need to find the right influencers?

Do You Know How to Vet Influencers?

Do you have the knowledge and resources to thoroughly vet influencers so you know they play by the rules? How will you find influencers who follow FTC sponsorship disclosure guidelines and don’t have armies of fake followers that artificially pump up their numbers?

Ask yourself if you have the resources to find influencers that have spotless reputations, behave responsibly and are engaged with their audiences. Also think about whether you have the ability to delve into the data, like the feedback your potential influencers are getting from their followers.

These can all be anxiety-provoking questions to ponder when it’s your responsibility and you’ll be assessed on the results. But fortunately, running an influencer-marketing campaign doesn’t have to be stressful. And searching for influencers that are the right fit for your brand doesn’t have to be time-consuming or difficult.

That’s because content agencies can do the groundwork for you. It doesn’t matter whether you’re searching for micro-influencers who reach niche markets, celebrity influencers with millions of followers or someone in between. No matter how obscure or complex your industry, there are likely to be influencers who reach followers that care a lot about it. Marketers can find more influencers like this at

Working with the right influencers means achieving a campaign ROI that justifies what you’ve spent. When you’re responsible for an influencer-marketing platform budget, it can be challenging. But the good news is that you don’t have to tackle it on your own.