How to Make Influencer Marketing Actually Work

Influencer Marketing has been around for a while now, but it’s impact is still huge! Soo, here’s the deal - it doesn’t work for every brand and industry but my blog will discuss factors to consider when making the decision whether to use influencer marketing as part of your strategy.

Start with Strategy
Don’t waste time on influencer outreach - firstly, you need to work out if this strategy is going to work for your business. Everything comes back to business strategy and planning. What is your focus for this year? Is it brand awareness, follower growth, or direct sales? 
Once you’ve established what your goal is, you can then narrow down which type of influencer you will need (see recommendations below):


How to Spot Real Influence
Putting in the research is a vital part of finding the right influencer; this should be properly considered, and it can’t be rushed. If you are struggling or on a time crunch, please seek professional marketing help. This will save you from wasting budget. Ideally, you want to create a relationship with this influencer and their community so long-term planning is absolutely essential.
When you are shortlisting your potential influencers,make sure to carry out this 3-step vetting process:
1.    Real Engagement: Check comments on their recent posts, are they generic and are they from real accounts? Or are they more specific about the product they are promoting and have they created discussion?
2.    Brand Consistency: Would your business/product fit naturally into their style/ grid view? Is their audience already interested in your niche?
3.    What to ask them: They should be able to supply you with a Media Kit and a screenshot of their audience metrics, including location. This is very important if your target audience is local/national.

Balancing Creativity with Brand Consistency
So by this stage, you’ve selected your influencer; this crucial step is all about Collaboration. As a business, you want to define your goals and requirements but you will need to give the influencer creative control; that’s what you’re paying for after all. 
Strike a balance by asking them to pitch a few ideas and then refine these based on your business, your branding and what’s important to you. You have a better chance at influencing their audience the more authentic their content is and you must remember they know their audience better than you do.
At this stage you can also define agreements and deliverables. Pro Tip: if you are considering using any of the content for ads seek ads rights upfront so you aren’t thrown by surprise costs.


All the Important Legal Considerations
The boring stuff… legalities. These are things you MUST consider. It is advised to prepare a contract if you are hoping to use influencer marketing as part of your long-term strategy. A few things you may wish to include could be:
Mandatory Disclosure Clause: Specifies the exact wording (e.g., "Must start caption with #Ad") and placement.
Moral Clause: Allows you to terminate the partnership if the creator engages in behaviour that reflects poorly on your brand.
Verification of Metrics: Requires the creator to provide "first-party data" (screenshots from their app) rather than third-party estimates.
Depending on where your influencer is from, different rules may apply, however this simple breakdown of the difference between Paid and Gifted campaigns is a nice summary of what you’ll need to think about.



It’s all Learning…
Lastly, when you evaluate your campaign, don’t just look at the “Vanity Metrics”, you must dig deeper and look at the “Invisible Data” to really understand user behaviour and campaign success. Perform an evaluation at 30 days and 90 days to see if the collaboration has had a lasting effect.
Look out for the drop-off rate between the hook and the 10-second mark; if users are watching after 10 seconds, they are engaged. Watch out for what format performance, are the creator’s carousels getting more reach and interaction than their reels? And lastly, Saves and Shares are King when it comes to organic social, it shows that the content has given your target audience value.
Pro Tip: If your drop-off rate is low but the influencer hasn’t converted this could signify an issue with the original brief or it could be highlighting the audience isn’t quite right for your brand. Also, if you notice a specific format far outshines the other then double down on this for your next campaign. 


Influencer marketing isn’t just a "nice-to-have" experiment anymore; it’s a serious growth engine, but only if you treat it with the same respect as the rest of your business strategy. By starting with a clear "why," giving creators the space to do what they do best, and staying on top of the legal "boring stuff," you turn a one-off post into a lasting relationship. At the end of the day, the goal isn't just to be seen but also to be trusted. 
At Sloan Social, I’m passionate about helping female founders find that sweet spot between strategic growth and authentic connection.
I’m so excited to see how you take these tips and make them your own. If you’ve found a spark of inspiration here, don’t be a stranger. I’d love to hear all about your influencer marketing plans for 2026!


I’m ready to grow my community—let’s connect:
Instagram: @sloan.social
LinkedIn: Amber Sloan / Sloan Social