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Choosing an Influencer to Boost Your Marketing Campaign

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If you are a small company that never worked with social media influencers here is a walk-trough that might help you understand what you need to do.


My name is Daniel Bishop and I'm a marketing consultant for small businesses. This is my small contribution to you community which talks about how can a small business with my help progress and choose the correct influencer to work with. 

The issues we faced

The first problem we had to overcome was a financial one. Although influencer marketing in general is not among the most expensive methods of advertising, the budgets are always tight. Compensation in goods is always a good idea, but it turned out that the most successful of influencers weren’t really delighted by such proposals. Those of them who get a lot of offers by brands don’t want to overwhelm their audience with sponsored content, so naturally, they choose only the best offers. And these offers normally include cash.


Another issue was choosing the right person in an ocean of micro-influencers that were affordable for our company. Of course, we were familiar with some of the influencers that are appropriate for our niche, but there’s always someone under the radar and we had to make sure we don’t miss a single person before making a definite move. This demanded an extensive research and a careful use of media intelligence tools.



The actions we took

As it was just mentioned, finding the right people for the job was time-consuming and required using tools developed exactly for this task. Our first and foremost criteria was their credibility and reputation, as well as their knowledge of our industry. Secondly, we needed out target audiences to overlap. And lastly, we were searching for those who create original, relevant and top-quality content. This is probably the most exhausting part of the process. Of course, we could’ve always chosen to hire one of the top digital marketing agencies to do all the work for us, but we decided to do it by ourselves.


Reaching the influencers was easier than expected, though. We thought that these people will need time to respond or won’t even realize we contacted them – after all, their inboxes are flooded with all sorts of messages and offers. However, sending an email or messaging them on Instagram turned out to be just enough. They are very meticulous when it comes to responding to business offers – after all, this is how a lot of them make a living.



Positive outcomes

Most of the influencers we hired did a decent job raising our brand awareness. They are well-familiar with the target audience and they are trusted by them. Furthermore, some of them were really creative and original when it comes to making content that would advertise our product in a way that doesn’t stick out and seems natural and spontaneous.

Just as we expected, this is what gets the crowd going and this is the greatest benefit of influencer marketing. The most successful of them managed to promote our product in such a way that it doesn’t differ from their everyday content. This is what draws audience engagement, it helped our own channels grow and made our brand more visible to people.


Negative outcomes

For us, it seemed that with the right choice of people and proper communication, there’s no way influencer marketing can fail. We still believe this is right. However, it’s very difficult not to make a single mistake in the recruiting process. Some of the influencers simply underperformed – whether because we misjudged their audience or because they weren’t as dedicated to the job as we thought they would be. We think this is something that is inevitable and that you can’t always have a 100% success rate with choosing the right people for the campaign.

Moreover, there were occasional problems in communication that usually came down to having different ideas about what the content should look like. We believe that giving a lot of freedom with the content to the influencers is the right way to go, as long as they don’t cross the boundaries in a way that would disrupt our brand image. This didn’t pose a big problem, since most of the influencers are quite reasonable in this respect, but in one or two occasions we realized that not standing for the same values as a particular influencer can make a content creation job more difficult. Nevertheless, this obstacle can be avoided with proper, transparent and timely communication.


Lessons learnt

At the end of the day, we can call our campaign a success, despite having a hiccup or two. However, we have learnt a few lessons and we’re convinced that our next campaign will be an improvement based on this experience. Although you can never be a 100 percent sure that you’ll recruit all the right people, we decided to approach this problem from a few more angles next time.

Contacting brands that have already hired particular influencers in the past and asking for their impressions looks very helpful from this perspective. We reckon that talking to someone who had first-hand experiences with these people can be useful. Also, we have realized that we’ll have to pay more attention to the values they promote and the message they’re sending out. This should be one of the top criteria when choosing the people you’ll hire for the job



Page last edited Jul 19, 2018

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