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Influencer Outreach Best Practices

Understanding best practices for influencer outreach

Influencer outreach is a key part of an effective social media strategy, enabling brands to expand their reach and connect with target audiences through trusted voices. Below are modern best practices, including do's and don'ts, for influencer outreach to maximize your campaign's success. 

1. Define Campaign Objectives Clearly

Before starting any outreach, establish clear goals. Are you looking to increase brand awareness, boost follower count, or drive sales? The type of influencer you choose will depend on your objectives.
  • Brand Awareness: Opt for macro-influencers with a wide reach.
  • Niche Engagement: Collaborate with micro-influencers who have a loyal and targeted following.
Do's:
  • Do align your influencer selection with campaign goals.
  • Do set measurable KPIs (e.g., follower growth, engagement rates, conversions).
Don'ts:
  • Don't proceed without specific, actionable goals—it will be hard to measure success.
  • Don't choose influencers based solely on their follower count without assessing whether their audience aligns with your brand.

2. Research and Vet Influencers Thoroughly

How to Find An Influencer’s Engagement Rate

Measuring engagement on social media can be challenging as there is no one-size-fits-all formula. However, the approaches outlined below provide a guide to determine engagement rates on various platforms:
  • LinkedIn: Divide the number of interactions on the 10 most recent posts by the number of followers, then multiply by 100.
  • Instagram: Divide the total number of likes and comments on the 10 most recent posts by the influencer's follower count, then multiply by 100.
  • Facebook: Divide the total engagements on the 10 most recent posts by the total page followers, then multiply by 100.
You can also use tools like Social Blade to find the engagement rate and average interactions per post.
 
Ideal Engagement Rates by Influencer Tier:
  • Pico-Influencers:
    • 500-1,000 followers: Aim for an 8%+ engagement rate.
  • Nano-Influencers:
    • 1,000-5,000 followers: Aim for a 7%+ engagement rate.
  • Micro-Influencers:
    • 5,001-10,000 followers: Aim for a 4%+ engagement rate.
  • Mid-Tier Influencers:
    • 10,000-50,000 followers: Aim for a 3%+ engagement rate.
  • Macro-Influencers:
    • 50,000-500,000 followers: Aim for a 3%+ engagement rate.
  • Mega-Influencers:
    • 500,000-1,000,000 followers: Aim for a 2%+ engagement rate.
  • Celebrity Influencers:
    • 1,000,000+ followers: Aim for a 1-2% engagement rate.
These rates indicate the percentage of the influencer's audience that interacts with their content and help determine which influencers are most likely to drive meaningful engagement for your brand.
Finding the right influencers requires extensive research to ensure authenticity and alignment with your brand values.
  • Check Engagement Rates: The quality of an influencer’s following is more important than the size. Aim for engagement rates of 3-7% depending on the influencer's following.
  • Screen for Authenticity: Use tools like GRIN or Social Blade to evaluate the authenticity of followers and engagement.
  • Avoid Fake Influencers: Watch for sudden spikes in followers, low-quality comments, or bots. If any red flags arise, avoid collaborating.
Do's:
  • Do use engagement rate calculators and tools to assess influencer quality.
  • Do check for niche relevance by reviewing an influencer’s previous content.
Don'ts:
  • Don't ignore warning signs of inauthentic engagement, such as fake comments or suspicious follower growth.
  • Don't partner with influencers without checking for previous brand partnerships that could lead to conflicts. 

3. Tailor Your Outreach Communication

Customize your outreach messages to show genuine interest in the influencer’s work.
  • Personalize Your Messages: Reference specific content or values that align with your brand. A well-crafted message shows that you’ve done your research.
  • Explain the Value: Make it clear why the influencer would benefit from partnering with your brand, not just what you expect from them.
Do's:
  • Do mention recent posts or campaigns by the influencer to demonstrate your familiarity.
  • Do be clear about deliverables and compensation from the outset.
Don'ts:
  • Don't send generic messages. Influencers receive countless outreach emails—standing out with personalization is crucial.
  • Don't overpromise or exaggerate brand benefits.

4. Offer Fair Compensation

Depending on the scope of the collaboration, compensation can vary from free products to monetary payments. Influencers should be compensated fairly based on their reach, engagement, and the level of effort required.
  • Free Products: Suitable for smaller collaborations or micro-influencers.
  • Monetary Payment: Ideal for larger-scale campaigns or influencers with a substantial following.
Do's:
  • Do offer compensation that matches the influencer’s audience size and engagement quality.
  • Do provide clarity on payment timelines and any additional benefits (e.g., exclusive event access).
Don'ts:
  • Don't assume that offering free products is sufficient for all influencers. Respect their time and reach.
  • Don't leave compensation details vague—clear terms help avoid misunderstandings.

5. Set Clear Expectations and Deliverables

Clearly outline deliverables before the campaign begins to avoid any confusion.
  • Specify Content Types: Detail the format (e.g., posts, stories, videos), quantity, and timeline.
  • Creative Freedom: Allow influencers to put their own spin on the content. Their audience trusts them for their unique voice, so flexibility is key.
Do's:
  • Do create a content brief that outlines expectations, brand guidelines, and deadlines.
  • Do allow room for creativity—authenticity drives higher engagement.
Don'ts:
  • Don't micromanage the creative process. Influencers know what resonates best with their audience.
  • Don't make last-minute changes to deliverables without considering the influencer's schedule.

6. Nurture Relationships for Long-Term Partnerships

Influencer Black List

There are situations where an influencer may no longer be suitable to work with. Consider adding an influencer to a blacklist if they exhibit the following behaviours:
  • Misses Deadlines: Repeatedly misses deadlines to submit content for campaigns.
  • Controversial Behaviour: Creates or shares controversial content, such as racist or hateful remarks, or promotes controversial opinions (e.g., anti-vaccination, white supremacy).
  • Unresponsive: Leaves direct messages (DMs) on read without responding.
  • Rude Behaviour: Displays rude behaviour towards a client or campaign manager.
  • Refuses Reshoots: Refuses to reshoot content when requested by the brand.
  • Contract Breaches: Has their contract terminated during a campaign due to non-compliance.
  • Inauthentic Engagement: Exhibits fake engagement tactics or has a suspiciously high number of fake followers.
Knowing when to discontinue a partnership is crucial to maintaining your brand’s integrity.
While some campaigns are short-term, investing in long-term relationships can foster more authentic advocacy for your brand.
  • Ambassadors Over One-Offs: Turn highly engaged influencers into brand ambassadors. Long-term collaborations can deepen the connection between the influencer and your brand.
  • Show Appreciation: Send thank-you notes, offer exclusive discounts, or invite influencers to company events to foster goodwill.
Do's:
  • Do engage with influencers’ content even outside of campaign periods to show genuine support.
  • Do offer continued partnerships for successful campaigns.
Don'ts:
  • Don't treat influencers as mere ad placements—respect their creativity and audience insights.
  • Don't end communication after a campaign ends. Continued interaction leads to stronger relationships.

7. Track Campaign Performance

Use data to evaluate the success of your influencer campaigns.
  • UTM Links: Use unique UTM links for each influencer to track their impact on traffic and conversions.
  • Engagement Metrics: Track metrics like likes, comments, shares, and conversions to gauge overall success.
  • Sentiment Analysis: Analyze audience sentiment to understand how well your campaign was received.
Do's:
  • Do use tracking tools like HubSpot Marketing Hub or Google Analytics to monitor campaign performance.
  • Do create a post-campaign report summarizing key learnings for future campaigns.
Don'ts:
  • Don't overlook negative feedback. Learn from it to improve future outreach.
  • Don't forget to share campaign results with influencers—they value insights into how their content performed.

Common Mistakes to Avoid in Influencer Outreach

  1. Ignoring the Importance of Fit
    • Working with influencers who don’t align with your brand values can lead to mismatched messaging. Always ensure a strong brand-influencer fit.
  2. Neglecting Audience Analysis
    • Choosing influencers without understanding their audience demographics can lead to wasted marketing efforts. Analyze audience data to ensure alignment.
  3. One-Way Communication
    • Failing to nurture relationships after the campaign ends can result in missed opportunities for future collaborations. Treat influencer outreach as a partnership, not a transaction.