Influencer Marketing Techniques

The Supreme Court’s decision this morning to uphold the TikTok ban is yet another reminder of how much creators and marketers rely on platforms we don’t own. Whether this ban is short-term or long-term, one thing is certain: we need to learn from history (shoutout Vine). Platforms come and go, but your brand and your audience are yours to keep - if you take the right steps. 𝑪𝒓𝒆𝒂𝒕𝒐𝒓𝒔, 𝒃𝒓𝒂𝒏𝒅𝒔, 𝒂𝒏𝒅 𝒎𝒂𝒓𝒌𝒆𝒕𝒆𝒓𝒔, 𝒉𝒆𝒓𝒆’𝒔 𝒉𝒐𝒘 𝒕𝒐 𝒏𝒂𝒗𝒊𝒈𝒂𝒕𝒆 𝒕𝒉𝒆 𝒖𝒏𝒄𝒆𝒓𝒕𝒂𝒊𝒏𝒕𝒚: 🔹 𝐁𝐚𝐜𝐤 𝐔𝐩 𝐘𝐨𝐮𝐫 𝐂𝐨𝐧𝐭𝐞𝐧𝐭: The Supreme Court decision could lead to TikTok going dark, but that doesn’t mean you have to lose everything. Tools like Triller’s SaveMyTikToks make it easy to download your videos. Secure your portfolio and have a backup for your hard work. 🔹 𝐃𝐢𝐯𝐞𝐫𝐬𝐢𝐟𝐲 𝐘𝐨𝐮𝐫 𝐏𝐥𝐚𝐭𝐟𝐨𝐫𝐦𝐬: If you’re only on TikTok, now is the time to expand. Instagram, YouTube Shorts, Snap Inc. Spotlight, and even Xiaohongshu are great options to keep your audience engaged. 🔹 𝐈𝐧𝐯𝐞𝐬𝐭 𝐢𝐧 𝐎𝐰𝐧𝐢𝐧𝐠 𝐘𝐨𝐮𝐫 𝐀𝐮𝐝𝐢𝐞𝐧𝐜𝐞: Platforms are borrowed real estate. Consider creating an email list, launching a newsletter, or building a website. These tools give you a direct connection with your audience, which is something no court decision can take away. 🔹 𝐏𝐫𝐞𝐩𝐚𝐫𝐞 𝐟𝐨𝐫 𝐏𝐥𝐚𝐭𝐟𝐨𝐫𝐦 𝐈𝐧𝐬𝐭𝐚𝐛𝐢𝐥𝐢𝐭𝐲: The TikTok ban might be short-term, long-term, or somewhere in between. Regardless, it’s a lesson in resilience. We saw this with Vine, and now we’re seeing it again. Diversify, back up your content, and build your audience across multiple channels. Similar to every other industry, the creator economy thrives on adaptability. T-48 hours until we truly know what will happen! ----- Read more about today's Supreme Court decision on The Washington Post: https://lnkd.in/gm3Q-agx

If I had to run a B2B influencer program from scratch, here’s how I’d approach it... 1. Start with “why” I’m a firm believer that every campaign needs to ladder up to your team and org OKRs. And no, “our competitors are doing it” isn’t a good enough reason. Think about: → Are you trying to drive pipeline, awareness, or retention? → Who are you targeting and which B2B creators already hold influence in that space? → How will you measure success in a way that actually matters? 2. Build your influencer ecosystem I’ve always said and I’ll say it again, especially for enterprise organizations, pairing an external influencer program with employee advocacy is the best approach. Work with external creators to drive awareness and reach while empowering your internal brand ambassadors to build credibility and trust from within. The best programs do both. 3. Co-create, don’t just sponsor The strongest partnerships are built on collaboration, not transactions. When developing briefs, either co-create with select creators or give them room to put their own spin on the story. You’ll get more authentic, engaging content and a partner who’s genuinely invested in the outcome. 4. Launch a pilot campaign Start small and experiment. Our first campaign was just that, a test. With a modest budget, we wanted to validate if partnering with creators could actually move the needle on performance (spoiler: it did). 5. Measure relationships, not just reach Don’t just stop at conversions. Instead, look at: → Earned mentions: How many people are organically talking about your campaign? → Sentiment lift: Are brand perceptions shifting in your favor? → Engagement: who’s in your comment section? → Search visibility: are you ranking better for relevant topics or LLMs? Building a B2B influencer program isn’t about borrowing someone else’s audience, it’s about building a trusted network around your brand. Start small, learn fast, and focus on relationships that compound over time.

TikTok Shop is not messing around. At Spree, we're building a shoppable video platform, but also a studio where we help brands and creators onboard, market, and sell through social platforms. Think of it like influencer marketing in a post-cookie world: full funnel from awareness to purchase, but all in one short-form video. Recently, our TikTok Shop partnership has been getting a lot of love. A few interesting learnings from this holiday season: 1. 'Viral' products are a shortcut. We uploaded one 'viral product' into the system and started getting sales before we posted our first video. Naturally, we ordered a few hundred more ASAP. 2. TikTok Shop success aligns closely with the rules of great influencer marketing. Get a creator with an engaged, lean-in audience. Find a product they actually like that their audience will actually like. Sell by telling a story, not by telling viewers to buy. 3. Most brands want to be on TikTok Shop but don't know how. It's complex. But once you've done it dozens of times (per day, in our case) it moves fast. I don't care if you're a mom and pop stationary shop, a creator merch brand, or a Fortune 500: you want to experiment here with a team who knows this market. 4. Live is great, but don't sleep on shoppable VOD. A perfect 30 second video of a product can do the work of a one hour live stream. Both are valuable, but too many people are talking about live shoppable and not enough are talking about shoppable shortform. 5. Trends + Product = Sales. Wednesday Addams' dance is popping? Sell the costume. King Bach flashlight dance is trending? Sell the flashlight. Spotify Wrapped is everywhere? Sell headphones. 6. Creators beware: not all audiences want this. If you make gold digger prank content, don't start selling The Feminine Mystique hardcover. If you are a creator and want to try it, make great content first and let a brand ride along. 7. Create like a creator. This is the rule for every brand on every social platform, but certainly pertains here. Don't do one tentpole shoppable live stream on TikTok and judge TT Shop on that. You need to habituate your audience, build a format, and keep it entertaining. In case you can't tell, this is addicting for a social media wonk like me. Smart influencer marketers are already testing this market understanding it will be a huge part of their ecommerce future. And those who haven't need to start today. #ecommerce #creatoreconomy #tiktok https://lnkd.in/e926z8zm

In the past few years, TikTok has overtaken its competitors and become one of the most powerful social media platforms. With over 1 billion active users globally, 170 million of whom are in the US alone, it is no surprise that brands flock to TikTok to reach their target audience through short-form video content. However, in the past few months, many brands have been rethinking their strategies. Security concerns and the potential ban of TikTok in the US have left many brands and content creators wondering what will happen if it is banned. This is a major concern for many businesses that have only focused their marketing efforts on TikTok so far. In a study conducted by Capterra, 85% of businesses that were surveyed said that they planned on increasing their TikTok advertising spending in 2024. The data highlights a major vulnerability for these businesses. If the platform disappears, they will face significant challenges ahead if they haven’t diversified their presence on other platforms. It is important to note that TikTok has already been banned in India, another major global economy making up 1.4 billion of the world's population, due to similar security concerns. So, how can such brands safeguard their strategy going forward? Here’s what I would recommend:   -Shift your focus to LinkedIn as a B2B brand, as the platform has just launched its short-form video feature.    -Use content across platforms like Instagram Reels and YouTube Shorts to amplify visibility    -Strengthen relationships with influencers who can easily transition across platforms.    -Stay adaptable with content strategies and go beyond video     How are you preparing for platform transitions? Let me know your thoughts below! Source: Backlinko

Why Your Brand Needs Micro-Creators, Not Mega-Influencers in 2025 I’ve watched brands burn six figures on mega-influencers only to see crickets in the comments. Let’s cut through the noise: Micro-creators are your secret weapon in 2025’s TikTok-first landscape. 📊 The Numbers You Can’t Ignore Engagement Explosion: Micro-creators (10k-50k followers) deliver 14.9% average engagement in fashion/beauty niches vs. 3.4% for mega-influencers. In food & drink? A staggering 18.36% engagement gap. Cost Efficiency: Paying $250–$500 per post for a micro-creator? That’s 75% cheaper than mega-influencer rates, with 3x higher ROI on clicks. Algorithm Love: TikTok’s 2025 update rewards authentic UGC micro-creators’ behind-the-scenes tutorials get 2.7x more shares than polished studio ads. 🤝 The Trust Factor Your audience isn’t stupid. They know an ad when they see one. But when @NurseJenny shares how she uses your energy bar during 12-hour shifts, her 28k followers trust her like a coworker. 68% of 18 - 34 year-olds now actively avoid mega-influencer content they deem “inauthentic.” 🔥 Real Campaign Wins • A skincare client swapped one $50k mega-influencer spot for 25 micro-creators. → Result? 22M organic views + 14k new website visits in 72 hours. • A meal kit brand's hashtag #CheapEatsChallenge with college-student creators drove 11% conversion rates, tripling their Instagram performance. ❓ Your 2025 Playbook 1. Test: Start with 5-10 micro-creators in your niche (avg. $75/post). Track CTR, not just views. 2. Empower: Send products, not scripts. Let them film while commuting, cooking, or working their day jobs. 3. Scale: TikTok’s algorithm boosts niche clusters. 20 micro-creators posting in 48 hours = trend potential. P.S. Our agency’s last 7 TikTok campaigns used 100% micro-creators. Even the worst performer beat the client’s CTR goal by 38%. #tiktok #growth #startups #gtm

Micro-Trends going over Mega-Brands. Understanding that Gen Z is not loyal to brands, they are loyal to moments, can save your business. Instead of building long-term relationships with mega brands, they move rapidly between micro-trends, driven by TikTok, creators, and cultural shifts that can rise and fall within weeks. +72% of Gen Z consumers say they discover new beauty brands through social media, not traditional channels. +68% are more likely to try a new brand if it’s tied to a trending aesthetic or viral moment. >>Micro-trends over mega-brands<< Trends like “clean girl,” “mob wife,” or “latte makeup” don’t just influence purchases, they replace brand loyalty entirely. Products are no longer the focus. Relevance is. +53% of Gen Z beauty consumers switch brands frequently based on trends rather than sticking to one. +47% say they purchased a product specifically because it was part of a viral trend. >>Speed over consistency<< Mega brands are built on consistency. Gen Z moves at the speed of culture. By the time a traditional brand reacts to a trend, it’s already over. Emerging brands win by launching fast, adapting faster, and riding micro-trends in real time. +2.3x higher engagement for brands that react to trends within the first 72 hours. +60% shorter product life cycles compared to previous generations. >>Niche is the new scale<< Small, highly focused brands are outperforming large ones by owning specific aesthetics, communities, or cultural moments. Instead of trying to appeal to everyone, they go deep into one identity, and win attention there. For Gen Z, relevance doesn’t come from size. It comes from specificity. Strategic takeaways: +Move at culture speed, not corporate speed. +Design for trends, not just timelessness. +Launch fast, iterate faster. +Build for a niche before scaling. +Turn products into content that fits micro-trends. The brands winning today aren’t the biggest. They’re the fastest and most culturally aligned. #beautybusiness #genzmarketing #trendforecasting #beautyindustry #brandstrategy #marketingtrends #luxurybeauty #GenZ

A recent conversation reminded me that what we often call "influencer marketing" in B2B is just a label for something we’ve always done: building trust through respected industry voices. The playbook, however, is maturing. A few best practices stood out: 🔥 Credibility over reach The most effective influencers are have walked the same path as your customers - current and former executives or practitioners who’ve walked in the buyer’s shoes. Their contextual expertise matters more than follower counts. 🔥 Blend models Successful programs use a deep channel, source and program mix: contracted experts, authentic customers, and internal SMEs amplified through podcasts, PR, research, communities and more. 🔥 Content as currency Pair influencer voices with research, benchmarks, and unique POVs. Index transcripts, publish thought leadership, and feed it into AI-enabled search. Influence grows when your content is discoverable. 🔥 Community > celebrity User groups, advisory boards, and customer advocacy programs (like MVPs or “Raving Fans”) build influence at scale. Done right, they create authentic champions—without slipping into sales pitches. Ultimately, influence in B2B comes down to trust, context, and consistency. Whether you call them ambassadors, evangelists, or thought leaders, the goal is the same: equip credible voices to help peers navigate change.

Almost every startup founder I mentor asks the same question: How do we make influencer marketing actually work? It’s an evolving space, full of buzzwords, constant algorithm shifts, and formats that become stale overnight. Here’s my quick checklist from what’s worked across the brands I’ve led and the startups I’ve advised: 1) Start with the “why.” Are you using influencers to build brand awareness and relevance (long term objectives), amplify a campaign, or drive sales (short term objectives)? Your objective dictates everything from investment levels to creator selection, content strategy, to paid media amplification. 2) Measure what matters. Define which metrics should move as a result of influencer activity. For awareness, track site visits or a surge in brand searches; for relevance, focus on engagement and shift in sentiment; and for sales, look at add to cart or conversions. Brand lift studies are a good start, but don’t stop there. Build a full measurement framework. 3) Build social intelligence to fuel your creator strategy. Don’t just track brand mentions or sentiment on social. Analyze trending conversations, buzzwords, and creator themes. The Vaseline Verified campaign that won a Grand Prix this year is a great example of using social intelligence to spark creative ideas. 4) Avoid format fatigue with social fresh storytelling. GRWM (Get Ready With Me) videos owned beauty last year but quickly flatlined as more brands copied them. Experiment with episodic storytelling in social first series instead. Gen Z and Gen Alpha follow creators like they follow shows. Multiple exposures in the same content series with a loyal fan base earn brand recognition quicker than stand alone creator videos. 5) Go broad, not just big. Many nano and micro creators across different niches often outperform a few big names. Diversity drives discovery. 6) Frequency compounds. Working with the same creator across multiple drops builds trust faster than one off shoutouts. 7) Let creators lead. Campaigns that start from creators, not with them, scale better and feel more authentic. #ShotOniPhone is a great example, always fresh, always creator led. 8) 9) 10) Leaving the last three open, what would you add to this checklist?

Last month, Storylane drove over 700,000+ impressions through influencer marketing. And at the start of the year, I had no idea how to make this channel perform consistently. I had no playbook, no proven process, and no ideas. So, I experimented. A lot. And while we’re still figuring it out, here’s what I’ve learned so far: 1. Smaller creators are outperforming larger ones for us Smaller creators often produce better, more authentic content. They’re typically more affordable, work harder, and deliver results with a hyper-focused audience. Larger influencers charge a premium, and the content often feels average. Exceptions exist, but they’re rare. 2. Build a curated influencer portfolio. There are more great influencers out there than your budget can handle. Start small, experiment, and refine a curated portfolio of creators who align with your goals, budget, and audience. This takes trial and error, so don’t rush it. Your “go-to” influencers will emerge over time. 3. Three months is enough to evaluate an influencer. In three months, you’ll know if the partnership is worth continuing. It’s enough time to assess content quality, audience engagement, and impact. 4. Set up clear contracts with influencers Include everything in writing: - Who owns the content? - Can you run ads with it? - Will they engage with your posts? - How many posts will they deliver? Clarity now saves confusion later. 5. Influencer costs vary... a lot. Pricing is all over the place, but here's a starting point. For this platform, expect $500–$2,000 per post for influencers with fewer than 100K followers. Bigger names might quote $5K or more. The highest I’ve seen is $650k per post (no joke). Decide what’s worth it based on your goals and their audience quality. 6. Influencer onboarding matters. Hop on a 1:1 call to align. Share your knowledge, past successes, and internal data. Learn their creative process and set expectations. The better you collaborate upfront, the smoother the partnership. 7. Influencer program management is a full-time job. I tried juggling this alongside my other responsibilities, and it’s a lot. Between sourcing, contracts, payments, content review, and feedback, the workload multiplies with every creator. Bring in outside help if you can afford it or upskill someone internally. 8. Give creators creative freedom. Over-controlling a creator’s content kills authenticity. Work closely on the brief to give them all the context they need, but let their voice shine through. The results are far better when they feel trusted. 9. Ethics build trust (with influencers and your buyers) Always disclose influencer partnerships (FTC compliance isn’t optional). I see a lot of brands and creators not disclose these partnerships (on LinkedIn, in private communities, Slack groups etc.) and it's WRONG. Don't trick your buyers. Be honest. We’re still learning, but this channel is showing promise, and I plan to scale it further in 2025.

In 2024, I wasn’t very active on LinkedIn… until the last week of November. In just one month, my posts generated 𝟭.𝟴 𝗠𝗜𝗟𝗟𝗜𝗢𝗡 𝗶𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀. As we step into 2025, I know many of you are setting goals to grow your LinkedIn presence and start generating inbound leads. Let me help you get a head start. 𝗦𝗧𝗘𝗔𝗟 ��𝗵𝗲𝘀𝗲 𝟳 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝘁𝗼 𝗴𝗿𝗼𝘄 𝗼𝗻 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 ⤵️ 1. 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗥𝗶𝗴𝗵𝘁 𝗣𝗲𝗼𝗽𝗹𝗲 🔹 𝑊ℎ𝑦? LinkedIn’s algorithm favors showing your posts to your direct connections and followers. 🔹 Tip: Prioritize connecting with those who align with your content and goals, not just anyone who follows you. 2. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝘁 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 🔹 𝑊ℎ𝑎𝑡 𝑖𝑠 𝑅𝑒𝑙𝑒𝑣𝑎𝑛𝑡? Posts that address your audience's interests and pain points. 🔹 Tip? Use targeted keywords and hashtags to help the algorithm match your content with the right audience. 3. 𝗘𝗻𝗰𝗼𝘂𝗿𝗮𝗴𝗲 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗘𝗮𝗿𝗹𝘆 🔹 𝑊ℎ𝑦? Engagement within the first hour boosts visibility and signals value to the algorithm. 🔹 Tip: Ask questions, share thought-provoking insights, or add a call-to-action to prompt responses. 4. 𝗦𝘁𝗮𝗻𝗱 𝗢𝘂𝘁 𝗯𝘆 𝗕𝗲𝗶𝗻𝗴 𝗨𝗻𝗶𝗾𝘂𝗲 🔹 𝐻𝑜𝑤? Share your personal voice and experiences to make your content authentic. 🔹 Goal: Differentiate yourself with originality—your audience will remember you for it. 𝟱. 𝗘𝗻𝘁𝗲𝗿𝘁𝗮𝗶𝗻 𝗮𝗻𝗱 𝗘𝗱𝘂𝗰���𝘁𝗲 🔹 𝑊ℎ𝑦? People love content that informs, inspires, or entertains. 🔹 Tip: Combine storytelling, humor, or practical advice to make your posts memorable. 𝟲. 𝗘𝗻𝗴𝗮𝗴𝗲 𝘄𝗶𝘁𝗵 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗖𝗿𝗲𝗮𝘁𝗼𝗿𝘀 🔹 𝑆𝑡𝑟𝑎𝑡𝑒𝑔𝑦: Find 10 creators with 10k+ followers in your niche. 🔹 Action: Turn on notifications (🔔) and engage with their posts meaningfully every day. Avoid generic comments like “Great post”—add thoughtful insights. 🔹 Outcome: Boost your visibility and drive traffic to your profile. 7. 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘄𝗶𝘁𝗵 𝗙𝗼𝗹𝗹𝗼𝘄𝗲𝗿𝘀 𝗶𝗻 𝗗𝗠𝘀 🔹 𝐻𝑜𝑤? Build genuine relationships by: Commenting on their posts. Starting meaningful conversations in direct messages (DMs). 𝐁𝐨𝐧𝐮𝐬 𝐓𝐢𝐩 𝐟𝐨𝐫 𝟐𝟎𝟐𝟓: Consistency beats perfection.  Even one well-crafted post a week can significantly grow your LinkedIn presence. I hope these strategies help you kickstart your LinkedIn growth in 2025. 🚀 👉 𝗪𝗵𝗶𝗰𝗵 𝗼𝗳 𝘁𝗵𝗲𝘀𝗲 𝘁𝗶𝗽𝘀 𝘄𝗶𝗹𝗹 𝘆𝗼𝘂 𝗶𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁 𝗳𝗶𝗿𝘀𝘁? Let me know in the comments! Let’s grow together.  If this post helped, give it a like and share it with your network. Follow Anuja Deshpande 💙 for your linkedin growth. #Linkedin #personalbranding #marketing #visibility #b2b