Selection criteria
- The influencer’s audience: city, age group, and interests, from real insights.
- Real engagement: comments with questions, not repeated emojis.
- Fit: do they actually use this kind of product?
- Reputation: past campaigns and how they treat followers.
Micro-influencers
Smaller and mid-sized accounts in a specific niche often deliver better results for small businesses, because their audience is closer, trusts them more, and costs less.
A clear agreement
- Required content, number of posts, and timing.
- Rights to reuse the content in your ads.
- Ad disclosure as regulations and platforms require.
- A dedicated link or discount code per influencer.
Measurement
Compare orders, code usage, and visits from their link, not just views. An influencer who brought a few profitable orders may beat one who brought huge views.