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How a $50k-per-month business chooses which influencers to sponsor

If done right, influencer marketing can make you a lot of money.

It can also be quite difficult.

Want to know how Plain Jane—a casual apparel brand raking in more than $50k every month—selects their influencers?

Here’s what Plain Jane focuses on for optimal results:

  • Completely disregard follower count. Instead, focus on engagement and alignment with your brand. It’s easy to have a lot of followers; it’s hard to have a truly loyal and interested audience. You want influencers with the latter.
  • Sponsor people whose content is at least two-thirds interesting and original. If you see a creator who’s creating sponsored content as more than one-third of their output, stay away. They’re probably not a good choice.

And here’s another tip, this time from The Food Diary:

  • Smaller influencers can often lead to bigger results. There’s something about the relationship a small creator has with their audience that large creators can’t replicate. Depending on what you’re selling, you may see more bang for your buck sourcing micro-influencers who have highly engaged audiences.

There you go: You’ve got a couple influencer marketing tips to try out. And if you want more stories on how companies successfully use e-commerce growth channels…



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