3 simple influencer marketing strategies to drive ROI
Success in influencer marketing is rarely about big budgets or star power. Instead, it hinges on strategic decisions, such as choosing the right creators, platforms, and content approach to resonate with specific audiences.
The following strategies, rooted in both data and experience, are key to creating campaigns that drive measurable ROI that matters.
1. Finding the right fit for your campaign
Many brands make the mistake of chasing big names or large follower counts, believing that reach alone guarantees results. But the truth is that relevance and authenticity far outweigh sheer numbers.
Too many brands focus on influencers who look perfect on paper. The key is finding creators who already align with your audience's values and interests. Sometimes, that means working with niche creators whose engagement rates outshine their follower count.Pick influencers whose followers really trust them. They’re selective about partnerships, and you can see it in how their audience responds. When I see one of my favourite creators recommend something, I’m clicking, because I know it’s real.”
Megan shares an example: “One of our clients is a luxury travel brand that initially wanted only luxury influencers—people with super-luxury content. Instead, we tested a more rough-and-ready travel influencer whose audience trusted them deeply. These weren’t necessarily people with endless disposable income; they were folks saving for that one dream trip. The campaign was a hit because their audience actually clicked and converted. Authenticity always wins over exclusivity.”
2. Giving creators the freedom to do just that
Today’s audiences can spot a phoney on their phone. Successful campaigns rely on trusting influencers to create in their authentic voice.
“Trusting influencers to do their thing is one of the most important parts of a successful campaign,” Megan emphasises, “When brands hand over a script or over-direct the content, it’s obvious to the audience. They know the influencer’s voice—they see their posts every day. If something feels fake, it won’t perform, and worse, the influencer loses trust with their community.”
Megan gave the example of how influencers like Alix Earle, with her messy bedroom and relatable persona, resonate with audiences. “She’s not about perfection. She’s real. And that’s what makes her magnetic. People crave content they can connect with, not just admire from a distance.”
This is one of the few truly human channels of marketing. It’s built on trust and connection. That’s why brands need to stop trying to control it so much and let creators do what they do best.”
3. Matching platforms to your goals
Not all platforms suit every campaign. Choosing the right one depends on your audience, your goals, and the kind of content that resonates best.
Megan advises leveraging influencers who are active on multiple platforms: “Cross-posting content increases its lifespan and reach. For instance, a TikTok video reposted as an Instagram Reel can perform just as well, or even better.”