What is influencer marketing? Complete guide for 2025

Want to grow your business fast? Influencer marketing could be your secret weapon.

In 2025, influencer marketing is a $32.55 billion industry that’s helping brands reach audiences more effectively than traditional advertising ever could.

But most people get it completely wrong.

I know because I’ve been on both sides.

When I started in 2013, I was a law school dropout with zero connections. Today, I’ve generated millions of dollars in revenue through strategic influencer partnerships.

In this guide, I’ll show you exactly what influencer marketing is, how it works, and how to use it to grow your business – even if you’re starting from scratch like I did.

What is influencer marketing?

But here’s what most people get wrong: it’s not just about finding someone with a ton of followers.

It’s about finding the right person whose audience matches your ideal customers.

Sujan Patel defines it perfectly:

Rand Fishkin of Moz puts it even more powerfully:

In other words, influencer marketing means leveraging people with established personal brands to target and engage your ideal customers.

Traditional advertising interrupts people. Influencer marketing provides value through someone people already trust.

The evolution of influencer marketing

Influencer marketing isn’t new, but it’s more accessible than ever.

In the past, only big brands could afford celebrity endorsements.

Today? Anyone can leverage the power of influencer collaboration.

Social media changed everything. Regular people with knowledge and personality can now build engaged audiences that trust their opinions.

This shift has created opportunities for both brands and creators that simply didn’t exist before.

But here’s the thing…

Modern consumers can spot fake influencer endorsements a mile away. That’s why successful influencer partnerships today focus on authenticity.

When I became Ramit Sethi’s top affiliate and promoted his courses, I did it because I genuinely believed in his approach to business building. My audience could feel that authenticity.

That’s why I generated over $40,000 in sales in just a few weeks during one of his launches, and multiple 6-figures over time.

The bottom line? Authenticity wins every time.

Influencer marketing vs content marketing vs brand ambassadors

Many people confuse influencer marketing with related strategies. Let’s clarify the differences:

Content marketing

Content marketing focuses on creating and distributing valuable content to attract an audience and drive profitable action.

The difference: Content marketing is about content creation, while influencer marketing focuses on content distribution through trusted voices.

I use content marketing on my own blog, where I publish in-depth guides and articles on topics like lifestyle design, virtual summits, artificial intelligence (AI), and self-improvement. This content builds my authority and drives organic traffic.

Influencer marketing

Influencer marketing leverages existing trust relationships between influencers and their audiences. Rather than building your own audience from scratch, you tap into pre-built, engaged communities.

The difference: You’re borrowing someone else’s platform and credibility to reach your target audience faster.

When I partner with influencers like Larry Kim, Melyssa Griffin, Molly Mahoney, and many others to promote my virtual events and digital products, I’m leveraging their established trust with their audiences to expand my reach.

Brand ambassadors

Brand ambassadors are long-term advocates who consistently represent your brand over time. They’re often customers who genuinely love your products and promote them naturally.

The difference: Brand ambassadorships are ongoing relationships, while influencer partnerships can be one-time collaborations.

My relationship with Ramit Sethi evolved from first interviewing a few of his successful students like Primoz Bozic into ongoing promotion of his products as an affiliate. I became a brand ambassador because I genuinely believed in his courses.

How they work together

The most effective marketing strategy combines all three approaches:

• Create valuable content (content marketing)
• Distribute it through trusted voices (influencer marketing)
• Nurture long-term advocates (brand ambassadors)

This integrated approach creates a marketing flywheel that builds momentum over time.

What is an influencer?

An influencer is someone who has the ability to affect purchasing decisions because of their authority, knowledge, position, or relationship with their audience.

The effectiveness of an influencer comes down to three key factors:

• Reach: How many people they can connect with
• Relevance: How aligned their content is with your brand
• Resonance: How effectively they engage their audience

The biggest mistake most brands make is focusing exclusively on reach (follower count) while ignoring relevance and resonance.

A beauty influencer with 1 million followers won’t drive results for your B2B software if their audience has no interest in business tools.

Similarly, an influencer with 100,000 followers but only 0.5% engagement rate will likely deliver poor results compared to someone with 10,000 highly engaged followers.

The ideal influencer sits at the intersection of all three factors.

True influence isn’t about follower counts — it’s about trust and engagement. The most powerful influencers have:

• Authority: Recognized expertise in their field
• Authenticity: Genuine relationships with their followers
• Engagement: Active, responsive communication with their audience
• Trust: A reputation for honesty and integrity

The best influencers are selective about what they promote because they understand their most valuable asset is the trust of their audience.

Understanding different types of influencers

Influencers come in various forms, and understanding the differences is crucial for your strategy.

Influencers are typically categorized by audience size:

Mega-influencers (celebrities)

Mega-influencers are the A-listers of the influencer world, major celebrities and top-tier content creators with massive followings.

• Audience Size: 1,000,000+ followers
• Characteristics: Major celebrities, top-tier content creators
• Reach: Massive
• Engagement: Often lower percentage engagement
• Cost: Most expensive, though strategic partnerships possible with significant value exchange
• Examples: Gary Vaynerchuk, Marie Forleo, Tim Ferriss, Sean Cannell

Mega-influencers offer maximum reach but minimum targeting. They’re best for building broad awareness rather than driving specific conversions.

Mega-influencers bring massive credibility, but they’re often harder to reach and more expensive to work with.

When I wanted to connect with Ramit Sethi (who runs an 8-figure business), I knew direct outreach wouldn’t work. Instead, I connected with someone who had worked with him, who then introduced me to Ramit’s team.

I added massive value by interviewing his successful students. Eventually, I became his #1 affiliate, was invited to lunch with him, and spoke at his events.

Macro-influencers (trusted authorities)

Macro-influencers are established authorities in their niches but more accessible than mega-influencers.

• Audience Size: 100,000-1,000,000 followers
• Characteristics: Industry experts, thought leaders, professional content creators
• Reach: Substantial
• Engagement: Medium to high
• Cost: Higher cost, but partnership opportunities exist for mutual benefi
• Examples: Chandler Bolt, Melyssa Griffin, Matt Wolfe

Macro-influencers often provide the best balance of reach and engagement. They have substantial audiences but can still maintain authentic connections with their followers.

I’ve found macro-influencers in this space to be excellent partners for promoting online courses and virtual summits. Their audiences are large enough to drive significant traffic but focused enough to deliver qualified leads.

Micro-influencers (niche authorities)

Micro-influencers are established experts in specific niches who have built dedicated, engaged communities around their expertise.

• Audience Size: 10,000-100,000 followers
• Characteristics: Niche experts, specialized content creators
• Reach: Focused
• Engagement: High engagement rates
• Cost: Moderate cost, many open to partnership arrangements and value exchange
• Examples: Jon Schumacher, Molly Mahoney, Regina Anaejionu, Rachel Miller, Amy Yamada

Don’t underestimate micro-influencers. Research shows they often deliver the highest ROI because of their hyper-engaged audiences.

When I was building my online lifestyle business, connecting with micro-influencers who were growing alongside me created some of my most powerful long-term partnerships.

These relationships grew as we both expanded our influence, creating mutually beneficial growth.

Nano-influencers (up-and-comers)

Nano-influencers are emerging voices who are building their influence and developing dedicated communities in their niches.

• Audience Size: 1,000-10,000 followers
• Characteristics: Emerging content creators, niche enthusiasts, rising voices
• Reach: Very targeted
• Engagement: Highest engagement rates
• Cost: Most affordable, often work for mutual benefit partnerships or product exchanges
• Examples: Audrey Chia, Celeste Yamile, Primoz Bozic, Lexi Hartmann

Nano-influencers might have the smallest reach, but they often have the most authentic connections with their audiences. Their recommendations can carry significant weight within their small communities.

For local businesses or highly specialized products, nano-influencers can deliver exceptional results at a fraction of the cost of larger influencers.

AI/Virtual influencers

Virtual influencers are AI-created digital characters used in marketing campaigns.

This might sound weird, but some of these digital personalities have millions of real followers. Lil Miquela has over 2.4 million Instagram followers and she’s completely AI-created.

Brands love virtual influencers for one reason: they offer total control.

There are no scandals, controversial posts, or drama to worry about.

But there’s a catch.

Most people can spot fake content immediately. Fake content doesn’t build trust like real relationships do.

I haven’t worked with virtual influencers because my audience values authenticity over flashy technology.

That said, it’s worth knowing they exist. Some fashion and tech brands are experimenting with them.

How much money do influencers make?

Most people think influencer marketing is all about paying big fees upfront.

That’s not how I do it.

I focus on building partnerships and creating mutual value. But it’s still helpful to know the typical market rates when negotiating.

Influencer compensation varies widely based on factors like follower count, engagement rate, content format, exclusivity requirements, and industry.

Here’s a general breakdown of influencer rates in 2025:

• Nano-influencers (1,000-10,000 followers): These smaller influencers typically charge $10-$300 per post, though many prefer partnership arrangements over cash payments. They deliver incredible engagement rates and authentic connections with their tight-knit communities.
• Micro-influencers (10,000-100,000 followers): These creators charge $100-$1,000 per post and often deliver the best ROI. Their specialized expertise and engaged audiences make them perfect for driving qualified leads and conversions.
• Macro-influencers (100,000-1,000,000 followers): These established authorities charge $1,000-$10,000 per post for their substantial reach. They provide the sweet spot between massive exposure and authentic audience relationships.
• Mega-influencers (1,000,000+ followers): These celebrity-level influencers command $10,000+ per post, sometimes reaching millions of dollars for major campaigns. They’re best for maximum brand awareness and reaching mainstream audiences.

The rates above are just the starting point.

Smart influencers build multiple income streams from each partnership. They earn through affiliate commissions, content licensing, and long-term collaboration deals.

I focus on creating win-win partnerships where influencers earn through performance and results, not just upfront payments. This approach works better for both sides.

Types of influencer marketing

Influencer marketing can be categorized in multiple ways. Understanding these different approaches will help you choose the right strategy for your specific goals and resources.

Based on collaboration type

These are the different ways brands and influencers can work together, from simple one-time posts to long-term strategic partnerships.

1. Sponsored content

Sponsored content is the most straightforward approach, where brands pay influencers to create content featuring their products or services. The content appears on the influencer’s channels with proper disclosure (like #ad or #sponsored).

Sponsored content works best for:

• Product launches
• Brand awareness campaigns
• Reaching new audiences quickly

When Canva, or other brands pay design influencers to create posts showcasing their new features, the influencers clearly mark these as #sponsored while demonstrating the tools in action

2. Affiliate marketing

Affiliate marketing is where influencers earn a commission on sales generated through their unique tracking links or discount codes. This performance-based model aligns incentives between brands and influencers.

Affiliate marketing works best for:

• Products with clear value propositions
• Easily trackable online purchases
• Ongoing promotional relationships

I’ve generated substantial revenue as an affiliate for programs I believe in, like Ramit Sethi’s, Stu McLaren’s and Ryan Levesque’s courses. Because I genuinely used and benefited from their training, my audience trusts my recommendations. I always clearly disclose my affiliate relationships.

3. Product seeding / gifting

Product seeding is where brands send free products to influencers in exchange for content, without direct payment. This works well with micro and nano-influencers who are eager to build relationships with brands.

Product seeding works best for:

• Products with high visual appeal
• Lower budgets
• Building relationships with new influencers

Beauty brands often send PR packages to makeup artists and beauty influencers without any contractual obligations. The most authentic content often comes from genuinely impressed influencers.

4. Brand ambassadorships

Brand ambassadorships are long-term partnerships where influencers consistently represent a brand over time. This creates deeper integration into their content and stronger association with their personal brand.

Brand ambassadorships work best for:

• Building consistent brand awareness
• Developing deeper brand associations
• Creating ongoing content libraries

Athletic wear brand Gymshark built its empire largely through long-term ambassador relationships with fitness influencers who consistently showcased their products in workout content.

5. Co-creation

Co-creation is where brands and influencers collaborate to create products or content together, leveraging both parties’ expertise and audiences. This creates unique value that neither could achieve alone.

Co-creation works best for:

• Building credibility in new markets
• Creating innovative products
• Generating buzz and excitement

When makeup brand Morphe collaborates with beauty influencers to create signature makeup palettes, both parties benefit from the combined expertise and audience.

Based on platform and format

Your platform choice should align with your audience demographics, content type, and business goals.

1. Social media platforms

Each platform has its own audience, content style, and best practices. Here’s where each one excels:

• Instagram: Strong for visual storytelling across all industries. Offers multiple formats (Feed posts, Stories, Reels, Live) and works well for both B2C and B2B brands building personal connections.
• TikTok: Excellent for viral content, educational content, and authentic storytelling. Works for any brand willing to embrace creative, trend-based content regardless of industry.
• YouTube: Best for long-form educational content, tutorials, and in-depth reviews. Great for establishing authority and detailed explanations across all niches.
• LinkedIn: Strongest for professional content and B2B, but increasingly used for personal branding and thought leadership across industries.
• Facebook: Still powerful for community building, local businesses, and reaching broad demographics through groups, video content, and targeted advertising.
• X (Twitter): Great for real-time engagement, industry conversations, customer service, and quick updates. Works well for thought leadership and news-related content.
• Pinterest: Excellent for driving website traffic and reaching people in planning/discovery mode. Particularly effective for home décor, recipes, fashion, fitness, and DIY content, but works for any visual content that inspires or educates.

2. Content formats

Content format determines how your message gets delivered and impacts audience engagement. Different formats work better for different goals and platforms.

• Reviews and demonstrations: Showcasing your product in action, highlighting features and benefits.
• Unboxing videos: Capturing the excitement of opening and discovering your product for the first time.
• How-to tutorials: Teaching audiences how to use your product to achieve specific results.
• Day-in-the-life content: Naturally incorporating your product into influencers’ daily routines.
• Challenges and trending formats: Creating content using trending formats while featuring your product.

3. Virtual events and summits

Virtual events and summits have become powerful influencer marketing channels, especially for knowledge-based businesses and service providers.

How it works: Brands organize online events featuring multiple influencers who each present on their area of expertise. This format:

• Builds credibility through association
• Leverages multiple influencers’ audiences simultaneously
• Creates valuable content assets
• Generates leads through event registration

When I hosted my first virtual summit, Branding Summit, I featured influencers like John Lee Dumas and Selena Soo. The summit added 3,000 subscribers to my email list and generated $20,000 in profit in just a few weeks.

My recent AI for Creators summit generated over 6-figures in sales by featuring AI experts like Matt Wolfe, Julia McCoy, Iman Oubou and Rory Flynn.

Even though I had zero authority in AI, the expert lineup created instant credibility.

Benefits of influencer marketing

When done right, influencer marketing delivers powerful results that traditional advertising simply can’t match. Here are the key benefits:

1. Expanded reach 🚀

You can get your course, summit, or product in front of more people without having to build each individual connection yourself.

When I hosted my first virtual summit, The Branding Summit, I featured influencers like John Lee Dumas and Selena Soo.

Their participation helped me reach thousands of people I never could have reached on my own.

Within a few weeks, I added 3,000+ email subscribers and generated $20,000 in profit – all starting from scratch.

2. Higher ROI 💰

Not only are influencer partnerships less expensive than traditional advertising, study after study shows they deliver better results.

On average, businesses generate $6.50 for every $1 invested in influencer marketing.

When I became Ramit Sethi’s top affiliate, I generated $40,000 in just a few weeks – with zero ad spend.

My only investment was the time spent building the relationship and creating valuable content.

3. Rapid audience growth 📈

Influencer partnerships help you quickly build a highly engaged, targeted email list of people who actually want to hear from you.

For my “AI for Creators” summit, I partnered with experts like Iman Oubou and Rory Flynn despite having zero authority in AI.

The result? Over 15,000 subscribers in less than a month – all highly engaged creators interested in AI implementation.

4. The “Oprah Effect” ⭐

You become a trusted expert by virtue of the fact the influencer has introduced you to their audience.

When Ramit Sethi featured me on his website, his audience immediately saw me as credible. I didn’t have to convince them.

This same principle works at every level. One of my students saw her consultation requests triple overnight after being featured by a respected coach in her niche.

5. Speed of results ⚡

You don’t have to wait years to see returns. In some cases, results can happen in just a few weeks or even days.

My workshop with Regina Anaejionu went from initial contact to completion in under six weeks.

That single workshop brought in 1,000+ new subscribers and multiple course sales – something that would take months with traditional marketing.

6. Scalable growth potential 🔄

Once you have one influencer promoting your course or summit, you can leverage that success to find more partners.

I use what I call the “ladder strategy” – starting with micro-influencers, then using those wins to approach bigger names.

Each successful partnership makes the next one easier to secure, creating a powerful snowball effect.

7. Long-lasting relationships 🤝

Unlike advertising that disappears when someone clicks away, influencer relationships continue to deliver value for years.

My connection with Ryan Levesque has evolved from being his case study to becoming one of his top affiliates, being part of his mastermind, and regular cross-promotion.

These ongoing partnerships continue to drive traffic, leads, and sales with no additional acquisition costs.

8. Enhanced content creation 🎨

Influencers are professional content creators who know exactly what resonates with their audience.

For my virtual summits, each expert interview becomes multiple content pieces – blog posts, social media clips, and email sequences.

With today’s AI tools, I can transform a 60-minute summit interview into dozens of valuable content assets that continue driving traffic for months.

9. Market insights 🧠

Working with influencers gives you valuable feedback from people who deeply understand your target audience.

During my summit pre-calls with experts, I always ask what their audience is struggling with most. This intelligence helps me refine my offerings.

One casual conversation with a summit speaker led to completely restructuring my course outline, resulting in a 40% increase in completion rates.

10. Authentic promotion ✨

The best influencers don’t just promote products – they incorporate them into genuine stories that resonate.

When a summit speaker shares their summit participation with their audience, it doesn’t feel like an ad – it’s a natural extension of their expertise.

This authentic context drives significantly higher conversion rates than traditional promotional methods.

Why relationship-based influencer marketing works

The most effective influencer marketing isn’t transactional — it’s relational.

Building genuine connections with influencers creates a foundation for authentic promotion that resonates with audiences.

Here’s why relationship-based influencer marketing outperforms transaction-based approaches:

Authentic enthusiasm

When influencers genuinely like you and your brand, their promotion feels natural and enthusiastic. This authenticity significantly increases audience response.

I’ve experienced this difference firsthand. Influencers who I’ve built relationships with over time create more engaging, authentic content about my courses than those who simply fulfill contractual obligations.

Long-term value

Relationship-based partnerships often extend beyond single campaigns, creating ongoing value for both parties.

By maintaining relationships with influencers between campaigns, I’ve created a network of partners who are ready to support new launches when the time comes.

Access to their network

Strong relationships often lead to introductions to other influencers in their circle.

When I built a genuine connection with Selena Soo, she introduced me to several other influencers in her network, exponentially expanding my reach.

Inside knowledge and feedback

Influencers with whom you have strong relationships are more likely to provide honest feedback about your products and campaigns.

I’ve improved my course offerings significantly based on candid feedback from influencer partners who genuinely want to see me succeed.

Content multiplier effect

When you build real relationships with influencers, every piece of content you create together generates multiple assets for both parties.

For my virtual summits, I provide speakers with professionally designed quote cards, video clips, and promotional graphics they can use on their own platforms.

This approach helps them look good to their audience while simultaneously promoting our collaboration.

With today’s powerful AI tools like ChatGPT, Claude, and OpusClip, turning a single interview into dozens of valuable content pieces has never been easier.

The collaborative value exchange

At its core, influencer marketing is about creating value for all parties involved: the brand, the influencer, and the audience. Understanding this three-way exchange is crucial for developing successful partnerships.

Value to the influencer

Beyond monetary compensation, influencers seek partnerships that:

• Provide valuable content for their audience
• Align with their personal brand and values
• Help them grow their own platform
• Offer creative opportunities and new experiences

Value to the audience

Audiences engage with influencer marketing when it:

• Introduces them to genuinely helpful products
• Provides entertaining or educational content
• Offers exclusive deals or insights
• Feels authentic and transparent

Value to your brand

Effective influencer partnerships provide your brand with:

• Access to engaged, relevant audiences
• Authentic content and testimonials
• Enhanced brand perception through association
• Direct sales and lead generation

Creating win-win-win partnerships

The most successful influencer relationships are those where all three parties benefit.

Here’s how to create these ideal partnerships:

• Select influencers whose audience genuinely needs your product.
• Give influencers creative freedom to showcase your product authentically.
• Provide real value to the audience through education, entertainment, or exclusive offers.
• Structure compensation to align everyone’s incentives.
• Build long-term relationships rather than one-off transactions.

When I partner with experts for my virtual summits, I focus on making them look good. I provide them with professionally designed graphics, well-researched questions, and multiple opportunities to showcase their expertise.

This approach ensures the audience gets valuable content, the influencer builds their authority, and my summit attracts more engaged participants.

The Influencer OS approach to influencer marketing

After years of building successful influencer partnerships, I’ve developed a systematic approach I call Influencer OS.

Here’s an overview of the five steps:

Step 1: Find & choose the right influencers

Not all influencers will be a good fit for your brand, regardless of their audience size. You need to identify influencers whose values, content style, and audience demographics align with your ideal customers.

Step 2: Build real relationships first

This is where most people go wrong. They immediately ask for promotion without building a genuine connection first.

I always focus on adding value to influencers before asking for anything in return. This might mean sharing their content, providing testimonials, or helping them solve a problem.

Step 3: Make the ask the right way

When you’ve built a relationship, you can make your request in a way that focuses on mutual benefit. This isn’t about begging for exposure; it’s about proposing a win-win collaboration.

Step 4: Follow up & secure the partnership

Most partnerships don’t happen after the first contact. Consistent, thoughtful follow-up shows you’re serious and professional without being pushy.

Step 5: Nurture & scale influencer partnerships

The most successful influencer relationships continue long after the initial campaign. I maintain regular contact with my partners and look for ways to provide ongoing value.

I’ll be covering each of these steps in depth in future guides. For now, remember that success with influencer marketing comes from viewing it as relationship-building, not just a transaction.

Challenges of influencer marketing

While influencer marketing offers tremendous benefits, it’s important to understand the potential challenges:

Finding authentic partners

Not all influencers with large followings have real influence. Some have bought followers or fake engagement, which won’t help your business grow.

Focus on engagement rates over follower counts. Look for genuine conversations in their comments, not just likes and bot responses.

Measuring ROI

It’s tough to track exactly which influencer drove which sale, especially when people see multiple touchpoints before buying your course or program.

Use unique tracking links and discount codes for each influencer. Tools like Google Analytics can help you see the full customer journey.

Managing relationships at scale

As you work with more creators, staying in touch with dozens of partners becomes overwhelming. You can’t personally message everyone constantly.

Create systems for regular check-ins. I use Notion to keep a database of all creators and entrepreneurs I work with.

Track their contact info, what you’ve collaborated on, and when you last reached out. Set reminders to check in regularly, even if it’s just sharing something valuable or congratulating them on a win.

Navigating disclosure requirements

Influencers must disclose their brand relationships in many countries. Skip this and you both face penalties.

Make sure your partners know the rules. Add #ad or #sponsored to posts. Simple but many creators forget.

Maintaining brand consistency

Multiple influencers means mixed messaging. Hard to control without killing authenticity.

Give clear brand guidelines but let them use their own voice. Share your core message, not a script.

Budget allocation

Figuring out your influencer budget is tricky. One mega-influencer or multiple micro-influencers?

Start small and test. See which types deliver results for your goals before spending big.

Content rights and usage

Influencers create great content. Then you can’t use it because nothing was agreed upfront.

Discuss content rights before starting. Most creators will let you repost with proper credit.

Controversy risk

Influencers can get into scandals or say controversial things. When they do, it reflects on your brand too.

Research potential partners thoroughly. Check their past posts and public statements. Avoid anyone with a history of controversial content, even if their numbers look good.

Future of influencer marketing

Influencer marketing is evolving fast. Here are the trends that will shape how brands and creators work together in 2025 and beyond.

Rise of nano and micro-influencers

Big brands are waking up. Smaller influencers often crush mega-influencers on results.

The authenticity and sky-high engagement rates of nano and micro-influencers deliver better ROI than celebrities every time.

Long-term partnerships over one-off campaigns

One-and-done campaigns are dying. Smart brands build ongoing relationships that create authentic content and real audience trust.

I’ve maintained partnerships with some influencers for years. These long-term relationships consistently destroy short-term collaborations.

Values-based alignment

People buy from brands that share their beliefs. Your influencer partnerships need genuine alignment, not just matching demographics.

Surface-level partnerships feel fake. Audiences can tell.

Integration of AI tools

AI is changing everything. It finds the right influencers, predicts performance, optimizes content, and tracks complex attribution.

Virtual influencers and AI agents are getting more sophisticated. Some brands are experimenting with completely AI-generated personalities that never sleep, never have scandals, and always stay on message.

No more throwing money at random influencers and hoping for the best.

Creator economy maturation

Influencers are getting business-smart. They know their worth and demand real partnerships with clear terms and fair deals.

This means better negotiations, transparent metrics, and creative collaboration beyond basic sponsored posts.

Cross-platform storytelling

Single-platform campaigns leave money on the table. The best campaigns now hit Instagram, YouTube, email, and podcasts simultaneously.

My biggest wins involve influencers creating content across multiple channels. You reach their audience everywhere they hang out.

Ethical influencer marketing considerations

​​​​Don’t mess around with FTC rules. Here’s what you need to know to stay compliant and avoid penalties.

• The FTC governs advertising in the US and has specific rules for influencer marketing that you must follow.
• Always require #ad or #sponsored on paid posts – Instagram, YouTube, TikTok, and X all need clear disclosure.
• Email marketing has different rules and typically doesn’t require the same level of disclosure as social posts.
• Veteran influencers know the disclosure rules, but newer creators might not – make sure you educate them upfront.
• The FTC shut down undisclosed promotions because they deceive customers – that’s why you see #sponsored everywhere now.
• When in doubt about disclosure requirements, just disclose anyway – better safe than facing penalties.
• Remember: it’s your responsibility to ensure partners follow FTC rules, not theirs.

FAQs

Here are some answers to a few common questions I see people ask about influencer marketing.

Final thoughts on influencer marketing

Influencer marketing isn’t just another marketing tactic. It’s relationship-building at scale.

When I started in 2013, I had zero connections. By focusing on adding value to influencers first, I built relationships with top creators that transformed my business and life.

I’ve seen firsthand how powerful these partnerships can be. From growing my email list by thousands in days to generating six-figure course launches, strategic influencer relationships have been the backbone of my business growth.

Most people get this wrong. They immediately pitch their products instead of building real relationships first.

Real influencer marketing is about becoming someone worth knowing – someone who adds value and helps others win.

The most important principle to remember? As Zig Ziglar said:

Stop thinking about what you can get from influencers. Start thinking about what you can give.

Build real relationships. The business results will follow.

Want to learn my exact step-by-step process for connecting with influencers?

Check out my Influencer OS system where I share all my proven templates and strategies.