In-House vs Agency? Which Is Best For Influencer Marketing

in house vs agency infographic

See The In-House vs Agency Pros & Cons When It Comes To Influencers [Infographic]

Over the last few years, influencer marketing has expanded from a supplementary promotional expense to a major line item for many digital marketing teams. Brands spend more money on influencer marketing every year, and global ad spend is projected to hit $5-10 billion by 2020.

As influencer marketing becomes an essential part of the marketing mix, brands must decide the best approach to manage this powerful channel within their organization — whether bringing influencer marketing in-house or partnering with an influencer marketing agency.

See our infographic below for in-house vs agency considerations when it comes to 1) Costs, 2) Scalability, 3) Relationships, 4) Client Wins, 5) Trends, 6), Measurement, 7) Legal, 8) Customers, 9) Budgeting, 10) Software/Platforms, and 11) Management.

In-House vs Agency For Influencer Marketing – What Are The Considerations?

In house vs agency influencer marketing

As influencer marketing becomes an integral part of many marketing organizations, it will likely be approached in one of two ways:

  1. In-House — Brands will hire a team of influencer strategists and campaign managers to identify influencers, manage partnerships, and execute campaigns and measurement.
  2. Agency — Brands may hire a senior influencer manager to set goals and manage performance, but still leverage influencer marketing agencies or platforms to build and launch successful campaigns.

While many companies currently delegate influencer marketing to branding, partnerships, or acquisitions teams, more influencer-specific roles are cropping up to handle influencer efforts exclusively.

The Pros & Cons Of Bringing Influencer Marketing In-House

With global companies like Nike and Mars leading the charge, more consumer brands are considering whether or not to bring influencer marketing in-house. This includes identifying and maintaining relationships with influencers, creating and executing all campaigns, and owning the optimization internally.

What are the benefits and drawbacks of moving influencer marketing internally?


  • Nobody knows your customer better than you do. In some cases, your target audience might be very complex, and you will know the subtleties of what resonates with them better than anyone else. Birchbox, for example, targets a unique set of women who are not proactively interested in beauty, but would be open to purchasing a monthly subscription service. Director of Public Relations, Jenna Hilzenrath, comments, “Managing influencer marketing in-house allows us to be nimble and take a really hands-on, nuanced approach. That said, we do occasionally work with agencies or other platforms on a project basis.”
  • Influencers prefer long-term partnerships. Companies like Nike foster individual relationships with long-term brand ambassadors over time. Many influencers prefer this long-term model, as it provides them with more financial stability and in some cases, this ongoing relationship appears more consistent to their followers.
  • Curate a customized roster of ambassadors. Owning relationships with all of your influencers enables your brand to strategically test and refine an internal list down to the best influencers for your brand. This careful selection process no doubt contributed to Budweiser’s Non-Traditional Creative win in the Social category for their “BudX Miami X Booth” video.


  • Hiring in-house personnel is expensive. Because it’s a relatively new industry, finding experts in influencer marketing can be tricky. Successful influencer campaigns need high-touch personnel to scale up and will require in-depth onboarding and training. If your strategy shifts, it can be difficult to reduce your influencer marketing investment for a quarter or two if you’ve already staffed up a large in-house team.
  • Building influencer relationships take resources. Finding the perfect influencer, reaching out to them successfully, dealing with their managers, negotiating contracts, setting up a CRM to track influencer relationships, and managing all campaign reporting are a few of the influencer marketing challenges requiring a ton of resources and time.
  • It’s challenging to stay on top of industry changes, especially in such a fast-growing space. As influencer platforms evolve, streaming services emerge, new hashtags begin to trend, or different influencers lose touch with their fans, it’s on you to keep up with it all. Agencies are immersed in this world, and will keep track of these fast-paced changes so you don’t have to.
  • There’s no way to compare your success. If you manage all influencer marketing in-house, you will be working with a limited internal data set. Agencies bring the benefit of external campaign performance data and can incorporate learnings from working with other brands in your space, ensuring optimal success, effectiveness, and ROI.

Partnering With An Influencer Agency Or Vendor

Despite some brands hiring in-house for influencer marketing roles, many still rely on third parties for their influencer strategy. The reality is, although you know your customers best, agencies know the influencer industry better.

What are the pros and cons of partnering with an agency for influencer marketing?


  • Easily scalable investment. Agencies reduce the need to hire and train in-house personnel. You will be able to scale up spend on high-performing strategies more rapidly, or reduce influencer marketing efforts without having to let people go.
  • Convenience of built-in influencer relationships. Influencer marketing agencies will have established relationships with influencers and their managers, and know how to handle contracts. This will save you the effort of identifying the perfect influencers to meet your KPI goals and establishing relationships over time.
  • Knowledge of what’s worked for other clients. Agencies can provide richer advice based on their diverse set of experience. They bring first-hand knowledge of how specific influencers perform within a given category, how different campaigns resonate with various audiences, and will help you set the right engagement goals.
  • A close eye on emerging trends and platforms. First-hand knowledge of the industry helps agencies stay ahead of the curve and deliver the best results for clients. Agencies identify opportunities around social technology changes, like the emergence of TikTok and its trends, and will keep afloat of the latest “hot” influencers and trending topics in your industry.


  • For companies with limited budget, cost may represent a barrier of entry. Many of the most established agencies require a monthly minimum spend of thousands or tens of thousands of dollars, meaning agencies might be inaccessible for companies with a smaller budget.
  • There are major risks associated with self-managing your campaigns using platforms and little to no external strategy assistance including fake influencers, limited influencer selection, and failure to meet FTC compliance.
  • If you’re not working with the right agency, there may be communication challenges. An inexperienced agency could cause delays or dilution of communication between your brand, the agency, and the influencer. However, a reputable agency will spend time getting to know your brand, your customer, your target KPIs, and how to measure influencer marketing ROI. This should be a highly collaborative process in tandem with the influencer.

Even as brands bring their influencer marketing in-house, chances are that most companies will take a hybrid approach.

As the influencer industry continues to skyrocket, many companies will likely increase their in-house support staff while continuing to lean on agencies to help scale up their efforts.

Differences Between Influencer Marketing vs Affiliate Marketing

Influencer marketing vs affiliate marketing

Affiliate vs. Influencer Marketing: Advantages & Disadvantages — Which is Better?

Referrals are some of the most powerful forms of promotion a business can receive. In today’s digital space, two proven ways to create these types of recommendations for brands are through influencer marketing vs. affiliate marketing.

Here, we’ll break down the differences between influencer marketing vs. affiliate marketing, how they work and compare their efficacy.

Influencer Marketing Vs. Affiliate Marketing: Definition

What is Affiliate Marketing? 

Affiliate marketing is a promotional strategy geared toward driving traffic, leads and acquisitions for businesses. Affiliate programs supply digital users (known as “affiliates”) with unique URL IDs (known as “affiliate links”) or promotional codes that reward affiliates when they bring in new customers or sales.

Many businesses offer affiliates a percentage of the revenue their links generate or a fixed fee per KPI (e.g. click, referral, sale, sign-up). Almost anyone can apply to be an affiliate (some affiliate programs have preliminary requirements), but individuals with large and engaged online followings generally benefit the most from affiliate-type programs.

What is Influencer Marketing?

Influencer marketing is when a social media personality, like a YouTuber, Instagrammer, or blogger, creates content for a brand and promotes the brand, product, and/or service to their fans and followers. The sponsorship content functions largely as word-of-mouth promotion and is designed to promote a message, product, or service in an organic, authentic way most receptive to an influencer’s audience.

Influencers sometimes include affiliate marketing links within their content, amid their bios, and/or offer their followers promotional codes — but, as a fully-integrated, customizable advertising campaign, influencer marketing offers a much wider array of messaging and branding possibilities that affiliate marketing alone does not provide.

Below, we’ll take a look at the advantages and disadvantages of both influencer and affiliate marketing to find out which one makes the most sense for brands and advertisers.

Influencer Marketing Advantages Over Affiliate Marketing


Influencer marketing is a strategic approach that allows brands to select influencers, build relationships, and most importantly, creatively shape how their brand is being promoted and portrayed to consumers. With proper planning, a well-executed influencer marketing campaign can offer this kind of control, creativity and customization to both a business’s direct-response and branding efforts.


Influencer marketing drives some of the best proven results for all types of brands by connecting them with engaged users across the most popular social media channels and platforms.

Influencer Marketing Disadvantages

More steps

Influencer marketing’s effectiveness is owed largely to strategic planning and influencers’ powerful, long-standing relationships with their fans.

Because of this, the process of executing a successful influencer marketing campaign requires proper strategy, planning, management of influencers, and execution.

Influencer Marketing vs affiliate

Brands looking to make an impact in today’s digital and social landscape must be prepared to find and vet influencers, collaborate on content and messaging, as well as manage schedules and launches. However, by partnering with a well-established influencer marketing agency, brands can transfer these steps to experts in the industry.


While affiliate marketing costs can be minimal to start, so can the return on investment (ROI).

On the other hand, executing a successful influencer marketing campaign often drives bigger results but also requires a larger investment of both time and money.

With the right strategy and team, brands can create influencer campaigns that meet and exceed desired key performance indicators (KPI). However, brands must be willing to invest time and resources in order to capitalize on the enormous ROI opportunities influencer marketing presents.

Affiliate Marketing Advantages Over Influencer Marketing

Small investment

Businesses adopting an affiliate marketing approach don’t have to invest a lot of time or money. Creating a program with unique URL ID(s) or promo codes to track traffic, KPIs and reward affiliates is a relatively straightforward technical process.


While nearly 90% of marketers agree that influencer marketing ROI is comparable or better than other forms of advertising, a recent study predicts that the affiliate marketing industry will pass the $8 billion mark by 2022, illustrating growing implementation of the strategy.

Affiliate marketing influencers

It should be noted, however, that setting up a basic affiliate program does not guarantee results. Many businesses use some form of influencer marketing as a means of driving affiliate traffic.

Affiliate Marketing Disadvantages


Affiliate marketing isn’t designed as a cohesive message or campaign, so affiliate promotions often lack direction or compelling calls to action (CTAs).

As a result, there is no assurance that an affiliate program will properly target or reach relevant consumers. Additionally, affiliate links can sometimes be buried in captions, descriptions, or at the bottom of posts, which readers or viewers likely ignore or will not see.

Lack of control

Virtually anyone can apply to become an affiliate, and typically there’s not an in-depth screening process used to vet affiliate applicants.

Although affiliate marketing may seem autonomous and fairly easy to implement with the right affiliate software and coding prowess, affiliate advertising programs often sacrifice “turkey” simplicity for lack of control in both ad placement, proper brand messaging, and sufficient audience exposure.

Due to this, brands may have little or no control over who is promoting their goods or aligning themselves with their brand. This incohesive approach can also result in a complete absence of messaging or, in some cases, the wrong kind of messaging by affiliates.


  1. Both affiliate marketing and influencer marketing are forms of referral promotion that brands can use to drive traffic and sales. While influencer marketing can be used effectively for both direct-response and branding initiatives, affiliate marketing is direct-response only.
  2. Many social media influencers are affiliates, but not all affiliates are necessarily influencers.
  3. By itself, affiliate marketing doesn’t give brands control over content or messaging, while influencer marketing is strategized, customized, and targeted.
  4. Both affiliate and influencer marketing drive results. However, returns are dependent on how the campaigns are crafted, implemented, optimized and scaled.


Affiliate and influencer marketing are both beneficial tools by themselves, but they’re even more powerful when used together.

affiliate influencer marketing example

If affiliate marketing alone isn’t generating the revenue a brand is looking to attain, consider working with a qualified influencer marketing agency to help create a synergistic affiliate and influencer marketing campaign that can drive positive results.

Influencer Rates: How Much Do Influencers Charge?


Digital marketing professionals are treating influencer marketing—a burgeoning industry that’s set to reach $5-10 billion by 2020—more and more like its own media channel. In fact, two-thirds of marketers planned to increase their influencer marketing budgets in 2019, with 17% of companies deciding to allocate over half their marketing budget for influencer marketing.

That said, marketers have struggled to ascertain the cost of influencer marketing. This is because the industry is still in its infancy and influencer rates are disclosed sparingly. The growing issue of fake followers and inauthentic influencers have also contributed to fluctuating influencer rates.

Through careful execution and measurement of our own influencer marketing strategies, we at Mediakix have identified trends in influencer rates for the past four years. We’ve also taken note of the various factors that commonly dictate the cost of working with influencers.

Influencer Rates Have Increased Over The Years

Influencer rates have climbed an average of 50% per year since 2017. We calculated this percentage based on a set of trusted influencers that Mediakix has worked with over the years. These influencers represent varying tiers, categories, and pricing levels.


Between 2016 and 2017, influencer rates increased 47%. A year later, the average rate jumped 60%, and between 2018 and 2019, it went up 53%.

This year-over-year trend can be attributed to several factors, and it does not mean that the price of influencer marketing will increase indefinitely. Many marketers, in fact, are opting to work with lower-tiered, cost-effective influencers or are optimizing their influencer strategies to spend more efficiently.

What Challenges Do Increasing Influencer Rates Pose For Marketers?

Rising influencer rates is a trend that’s to be expected—influencer marketing is a rapidly evolving industry that continues to gain traction across numerous business verticals. Influencers have honed their craft and influencer strategies have become more sophisticated, driving up demand. This gives influencers the control to hike their rates.


Increasing influencer rates is feared by marketers—so much so that nearly 40% of U.S. marketers agree the rising cost of influencers is a leading challenge in the space. This turbulent pricing model poses a major pain point to marketers who are trying to harness the power of influencers. Measuring ROI is already difficult, and the fact that rates are on the rise is enough to cause concern amongst marketers on a budget.

In order to combat increasing rates, marketers and influencers should prioritize influencer authenticity. Partnering with influencers who represent your brand’s values and who truly back your product or services as opposed to one-off, transactional engagements will ensure their audience responds well. It will also help stabilize influencer rates and generate positive ROI.

10 Factors That Affect Influencer Rates

There’s a host of factors that can determine how much an influencer charges. It’s rare that an influencer charges a flat rate. One travel influencer said in an interview with Digiday, “Everyone now can set their own rate based on what they are able to get,” meaning influencers charge in a manner similar to any business offering a service.

While not an exhaustive list, the following should be taken into consideration to calculate influencer rates:

  1. Social Channel – Will the influencer publish sponsored content on Instagram, YouTube, or some other social channel? Depending on the social channel, the format, messaging style, audience type, creator resources, and other factors will vary. Influencers may have a flat rate no matter what platform they post on, but many alter their rates accordingly.
  2. Size – How many followers or subscribers does the influencer have, and how many will they potentially reach? Influencers with massive followings typically command higher rates, while influencers with more modest fan bases will cost less. This is not always the case, but more impressions generally translate to higher cost.
  3. Engagement Rates – How much engagement does the influencer generate on organic versus sponsored content? A mega-influencer may have more followers, but how much of their audience is meaningfully interacting with their content? Don’t sacrifice quality for quantity.
  4. Category – What category does the influencer specialize in (e.g. fashion, lifestyle, family)? Popular niches such as fitness or beauty tend to have more influencers available, making their category more competitive. Less popular areas, such as tech or gaming, may be pricier because their area of expertise is hard to come by.
  5. Content Format – What type of content will the influencer create (photo, video, Story, blog post, etc.)? Based on the format of the sponsored content, influencers will spend varying degrees of time and resources to create it. The more time and resources used to produce the content, the more it will usually cost. The lower the input, the lower the cost. Also consider the value derived from specific types of content. For example, an in-feed Instagram post might get buried within user’s feeds. A Story, however, may entice viewers to convert right away.
  6. Campaign Deliverables – How much content will influencers have to create? Is it a one-off campaign in which the influencer publishes a single sponsored YouTube video, or will they publish a series of videos featuring your product over a longer period of time? Some campaigns require bigger time investments and more deliverables, whereas some are simpler and take less time to execute.
  7. Seasonality & Demand – Is your campaign seasonal and how in demand is the influencer you want to collaborate with? Q4 (think: holiday promotions and prep for new year) typically comes with the highest demand, driving up influencer rates. Additionally, in-demand influencers can command higher fees.
  8. Reuse & Licensing Rights – Do you plan to reshare or repurpose the influencer’s sponsored content? Some influencers may charge more for your brand to reuse their content. Don’t forget to outline these terms in your influencer contract.
  9. Exclusivity – Do you want the influencer to sign an exclusivity clause that prohibits them from promoting competitors for a set period of time? If so, consider the fact that influencers who agree to this are eliminating another potential source of income, especially if they’re in a competitive niche. This element can jack up the price of an influencer engagement.
  10. Production Costs – Will the influencer have to factor in production costs (e.g. video equipment, editing software, etc.) to ensure professional quality? Remember, low effort normally means lower cost relative to a collaboration that requires high effort. If an influencer is expected to produce a high-quality video, the influencer will need top-of-the-line equipment, a professional videographer, more detailed editing process, and any other elements necessary to professionalize the end product. If so, expect the influencer rate to rise.

Estimating Influencer Rates With Influencer Tiers

Ever find yourself asking, “How much do Instagram influencers make per post?” Marketers can use influencer tiers to bucket creators by relative price ranges. Tiers represent brackets of influencers depending on their number of followers. We’ve broken down influencer tiers for Instagram—the channel rated the most important for influencer marketing strategies in our 2019 survey.

  • Nano-influencers – 1,000 – 10,000 followers
  • Micro-influencers – 10,000 – 50,000 followers
  • Mid-tier influencers – 50,000 – 500,000 followers
  • Macro-influencers – 500,000 – 1,000,000 followers
  • Mega-influencers – 1,000,000+ followers

Knowing the reach of an influencer is not a hard fast way to determine Instagram influencer rates, but it does give marketers an idea of what price tag to expect.

How Much Do Instagram Influencers Cost By Tier?

We can break down Instagram influencer rates into the six influencer tiers:


Naturally, as influencer tiers progress, influencer rates also increase.

  • Nano-influencers – Free products or nominal amounts of money (up to $500).
  • Micro-influencers – A couple hundred to a few thousand dollars ($200-$4,000).
  • Mid-tier influencers – Anywhere from a couple thousand to ten thousand dollars ($2,000-$10,000).
  • Macro-influencers – A few thousand to several thousand dollars ($5,000-$25,000).
  • Mega-influencers – Several thousand to hundreds of thousands ($10,000-$150,000).
  • Celebrities – Several thousand to several hundred thousand dollars ($20,000-$500,000).

How To Find Influencers Within Your Brand’s Budget

In order to identify influencers that won’t break the bank, brands should first determine their influencer marketing budget. Without knowing how much you’re willing to spend on influencer marketing efforts, it will be more difficult to find influencers within an affordable price range. To find influencers within your budget, brands can:

  • set influencer marketing goals and develop a strategy
  • leverage influencer discovery tools
  • partner with an influencer marketing agency

Determine Your Brand’s Influencer Marketing Goals & Strategy

Influencer marketing budgets often stem from your brand’s goals, as well as the strategy you employ. Perhaps your goal is brand awareness, so achieving social engagement and earning new followers are important KPIs. Or maybe your sole objective is to drive sales. Your influencer marketing strategy will vary depending on your campaign goals. Once you’ve established your goals and strategic plan, you can move forward with identifying influencers appropriate for your brand’s budget.

Use Influencer Discovery Tools

By leveraging tools, such as influencer databases or free discovery resources, brands can pinpoint influencers who are better financial fits. Influencer databases give marketers the ability to research reputable influencers using filters and other search parameters. This can help ensure your brand spends within your means.

Work With Experienced Agencies

Another alternative is working with an influencer marketing agency, such as Mediakix. An agency strategizes, executes, and manages influencer marketing campaigns and boasts unmatched expertise in the space. Agencies also have insights into influencer rates due to their working relationships with trusted influencers. In effect, agencies are experts at budgeting for campaigns of all sizes and will help your brand find influencers within your budget.

How Do You Know If An Influencer Rate Is Reasonably Priced?

As mentioned earlier, influencer rates can be unpredictable. Below are a few ways marketers can best determine if an influencer rate is fair:

  • measure return on influencer marketing investment
  • evaluate previous campaign performance and influencer rate cards
  • consult our industry influencer rates chart for price guidelines

Influencer Marketing ROI

By understanding how to measure influencer marketing ROI, marketers can better assess if the price was worth the results. ROI is the percentage of each dollar invested that will yield a profit. Start by asking, “Did my campaign drive positive ROI?” Positive results can mean you simply achieved your goals, but it technically means you spent efficiently.

For example, a campaign that drums up temporary buzz around your brand may not be worth the cost of working with an expensive influencer and all the associated costs that come along with it if it doesn’t translate into tangible value. But a campaign that sustains long-term benefits, like immediate sales and lifelong customers, is likely worth the investment.

Previous Campaign Results & Influencer Rate Cards

If you’re tasked with deciding whether an influencer rate is justified before moving forward with them, do some extra research into their past branded collaborations to see what kind of results they generated. If they’re well-known in the space and can provide insights into previous campaigns, you should be able to judge if their rate is reasonable.

It’s also a good idea to request an influencer rate card—something many influencers will have prepared for advertisers. Once you’ve compiled enough influencer rate cards, you’ll begin to understand and anticipate the going rate more successfully.

Industry Influencer Rates

You can also use our influencer rates chart that breaks down cost by influencer tiers as a general guide. A rate that seems suspiciously out of line from these guidelines can be a red flag. Unless there’s a good reason (e.g. the influencer has agreed to strict terms and conditions and will have abnormally high production costs), influencer rates should typically fall into the ranges we’ve outlined.

In the end though, influencer rates will continue to shift amid the changing tides of the influencer marketing industry—and there are always outliers. Depending on a myriad of factors, influencers will charge at their discretion. It’s up to marketers to use their best judgment to strike a fair deal.

To best position your brand, establish various influencer relationships, run diverse influencer campaigns, and measure the ROI of all influencer efforts. Better yet, learn how our team of experts can help your brand generate ROI with top influencers here.

Tips On How To Become A Gaming Influencer On Livestream Platforms


By 2025, the livestreaming industry is expected to reach $124.6 billion. A large chunk of that comes from gaming, where gamers broadcast their live play on gaming platforms like Twitch and YouTube. On Twitch, the number of revenue-earning American Twitch streamers exploded nearly 60% between 2016 and 2017. And just how much do the top 10 alone earn? Upwards of $23 million in combined yearly revenue.

These head-turning numbers are all the more reason for gamers to grow their livestreaming channels to compete with the mega-stars, like Shroud, Jenna, TimtheTatman, Sodapoppin, and Dizzy. As livestream gaming continues to surge in popularity and legitimizes its role in brands’ influencer marketing efforts, novice gamers can learn a thing or two about how to become a gaming influencer on livestream platforms.

Whether on Twitch, YouTube, or other gaming channels like, learn the steps on how become a gaming influencer and a solid partner to brands who are interested in targeting livestream gaming audiences.

7 Steps On How To Become A Gaming Influencer On Twitch & Other Livestreaming Platforms

1. Set Yourself Apart By Finding Your Gaming Niche

In tandem with building a personal brand for yourself, focus on finding a niche that you are passionate about within the gaming world. Do you enjoy doing game walkthroughs, tutorials, game reviews, challenges, or montages? By establishing a segment within the gaming market, you can more effectively build a meaningful community and better hone your influence to attract brands you’re interested in working with.

2. Cultivate An Engaged Audience

Gaming influencers thrive when they foster a digital environment for the members of their niche community. Audience building is critical to ensuring you have a presence on a given gaming platform, but it also helps you understand your audience’s interests. How can you turn your viewers into part of your community, and ultimately into subscribers? How many viewers tune into your streams, and when do they drop off? When do you notice upticks in your subscriber count? What’s the overall sentiment of the chat room?

Understanding your audience will enable you to better engage with them, ultimately nurturing them into loyal fans. These qualities make you a more appealing option to brands looking for active, authentic gaming influencers. To accomplish this, streamers can use tools for more detailed audience insights:

  • StreamElements Stream Reports — Crunches valuable performance data, including revenue breakdown, unique chatters, new followers and subscribers, and viewers over time.

After your stream ends, StreamElements emails a Stream Report with key performance data.

  • SocialBlade — Gives streamers insights into both YouTube Live sub counts and Twitch follower counts, as well as total views and followers. Streamers can also research user statistics, including user summaries, future projections, detailed stats, and real-time follower counts.
  • Twitch Tracker — Provides detailed user statistics and visualizations on channel performance. It also enables users to compare against other streamers among key performance metrics like hours streamed, average viewers, and days of activity.

Twitch Tracker interactively displays overall viewership metrics and individual channel performance data.

3. Develop A Cohesive Streaming Strategy

One of the key ways to consistently engage an audience is to establish a livestreaming content strategy. Decide what topics to cover, which games to play, the livestreaming format, how often to stream, core messaging to communicate, and other channels for content distribution. Without a mapped out content plan, streamers will have unreliable results and a lack of audience insights. The more strategic you are with streaming production, the better you’ll be positioned to understand what works and what doesn’t, therefore giving you the knowledge to optimize future livestreams.

On top of executing your livestream gaming vision, promote your content regularly so that you have the best chance of reaching your target audience. Consistency primes you to have a more considerable gaming influence among your following. Inconsistency will leave your audience guessing and unable to form a strong relationship with you as a gaming influencer.

Building a robust streaming strategy early on will set you apart in your quest to become a gaming influencer.

4. Build Relationships With Other Influencers In Your Niche

While the goal is to stand out in a crowded space, surround yourself with other gaming streamers — both big and small — to help increase your visibility and reputation on streaming platforms. Just as streamers must foster relationships with their audience, it’s important to cement your status as a forward-thinking, versatile streamer among the gaming influencer ecosystem.

Consider different ways to collaborate with other influential streamers in your niche, as well as outside your niche, to ultimately build rapport and heighten your role within the gaming community. Besides connecting with fellow streamers on Twitch, let your voice be heard within the online gaming community on Reddit, Twitter, Facebook and other virtual watering holes.


Networking with fellow gamers can bring about tangible benefits like:

  • A pipeline for brand sponsorship opportunities
  • A sounding board to discuss ideas, game or gear recommendations, and obscure questions
  • An informal grapevine of insider information and trade secrets

5. Partner With Non-Gaming Brands

While the gaming industry may seem limited in the types of brands that can effectively market their brand or products, plenty of non-gaming brands have begun tapping gamers. Major brands including UberEats, KFC, GUESS, Doritos, PSD Underwear, and South Park have all played a hand in livestream gaming with great success, proving that the arena isn’t exclusive to endemic brands.

Even if you don’t have a massive following, position yourself as a gaming influencer open to partnering with non-endemic brands so that you can increase your chances of sponsorship, as well as grow influencer marketing opportunities within the gaming industry. For example, Twitch streamer Slade (with a little under 50,000 followers) has collaborated with Sennheiser during live streams, promoting their GSP500 headset.


Slade promoting Sennheiser (via StreamElements)

Working with a diverse roster of brands has the potential to resonate exceptionally well with your audience.

6. Extend Brand Partnerships Cross-Channel

Keep in mind that Twitch livestreams are time-sensitive in that once they end, the content doesn’t have a prolonged lifespan unless it’s archived, in contrast to a YouTube video which might be viewed for years after creation. Even if gaming influencers archive sponsored Twitch livestreams, the videos tend to be very lengthy, which makes the sponsorship less discoverable.

To maximize exposure, gaming influencers should cross-promote brand sponsorships on their other social media channels. Whether it’s Tweeting a link to the livestream or creating a highlight reel from the livestream to feature on YouTube, be sure to deploy a strong cross-channel strategy. Offering cross-channel promotion as a value-add to brands makes you more enticing and gives brands more incentive to work with you.

Especially as a smaller streamer attempting to become more distinguished in the gaming community, cross-channel promotion will help elevate your overall presence.

7. Work With Influencer Marketing Agencies

If you’re set on learning how to become gaming influencer and you’ve followed the above steps, streamers can also consider using influencer marketing agencies whether they’re smaller scale gaming influencers or have reached a more high-profile status. Doing so helps gain access to industry experts who have track records of working with top brands and influencers. The benefit of leveraging an agency is their understanding of the nuances of influencer marketing and their attention to detail on meeting brand expectations. For instance, gaming influencers can leverage StreamElements DreamTeam, or Mediakix, where we’ve run several successful gaming campaigns.


By joining the StreamElements DreamTeam, members get several streaming perks.

An agency partnership can help attract brand deals that gaming influencers otherwise wouldn’t be exposed to without well-networked representation. Agencies and platforms can also take on the back-and-forth communication and other logistics required for impactful gaming influencer marketing campaigns. As only brands with a relatively large budget can afford to hire a dedicated influencer marketing agency, streamers can partner with agencies to secure lucrative brand ambassadorships, exclusive event sponsorships, and high-profile brand partnerships.

What Are You Waiting For?

In the end, streamers should practice these steps on how to become a gaming influencer in order to establish authority in the livestreaming arena. It’ll take persistence, patience, passion, and precision, but we’re confident that skilled streamers can become gaming influencers—both big and small—and earn brand sponsorships over time.


micro influencer campaigns

Why Brands Should Develop An Instagram Micro-Influencer Strategy

Instagram Micro-Influencer Campaigns

By 2020, spending on Instagram influencers is projected to reach $2.3 billion. Brands of all types are supplementing traditional advertising with Instagram influencer marketing to acquire customers online.

micro influencer campaigns

As influencer marketing industry has swelled to $5-10 billion, two primary terms have emerged to distinguish influencer tiers: micro-influencer and macro-influencer. Micro-influencers are social media users, typically on Instagram, who have 10,000 to 50,000 followers. Macro-influencers are those with between 500,000 and 1 million followers.

The Effectiveness Of Micro-Influencer Campaigns

Micro-influencers surged in popularity during 2017 as more brands adopted an influencer marketing strategy. Search interest in the term “micro-influencer” peaked again in early 2019, jumping more than 5X since 2018.

While the popularity of micro-influencers has grown, campaign results have been mixed. Micro-influencers have had their share cautionary tales—namely, the ability for anyone to become a fake micro-influencer overnight.

micro influencer campaigns

On the other hand, working with Instagram micro-influencers enables brands to generate high engagement at a lower cost among niche communities. While macro-influencers reach more consumers overall, micro-influencers are wildly successful at cultivating loyal and engaged audiences.

Once brands decide to partner with micro-influencers, the next step is finding the right ones.

4 Free Tools For Micro-Influencer Campaigns

Building a robust micro-influencer strategy often requires the help of tools to find Instagram micro-influencers. We’ve gathered some of the top micro-influencer platforms, apps, and marketplaces to assist marketers in their quest to execute impactful micro-influencer campaigns. (Definition here)

1. Socialbakers

micro influencer campaigns

Socialbakers is a search tool that allows brands to identify Instagram influencers across different regions and categories. By requesting a free demo with Socialbakers, you can unlock access to a full database of micro-influencers that display important information about the influencers, like age, interests, followers, number of posts, and more.

2. Klear

micro influencer campaigns

Klear empowers marketers to research and measure Instagram influencers. Boasting a database of over 900 million Instagram profiles across 60,000 categories, Klear’s search functionalities allow brands to filter by four main tiers. The platform offers audience details to help with targeting the right demographic.

3. Influence.Co

micro influencer campaigns helps brands identify and connect with influencers by offering a vast influencer database across multiple niches. Brands can filter their search by category, location, and follower count. For instance, an activewear brand looking for fitness micro-influencers in Los Angeles can quickly narrow their search with this tool.

4. Instagram

micro influencer campaigns

Many forget the value of using the Instagram platform itself as a tool to discover micro-influencers. There are various ways to look for Instagram influencers, including:

  • Searching specific hashtags
  • Filtering through known influencers’ networks for other micro-influencers
  • Monitoring your brand’s tags and mentions from micro-influencers
  • Exploring the Instagram Discover page

3 Paid Tools For Micro-Influencer Campaigns

1. Brand Snob

micro influencer campaigns

Brand Snob is an influencer marketplace that allows brands to post a campaign brief for $135 in order to gain access to thousands of opt-in influencers. Influencers who show interest in your brand and campaign can be approved based on your brand’s criteria.

2. Upfluence

micro influencer campaigns

The Upfluence Search Engine offers brands the ability to use filters such as geolocation, engagement metrics, and language to find the right influencers. The tool also enables brands to analyze data from identified Instagram micro-influencers by giving historical insights into influencers’ audiences and how they interact with them. This way, brands can make informed decisions about how the micro-influencers will resonate with their target audience.

3. TapInfluence

micro influencer campaigns

TapInfluence is an influencer platform that offers data and insights into brands’ influencer marketing campaigns, along with a fully vetted marketplace of influencers. The analytics capabilities help brands get an accurate measure of engagement. The platform is useful for both identifying micro-influencers, as well as measuring micro-influencer campaigns.

5 Examples Of Effective Micro-Influencer Campaigns

Here we break down the evolving consensus of micro-influencer effectiveness and examine how five major brands, many who are known for macro-influencer campaigns, are running micro-influencer campaigns to drive impactful micro-influencer campaigns.

1. Coca-Cola Goes Global In Micro-Influencer Campaign

Miette Dierckx – 35.8K Followers

micro influencer campaigns

Travel and foodie micro-influencer Miette Dierckx is a Coca-Cola brand ambassador with more than 35,000 Instagram followers who regularly posts photos of herself with a Coke in hand. While promoting the brand for specific campaigns is still part of Coca-Cola’s micro-influencer strategy, Miette more commonly shares sporadic sponsored Instagram posts tagged with #cokeambassador.

Consistent with her posts, Miette captures happy snippets of life while sipping a refreshing Coke which ensures authenticity and strong appeal to her niche audience. Coca Cola benefits largely from the long-term relationship with this micro-influencer, effectively expanding the reach over time.


  • Likes: 1,261
  • Comments: 20
  • Engagement rate: 3.6%.

Yannick Merckx – 47.9K Followers

micro influencer campaigns

Another travel micro-influencer, Yannick doesn’t miss a beat when naturally weaving an ice-cold Coke into his worldly travels. Similar to Miette, Yannick is a Coke ambassador who frequently shares sponsored Instagram posts with his nearly 48,000 followers, either donning his Coca-Cola sweater, taking a swig of Coke, or holding recycled Coke can objects.

In each post, the micro-influencer seamlessly integrates the brand into his lively adventures abroad. Through a natural and long-term partnership, Coca Cola can rely on Yannick to execute Instagram sponsorships that align with the brand’s values while generating brand lift and affinity.


  • Likes: 1,229
  • Comments: 11
  • Engagement rate: 2.6%.

2. Forever21 Makes A Fashion Statement With Micro-Influencers

Kristal Heredia – 13.8K Followers

micro influencer campaigns

Plus-size fashionista Kristal Heredia is known for flaunting her curves while adorned in various outfits and accessories. She shares Forever21 fashion shots on an ongoing basis, landing her sponsored posts on Forever21Plus’s Instagram feed.

While her captions are short and to-the-point, she puts Forever21 apparel on full display with stylish poses and backdrops. Cultivating a loyal audience of nearly 14,000 followers, Kristal engages her followers by replying to comments and showing her appreciation. This enables Forever21 to take advantage of a receptive micro-influencer audience and ultimately build brand trust among Kristal’s followers.


  • Likes: 3,361
  • Comments:130
  • Engagement rate: 25.1%.

Arlette Jeanett – 15.7K Followers

micro influencer campaigns

Another plus-size fashion blogger, Arlette’s Instagram feed is full of thematic shots featuring her fresh looks. Like Kristal, Arlette’s Instagram posts often get reshared on Forever21Plus’s main feed, extending her reach to an even broader audience for future sponsored posts.

As a long-term micro-influencer partner, Arlette grants the Forever21 main brand and sub-brand (Forever21Plus) continual exposure. This also helps produce positive brand sentiment and ensures impactful results with each sponsored post.


  • Likes: 3,583
  • Comments: 86 comments
  • Engagement rate: 23.1%.

3. CVS Pharmacy Hunts Easter Micro-Influencers

Bethany Aroutunian – 24.2K Followers

micro influencer campaigns

Bethany Aroutunian is a content creator and blogger specializing in lifestyle, beauty, travel, style, and DIY. For holidays, events, or other life adventures, Bethany shares Instagram sponsored posts of brands that help her prepare. Her longform, genuine captions and creative images help spread the word about many major brands, including CVS Pharmacy.

Leading up to Easter, CVS looked to Bethany to drum up interest in the store’s seemingly unlimited supply of Easter decorations and treats. In two sponsored posts, the micro-influencer successfully relays the message about CVS Pharmacy’s limited time membership offer, while highlighting the value of the brand in prepping for the Easter holiday.


  • Likes: 806 likes
  • Comments: 59
  • Engagement rate: 3.6%.

Samantha Scott – 45.1K Followers

micro influencer campaigns

Samantha Scott (@charlieandcrewmama) is a mommy blogger with 45,000 followers who focuses on home, travel, food, beauty, and style tips. Her Instagram feed covers a gamut of content with a pleasing and clean aesthetic, much of which features products from brands she loves.

In partnership with CVS Pharmacy, Samantha colorfully captures fun spring decorations and tasty goodies available at CVS stores across the country. Just like Bethany, Samantha includes a blurb about a limited time offer for ExtraCare members, further incentivizing already loyal customers to hop into a store near them to run some Easter errands.


  • Likes: 1,398
  • Comments: 2
  • Engagement rate: 3.1%.

4. Mattel Partners Up With Parent Micro-Influencers For Polly Pocket Blast From The Past

Peace Love And Mommy – 15.8K Followers

micro influencer campaigns

As a mommy and lifestyle micro-influencer, Heather’s Instagram feed puts a spotlight on her life with two young children. Her Instagram posts regularly share snippets of the children’s toys and other playful affairs, including Mattel’s Polly Pocket.

Riding on the nostalgia of ’90s kids, her sponsored Instagram post shows her daughter playing with a Polly Pocket, courtesy of Mattel. She also adds that the toy makes a perfect holiday gift for other young children. Overall, the post uniquely spreads awareness about a toy made popular in the decade that most parents of Heather’s audience would be pleased to bring back.


  • Likes: 626
  • Comments: 21
  • Engagement rate: 4.1%.

Always Be My Princes – 36.3K Followers

micro influencer campaigns

Ares Valdelvira (@alwaysbemyprinces) is another mommy micro-influencer who gives lifestyle and design tips regularly throughout her Instagram feed. While toy reviews are not her primary focus, they fit with the theme of snapshots of her life with young children.

Expanding Mattel’s international reach, Ares follows suit with tugging at the heartstrings of other ‘90s babies. The sponsored post features her daughter holding a Polly Pocket and reintroduces the wonder of childhood play with her followers. This natural integration gives Mattel’s brand a boost in the eyes of other parents who likely remember playing with the toy as a kid.


  • Likes: 641
  • Comments: 32
  • Engagement rate: 1.9%.

5. Samsung Targets Creative Micro-Influencers

Cristian – 24.7K Followers

micro influencer campaigns

Cristian (@cpwears) is a creative mind who influences in the menswear, lifestyle, and travel spaces. His partnership with several top brands comes across naturally and generates strong engagement within his niche. As a partner of Samsung Mobile, he effectively raises brand awareness by demonstrating Samsung’s devices’ features with his Instagram photos.

Noting his status as a creative guest partner at Samsung’s Experience Tour Pop-Up in Brooklyn, Cristian recounts his collaboration with the Samsung team. His caption also sheds light on undisclosed features of Samsung’s new product, a low light photography setting. These qualities enable Samsung to generate buzz with an audience keen to learn more about its products.

Results: His post produced 791 likes and 18 comments for an engagement rate of 3.3%.

Urška Ahac – 11.8K Followers

micro influencer campaigns

Samsung Mobile added a valuable partner to its roster—a kinesiology student and sports fanatic with an active presence on Instagram. Urška Ahac has posted a steady stream of content in support of Samsung’s products, including the Galaxy Watch and the Galaxy S10.

Tapping into the network of the Slovenia native, Samsung is able to broaden its reach across the globe. Not to mention, Samsung can connect with an audience that shares Urška’s interest in technology and mobile devices.

Results: Her post generated 424 likes and 9 comments for an engagement rate of 3.7%.

10 Tips For Successful Micro-Influencer Campaigns

When launching a micro-influencer strategy, be sure to follow our 10 tricks below for successful Instagram micro-influencer campaigns:

1. Find Relevant Instagram Micro-Influencers In Your Niche

Before launching into a search for Instagram micro-influencers, outline what niche you plan to target on Instagram. Is your target audience on Instagram in the first place? If so, which micro-influencers do they follow and engage with? It’s also critical to know the goals and KPIs of your micro-influencer strategy. Are you trying to grow your social media audience, expand into new audiences, create positive social engagement, or drive conversions?

micro influencer campaigns

Answering these questions will better inform your process for finding relevant micro-influencers within a particular niche.

2. Vet Micro-Influencers Based On Important Criteria

Next, carefully cross-check that the micro-influencers you’ve identified are actually legitimate and would be natural fits for the purposes of your campaign. Do they have fake followers or use Instagram bots to inflate engagement? Have they previously been involved in an influencer marketing scandal or lawsuit? Do they authentically engage with their audience regularly? Do they have a history of promoting any of your competitors?

If the answer to any of these questions raises a red flag, evaluate whether your brand can run the risk of working with a micro-influencer who might jeopardize brand safety or pose a conflict of interest.

3. Measure Micro-Influencers’ Instagram Engagement

This step goes hand-in-hand with vetting micro-influencers. In order to understand the potential impact of micro-influencers on your campaign, monitor the engagement levels they achieve on both organic and sponsored content. This determines both their legitimacy and their ability to drive impactful results for your brand.

micro influencer campaigns

Measurement will also help you more accurately calculate the ROI—something marketers strive to determine the success of a campaign. Do the micro-influencers generate likes, comments, shares, brand sentiment, and other valuable metrics that translate into positive value for your brand? Keep in mind that micro-influencers don’t have the same wide reach as macro-influencers, but they excel in cultivating highly engaged audiences within their niche.

4. Leverage Multiple Instagram Micro-Influencers At Once

Working with just one or a couple of micro-influencers will limit the overall reach of your influencer campaign. To broaden your reach, work with several micro-influencers for a single campaign. While finding micro-influencers with a lot of overlap among their Instagram audiences will help solidify your message, be sure the micro-influencers you select also cover a more varied audience to avoid targeting the same set of followers across multiple activations.

5. Amplify Micro-Influencer Instagram Content Cross-Channel

In addition, cross-promote micro-influencer content across other channels, and reshare their sponsored posts on your own Instagram feed. Amplifying the content gives your campaign an added boost, as well as exposure to audiences on other channels. This will also help your micro-influencer partners more keen to work with again in the future, as it creates a mutually beneficial relationship.

6. Engage With Micro-Influencers On Instagram

micro influencer campaigns

It goes without saying, but brands who work with micro-influencers should make a concerted effort to engage with their content. Again, this demonstrates your commitment to supporting micro-influencers and it also helps get the most out of their sponsored Instagram content. Comment on their organic posts, like their photos, watch their videos, and show that your brand is as interested in them as you’d like them to be in your brand.

7. Give Micro-Influencers Reasonable Creative Freedom On Instagram

When working with micro-influencers (or any influencer for that matter), grant them the freedom to let their creativity run wild. While giving them briefs on the goal, key messaging, KPIs, deadlines, and other campaign details are important, the point of working with influencers is to ride on the successful innovation and creative formats that work for them already.

micro influencer campaigns

If you control micro-influencers too much, their audience will detect the inauthenticity and the message will not resonate with them.

8. Craft A Solid Contract With Micro-Influencers

A concrete outline on the terms of your partnership will ensure that both parties uphold their ends of the agreement. Without a contract, a micro-influencer campaign can encounter troubles that lead to influencer marketing fails and ultimately create a bad name for your brand. Include elements, such as deliverables, timing, compensation, and other contractual arrangements that will better guide your campaign and give micro-influencers enough direction to be successful.

9. Keep An Open Line Of Communication With Micro-Influencers

In line with staying organized, ensure that you’re communicating with each micro-influencer regularly so that nothing slips through the cracks, expectations are met, and no surprises arise last minute. As with most business partnerships, transparency and trust are key to a healthy relationship. Therefore, practice constant communication to relay important information about any changes, recommendations, expectations, requirements, and outcomes.

Involving the micro-influencers throughout the process will nurture a more productive partnership, and those influencers will be more likely to work with you in the future. Professionalism also goes a long way for both parties.

10. Nurture A Long-Term Relationship With Micro-Influencers

micro influencer campaigns

Lastly, on top of building a solid relationship with your micro-influencer partners, focus on nurturing it over time. Invest in working with micro-influencers who understand your brand’s voice, mission, and ambitions, as well as those who generate positive results. When you identify the best influencer partners, express genuine interest in partnering up for long-term partnerships Always-on influencer campaigns will help kick your micro-influencer marketing strategy into first gear.

A Marketer's Complete Guide To Top Instagram Hashtags: 11 Best Practices

top instagram hashtags

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How To Leverage Top Instagram Hashtags As Part Of Your Instagram Influencer Marketing Strategy

What Is An Instagram Hashtag?

Comprised of letters, numbers, or emojis and preceded with a pound sign (#), Instagram hashtags enable Instagram to sort and organize the platform’s content, making it easier for users to filter topics.

top instagram hashtags

Instagram hashtags are a crucial tool for the blossoming Instagram influencer marketing industry. While they certainly aren’t the be-all and end-all, they are significant drivers for finding an engaged audience for your brand’s content, as well as raising brand awareness.

Similar to search terms, the more generic the Instagram hashtag, the broader your reach. The more specific and niche Instagram hashtags are, the more targeted your audience will be.

If you’re not using Instagram hashtags, then you should jot down notes from our guide to bring your hashtag game up to scratch. Continue reading “A Marketer’s Complete Guide To Top Instagram Hashtags: 11 Best Practices”