The Ins and Outs of Influencer Marketing: A Chat with an Expert | by Sam-Erik Ruttmann | Oct, 2023

Influencer marketing has exploded in recent years, but many brands still find it confusing. To shed some light, I sat down with influencer marketing pro Sarah Saffari, founder of Influencer Nexus.

Sarah shares how she went from personal training to building her own influencer brand. She noticed gaps between brands and influencers, which led her to start an agency to help brands run influencer campaigns.

We break down the different types of influencers, from nano to celebrity. Contrary to popular belief, micro and nano influencers often outperform mega stars. They have stronger community connections and higher trust.

A common mistake is one-off influencer campaigns. Sarah explains you need an ongoing program with aligned creative concepts, not just random sponsored posts. She details key contract terms like timelines, content ownership, and compliance.

Measuring campaign success goes beyond vanity metrics like followers. You need to track real engagement, sales, etc. We also dive into spotting fraudulent influencers who use bots and fake engagement.

Negotiating influencer compensation can be a minefield. Sarah suggests blended packages of monetary payment, free product,s and incentives. This allows creative freedom while maintaining brand input.

Of course, legal compliance is crucial. Sarah outlines FTC and other regulations around disclosing paid partnerships. This is mandatory for any sponsored content.

For those looking to become influencers, Sarah stresses consistency, finding your niche, and highlighting your unique personality. Patience and hard work trump shortcuts.

The influencer space keeps evolving. But Sarah makes it clear for brands — work with the right partners, nurture your community, and focus on driving real business results.

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