Working with Influencers

How to Work with Influencers (Without Feeling Cringe or Getting Burned)

Influencer marketing doesn’t have to feel awkward, transactional, or straight-up scammy; but let’s be honest, sometimes it does. If you’ve ever sent a message and instantly regretted it, or handed over a product and heard nothing back, this one’s for you.

Here’s how to actually work with influencers in a way that’s authentic, effective, and doesn’t make you want to throw your phone.

1. Know what kind of collab you want (before you ask)

Are you looking for a one-off product review? Ongoing content? A brand rep? A giveaway partner? Be clear on what you want before sliding into anyone’s DMs. It saves time and makes you look professional.

If you’re vague, you’ll either get ignored or overcharged.

2. Look beyond the follower count

More followers doesn’t always mean more impact. Look for:

• Real engagement (not just likes, but comments that aren’t bots)

• Audience match (do they speak to your ideal customer?)

• Aesthetic and tone (does it align with your brand?)

I’d take a micro-influencer with a loyal niche following over a random 100k account with generic content any day.

3. Be upfront and respectful

Message them clearly and casually. Something like:

“Hey! I love your page and think you’d be a great fit for our handmade soy candle brand. We’re looking to run a feature next month. Would you be open to discussing a potential collab?”

No need for corporate jargon. Just be human, polite, and to the point.

4. Don’t ghost (and don’t get ghosted)

If someone sends you their rates and you’re not into it, just thank them and move on. If you agree to a collab, follow through. If they go quiet after you’ve sent product, don’t be shy to follow up with them.

Keep receipts. Learn and refine. Don’t take it personally.

5. Set expectations and put it in writing

What are they posting? When? How many stories? Will you be tagged? Is it gifted or paid?

Even if it’s casual, agree on the basics via email or DM so everyone’s on the same page. It protects you both and avoids awkwardness later. Trust me!

6. You’re allowed to say no

Don’t feel pressured to say yes to anyone who offers a collab if it doesn’t feel aligned, even if they’re “a big deal.” You want quality, not quantity. It’s your brand. You get to be picky.

Influencer collabs can be so good when they’re thoughtful and clear. Trust your gut. Do your homework. Communicate like a human. And remember; the right collab should feel like a win for both sides.