In this day and age, social media is everywhere. Integrating working with social media influencers into your business’s marketing strategy can mean a massive difference in your following, your engagement and your sales. However, it does need to be done right. There is a science and skill to this to ensure you are working with the right influencers who align with your business’s needs, the audience you are trying to reach and have the skillset to integrate this marketing into their content organically. Partnering with the right influencers is the key to nailing your campaign.
In 2025, the days of quick, one-off influencer deals are fading. Now, it’s all about forming genuine, long-term partnerships that feel real to both the influencer and their followers. Letting influencers bring their creativity to the table helps your campaign feel natural and less like a sales pitch. Most social media users these days can easily spot a paid sponsorship or ad placement. By working together on content like videos, behind-the-scenes moments, or product demos, you can build trust with the influencer’s audience while keeping things aligned with your goals. Authenticity is everything in 2025, so focus on relationships, not just transactions.
Social media is ever-evolving, and to stay relevant, you’ve got to keep up. Short-form video, like TikTok and Instagram Reels, is still dominating for quick, engaging content. However, don’t be afraid to experiment with new tools or platforms such as Lemon8 or Blue Sky to keep things exciting and stand out from the crowd.
Finding the right influencers to work with doesn’t have to feel overwhelming, you just need a strategy. Start by digging into where your target audience hangs out online. Are they bingeing TikToks, scrolling Instagram, or diving into niche Reddit threads? Once you know the platform, search for influencers whose content matches your vibe and brand values. Don’t just look at follower counts, though—pay attention to engagement rates and how their audience interacts with their posts. A smaller creator with a loyal, active fan base can often deliver better results than someone with a massive but disengaged following. Micro and nano influencers are becoming the go-to for brands looking to connect with niche audiences and get a great return on the investment
Once you’ve got a list of potential influencers, take the time to become familiar with them. Look at their past collaborations—do they feel authentic, or do they come across like ads? Scroll through their comments to see how their followers react to their content. For smaller influencers, reach out directly via DMs or emails (most have their contact info in their bios). If you’re aiming for bigger names, agencies or platforms that specialize in influencer partnerships can make the process easier. And don’t forget: building a connection before pitching a collaboration goes a long way. Engage with their posts, share their content, and show genuine interest—it’s a great way to kick off a partnership on the right foot.
Once you have found an influencer that you would like to work with, you need to track what performs. With today’s analytics tools, it’s easy to see how your influencer partnerships are performing. Look at key metrics like engagement, conversions, and follower growth to measure success. Use affiliate links, tracking links or custom discount codes to track direct sales and traffic. And don’t forget the bigger picture: even if sales aren’t immediate, campaigns can boost your brand awareness and help you build a loyal customer base.
In conclusion, working with social media influencers can be a game-changer for your business, but success comes from doing it the right way. Focus on building genuine connections with influencers who truly align with your brand and audience, and give them the freedom and input to create content that feels real. They know their audience better than anyone else. When done thoughtfully, influencer marketing can help you reach new customers, build trust, and take your brand to the next level.
This is a contributed blog post written by Alyse Grimm, the media and marketing expert (and social media influencer!) behind ThingstodoinSalem.com and SalemMAWedding.com. Alyse has been mastering content creation, social media, marketing and digital media for almost ten years and has been an entrepreneur since her early 20’s. Alyse and her work have been featured on websites such as Atlas Adrift, She Goes Global, The Savvy Social Hour, HostGator and Creative Collective. Alyse has also taught several workshops at the Enterprise Center at Salem State. To read more about the social media and content creation services that Alyse offers, head to MissAlyseNicoleMedia.com.
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