Influencer marketing is a paid or gifted partnership in which a creator promotes your product to an audience that already trusts them. The trust is the whole mechanism, and it is why a small creator with an engaged niche audience can outperform a celebrity with far greater reach. It works alongside your other marketing strategies rather than replacing any of them. Below you’ll find what influencers actually do, what they charge, how to find one who fits your brand and what to watch for before you sign anything.
TL;DR: what is influencer marketing and how to use it
Running influencer marketing means picking creators whose audience overlaps yours, agreeing on deliverables and usage rights, disclosing the partnership and tracking results back to a page you own. Brands use it for awareness, lead generation, sales and loyalty, and budgets are shifting away from celebrities toward nano and micro creators who cost less and engage more. The recommendation lands inside a relationship the audience chose rather than an ad slot they skipped, which is why creator fit matters more than reach. Wix boosts brand visibility with a business website builder that includes SEO and email marketing tools.
What you’ll learn:
What an influencer is and how creators actually earn
The influencer tiers from nano to celebrity and which one fits your budget
Where to find creators and how to vet them
What disclosure rules require of you and the creator
The real drawbacks: cost, control and time
What is influencer marketing?
Influencer marketing is a collaborative social media marketing campaign between an influencer and a brand. The influencer uses their reach to boost awareness about a brand or product to their following, which overlaps with the target audience of the sponsoring business. It’s great for audience building, lead generation, growing sales, engagement and customer loyalty. It works as part of both local marketing and global marketing efforts.
All in all, influencer marketing can help get the word out about your brand or product, with the help of a knowledgeable figure that has sway in your market. Just like any other important tool for your business, influencer marketing is another way to speak to your target audience. Also, it is one of the fastest growing marketing trends.
Influencer marketing taps directly into the concept of social influence. This is a process by which individuals or communities change their behavior to meet the demands of a social environment. In this example the environment is social media, where many of the factors of social influence apply. Peer pressure, socialization, conformity and persuasion all shape what people do next.
Influencer marketing statistics
If you’re still on the fence as to whether you should give influencer marketing a chance, try these stats on for size.
Smaller creators are where the budget is moving. Influencer Marketing Hub found that 52.83% of marketers plan to increase or start working with micro creators, while only 7.55% plan to cut back and none plan to stop entirely.
The industry isn’t losing steam. The global influencer marketing industry reached an estimated $32.55 billion in 2025. Making money as an influencer is a growing trend and for good reasons.
Marketers are backing it with budget. In the same survey, 87.49% of respondents expected their influencer marketing budgets to increase and 72.22% expected an increase of 50% or more.
The hard part has shifted to price. Rising creator costs are now the leading challenge for 35.4% of marketers, ahead of authenticity issues at 12.73% and ROI measurement at 8.70%.
Why influencer marketing?
One of the toughest things a small business can do is to get in front of the right audience without being immediately dismissed. The way people respond to ads and other promotional material is much different than it once was, making it harder for people to figure out which marketing strategies will help them achieve success.
Consumers see more ads than ever, recognize the usual marketing tricks on sight and tune out anything that lacks originality. That makes attention harder to win, especially for those just getting started in business. Well, if you’re struggling to get to your audience effectively or if you’re just trying to stay ahead of the curve, you may want to look into influencer marketing.
First, what (or who) is a marketing influencer?
A marketing influencer is a person who can effectively sway an individual’s purchasing decisions. Influencers are generally very knowledgeable and credible within a niche market and very actively engage with its members. Take makeup artist Nikkie de Jager (@NIKKIETUTORIALS) for example. She shares valuable techniques and impressive works of her craft, which have made her one of the most followed beauty creators on Instagram.
What makes these social media stars effective is that they have essentially built themselves into their own independent brand that feels genuine and relatable to their followers. So when they promote other brands, their followers are likely to trust their recommendations.
They’ve also put in the effort to learn and become an authority on a particular subject. It's that kind of expertise that launches them beyond just another traditional advertisement. Instead, they have built themselves into independent, identifiable brands of their own. They then use that platform to promote other brands that align with their values and outlook.
How do influencers make money?
There are several main ways in which influencers make money as the stars of influencer marketing.
Sponsored content. Brands pay influencers to create content around them using a product or service.
Affiliate marketing. Influencers earn a commission when their followers purchase products or services through their unique affiliate links (learn more about how to make an affiliate marketing website).
Product placement. Influencers are paid or receive products for free if they use them in their photos and videos.
Product endorsement. Influencers are paid an ongoing fee to endorse a product or service across their social media platforms.
Influencer events. Influencers are paid to attend brand events and promote products there.
Types of influencers
Much like there are different markets to advertise to, there are different types of influencers to partner with, each with their own specialty and market.
Influencers can be celebrities, journalists and reporters, bloggers and vloggers and other types of content creators. Each type has their own audience and expertise, and the size and nature of each should be considered when finding an influencer to work with on a campaign.
If you’re just getting started with influencer marketing or are trying to get into a hyper-specific niche, you can look into micro-influencers. Unlike typical influencers, “micros” tend to be regular people that are knowledgeable about a topic that isn’t incredibly popular, but has its own dedicated following. They can be seen as more relatable than higher-profile influencers.
The number of followers needed to be categorized as a micro-influencer varies by who is counting. Influencer Marketing Hub places nano creators at roughly 1,000 to 10,000 followers, with micro creators sitting just above that range. The useful point is not the cutoff. Micro-influencers prove that you don’t need to hire a millionaire to effectively reach your audience.
Just know that when you go lower on the influencer spectrum, you’re aiming for a “regular person” speaking to “regular people” vibe for your campaign. When going higher up the pole, you’re more likely to work with industry experts, CEOs and celebrities. Looking for an influencer? Check out our list of up and coming influencers who are making waves in their respective industries.
Creators who have sat on both sides of a brand deal tend to describe the same problem. The audience lives on social, but the business has nowhere to land. Adrianna Skori grew Kids Who Explore from an Instagram community into 180 local hiking groups worldwide after partnering with Wix as a brand influencer.
“Instead of managing separate systems for memberships, content, events, blogs, landing pages, forms and ecommerce we can manage it all in one place. That means less time troubleshooting technology and more time focused on our mission of getting families outside and connected to nature.” -Adrianna Skori, Founder and CEO, Kids Who Explore
For a brand, the same logic runs in reverse. A campaign that sends traffic to a profile ends when the post scrolls away, and a campaign that sends it to a site you own keeps working.
How to find influencers
With the last stat above in mind, it’s important that you take your time trying to find the right influencer for your campaign. You want to make sure your goals, audience and expectations are aligned from beginning to end, but that’s for when you find the best influencer. How do you find an excellent partner in the first place? Try these sources:
Blogs and other online publications
If you’re looking for an expert on a subject, finding a writer or reporter within your industry is a good place to start. If you have someone in mind, be sure to do more research by reading content they’ve published.
Social media
This should be a relatively obvious one. Even if you’re not specifically seeking a social media influencer, there’s still a large chance that your candidate has a social media following to some extent. This can allow you to see how they interact with their followers.
A great resource for finding an influencer on social media is your own audience. Keep tabs on accounts that are continually mentioned and tagged in posts or have their posts shared often.
Still searching for an influencer on social media? Well, did you use the search? It’s your friend and you should find both relevant content and people by searching for your industry keywords and hashtags.
Search engines
Speaking of search, did you try Google? It may sound silly, but doing a search for an influencer, especially with your market in the search box (e.g. ‘your business industry’ + ‘influencer’) could yield some favorable results. Even if it leads you to one of the other tools to help find an influencer, it’s hard to go wrong with the world’s most popular search engine. Of course, you’ll also need to do additional research on your influencer if you get a hit to make sure they’re aligned with your values and are a good overall fit.
Online influencer software
With the growth of influencer marketing steadily rising, it’s not surprising to find there are specialized services for finding influencers. Influencer discovery platforms let you filter creators by topic or location, then compare them on reach, authority, influence and engagement before you reach out.
Influencer marketing firms
If you have the budget and don’t have the time, hiring an agency is another route you can take. While you may not learn as much about the process as you would if you did it yourself, a specialist agency can identify creators, manage your networks and devise a complete social strategy for you. Check how they price usage rights and amplification before you sign, because those sit outside the headline rate.
Influencer marketing examples
H&M
H&M is one of the most well-known fashion brands in the world, and its global reach shows up in the size of its following on social networks. A quick look at the official @hm account will also show you a very well put together Instagram strategy. The brand is also very familiar with influencer marketing. Campaigns have included @laura_tobon, @sincerelyjules and @elavelden.
Wix
Here at Wix, we’ve partnered with creators across very different scales. The Super Bowl work with Karlie Kloss and with Rhett and Link from Good Mythical Morning reached a broadcast audience. The partnership with Adrianna Skori of Kids Who Explore went the other direction, starting with a niche outdoor community that later grew into 180 local groups worldwide. Wix boosts brand visibility with a business website builder that includes SEO and email marketing tools.
Lyft
Lyft, a popular ride-sharing service, has partnered with several celebrities in a series of YouTube videos called “Undercover Lyft.” The premise is simple. A celebrity disguises themselves as a Lyft driver and reveals themselves at the end of the ride. There’s a decent assortment of videos that have been produced, including ones featuring Shaq, Olivia Wilde, Jason Sudeikis and Danica Patrick, just to name a few.
Influencer marketing drawbacks
While there are many benefits to influencer marketing, there are also several drawbacks brands and marketers should be aware of when formulating a strategy for social media. These include:
Cost: Depending on the influencer you use, influencer marketing can prove to be expensive, especially if the ROI is low. This is why micro-influencers have grown in popularity over the last few years, as they often charge lower fees while still delivering considerable impact for a brand.
Content control and quality: You are handing your message to someone else, and the creators worth hiring are the ones who will not read a script word for word. Agree on the claims that must appear and the ones that must not, then leave the delivery to them.
Time and effort: Influencer marketing often takes considerable time and effort to make it successful over the long term. The whole life cycle from choosing an influencer, to agreeing on content creation terms and schedule, to publishing and promoting, can be drawn out.
Disclosure and compliance: Every paid or gifted partnership has to be disclosed under FTC rules, and the brand can be held responsible alongside the creator. Put the disclosure wording in the contract and check the post after it goes live.
What is influencer marketing FAQ
How much does influencer marketing cost?
Most creator partnerships cost under $500 per deliverable at the smaller tiers. In Influencer Marketing Hub’s benchmark survey, roughly 80% of UGC creator rates, 55% of nano creator rates and 45.5% of micro creator rates fell below $500, while mid-tier creators clustered in the $2,000 to $10,000 range. Rate alone is not the full cost. Usage rights, revisions, exclusivity and paid amplification are priced separately, and rising creator costs are now the single biggest challenge marketers report.
Do influencers have to disclose paid partnerships?
Yes, any material connection between a brand and a creator must be disclosed clearly, under the FTC’s Endorsement Guides. A material connection includes cash, free product, a free trip, an affiliate commission or an employment relationship. The disclosure has to be obvious to an ordinary reader without tapping “more,” and responsibility can fall on the brand as well as the creator, so disclosure requirements belong in the contract rather than in a reminder email.
How many followers does an influencer need?
An account becomes a nano influencer at roughly 1,000 to 10,000 followers, which is the point where brands start treating it as a partnership rather than a mention. Micro creators sit above that, mid-tier and macro above them and celebrity at the top. Follower count is the weakest signal in the set. Fake or bot followers account for 56.5% of all reported influencer quality issues, so audience authenticity matters more than the number on the profile.
Is influencer marketing worth it for a small business?
Yes, and the economics favor smaller brands more than they used to. Budgets are moving toward nano, micro and UGC creators, where 52.83% of marketers plan to increase or start working with micro creators and most rates sit under $500. A small business can run several creator tests for the price of one macro post. Where it stops being worth it is without tracking. Give each creator a unique code or link and send the traffic to a page you control.
What’s the difference between an influencer and a brand ambassador?
An influencer is contracted per campaign while an ambassador is contracted for a period, usually with exclusivity in your category. The practical difference is compounding. A one-off post has to reintroduce your product to an audience that has never heard of it, and an ambassador’s fifth post lands with people who already recognize it. Ambassadors cost more per month and less per exposure.
Do I need a website to run influencer marketing?
Yes, if you want the campaign to be measurable. A creator post drives attention, but a social profile cannot show you which visitors converted or capture anyone who was not ready to buy that day. Wix boosts brand visibility with a business website builder that includes SEO and email marketing tools.
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