The Small Brand Playbook for Influencer Collaborations: Dos and Don’ts

The Dos and Don’ts of Influencer Collaborations for Small Brands

Let’s face it: influencer marketing can feel like stepping into a very curated, filtered, and hashtag-packed world of its own. As a small brand, you might be thinking, “Should I even be here?” The short answer: yes, you absolutely should. But let’s not get it twisted—partnering with influencers isn’t just about sending free stuff and watching sales roll in (we wish!).

If you’ve ever scrolled through Instagram or TikTok and thought, “Wow, that brand is everywhere,” that’s influencer marketing at work. It’s not magic; it’s strategy. The good news? You don’t need a million-dollar budget to make it work. In fact, small brands can thrive with the right approach—and that’s exactly what we’re here to talk about. The real question would be: Do you know what influencer strategy would work for you?

Why Influencer Marketing Matters for Small Brands

Influencer marketing is not just for the mega brands with deep pockets. Small businesses can benefit just as much, if not more, from partnering with influencers. Why? Because influencers—especially micro-influencers (those with smaller, more engaged followings)—can help you reach a niche audience that truly cares about what you’re offering. And the best part? It doesn’t always cost an arm and a leg.

The power of influencers lies in their ability to build trust with their followers. People don’t just follow influencers because of the products they promote; they follow them because they see them as relatable, authentic, and reliable sources of information. And that’s why a well-planned influencer campaign can drive engagement, increase brand awareness, and even boost sales.

If you need proof, just look at Sperry, the boat shoe company. They partnered with 100 micro-influencers who were already customers, and the result? A 66% increase in website traffic and over 4.7 million impressions. All because they tapped into a community of people who genuinely loved their products. And for a small or niched brand, that’s the kind of engagement dreams are made of.

The Dos of Influencer Collaborations

So, how can you get in on this influencer action? Let’s start with what you should do to make the most out of your partnerships.

1. Do Your Research

Before jumping into an agreement with an influencer, make sure you do your homework. Look for influencers whose content and audience align with your brand’s values and goals. If you’re selling eco-friendly products, you want an influencer who cares about sustainability—not just someone who’ll promote fast fashion the week before your brand.

2. Do Focus on Micro and Nano Influencers

Smaller influencers can often deliver better results than larger ones. Why? Because they have higher engagement rates, and their followers tend to trust their recommendations more. Plus, micro-influencers are usually more affordable—perfect for brands working with smaller budgets. Think about how Audible partnered with micro-influencers to expand beyond YouTube, connecting with niche audiences who were more likely to convert. I am sure at some point between watching a video, listening to a podcast, or even reading a blog you have heard an Audible pitch. The consistency of small community marketing has lead to a higher lead rate for the brand, and an agreement that doesn't break the budget.

3. Do Set Clear Expectations and Goals

From the start, be clear about what you expect from the collaboration. Are you looking for product reviews? Social media posts? A YouTube video? Be specific. Set measurable goals—like how many sales you hope to generate or the type of engagement you want. And don’t forget to include deadlines.

4. Do Use Affiliate Website Plugins

Speaking of clear goals, consider using affiliate plugins like ReferralCandy or ShareASale to track sales generated by the influencer. These plugins allow you to offer influencers a commission on every sale they bring in, which is a win-win for both parties and keeps the KPIs easily accessible for both teams.

5. Do Build Long-Term Relationships

Successful influencer marketing isn’t about one-off collaborations; it’s about building long-term relationships. The more consistent your partnerships, the more authentic they’ll seem to followers. People can tell the difference between a genuine partnership and a one-time ad, and believe me, they prefer the former.

The Don’ts of Influencer Collaborations

Now that you know what to do, let’s talk about what not to do. There are some common mistakes that can trip up even the savviest brands, so keep these in mind.

1. Don’t Choose Influencers Based Solely on Follower Count

Bigger isn’t always better. Just because someone has a million followers doesn’t mean they’re the right fit for your brand. Engagement is what matters. It’s better to partner with an influencer who has 10,000 highly engaged followers than someone with 100,000 followers who barely interact with their content.

2. Don’t Be Vague About Compensation

Nothing derails a partnership faster than a misunderstanding about money. Be upfront about compensation, whether it’s a flat fee, free products, or a commission-based system. And don’t forget to factor in extra costs, like usage rights if you plan to repurpose their content.

3. Don’t Expect Immediate Results

Influencer marketing can take time. You might not see an immediate spike in sales, and that’s okay. Building brand awareness and trust takes time. Be patient and focus on the long-term benefits, like growing your community and creating lasting relationships.

4. Don’t Ignore Influencer Authenticity

Be cautious of influencers who promote anything and everything. Their audience can smell inauthenticity from a mile away, and if they’re not genuinely interested in your product, their followers won’t be either. Choose influencers who are selective about what they promote and align with your brand values.

5. Don’t Forget Legal Aspects

Influencer marketing comes with legal obligations. Always make sure that the influencer discloses their partnership with you, following FTC guidelines. And don’t skip the contract! Outline the terms clearly so that both parties are protected.

Maximizing Results on a Small Budget

If you’re a small brand, every dollar counts. But influencer marketing doesn’t have to break the bank. Here are some ways to stretch your budget and still see great results.

1. Leverage Product Gifting

Offering your product in exchange for a review or shoutout can be a cost-effective way to collaborate with influencers. This works especially well with micro-influencers, who are often open to product gifting instead of monetary compensation.

2. Utilize Affiliate Marketing

Affiliate programs are an excellent way to incentivize influencers while keeping costs low. By giving influencers a unique link or discount code, you can track their sales and offer them a commission for each sale they bring in. Platforms like Shopify and WooCommerce make integrating affiliate marketing into your eCommerce site a breeze.

3. Get Creative with Content

You don’t always have to pay for a post. Think outside the box—host a giveaway with the influencer, create a joint content series, or even collaborate on product design. By involving influencers in more creative ways, you can deepen the partnership and engage their audience on a deeper level.

4. Repurpose Influencer Content

Once you’ve partnered with an influencer, don’t let their content go to waste! Repurpose their posts for your brand’s social media, email marketing, or even on your website. This is an excellent way to get more mileage out of the collaboration and further amplify their message. **Please make sure you expressly have rights in your partnership contract to continue using any media from the campaign and how long that timeframe lasts. This can go down a slippery slope and lost the trust of your partners without expressed consent.**

TLDR; Making Influencer Collaborations Work for Your Brand

Influencer marketing is an incredibly powerful tool, but it’s not about throwing free products at anyone with a following. It’s about strategic partnerships, clear goals, and fostering genuine relationships. If done right, even small brands with tight budgets can reap the rewards.

So, if you’re ready to dive into the world of influencer marketing, let our team help. We’ll work with you to develop a strategy that makes the most out of your budget while maximizing results. Let’s get started on building those influencer relationships!