Test Large Influencers First

A framework for testing influencer marketing effectiveness, focusing on starting with larger accounts to get meaningful data before expanding to smaller influencers.

Initial Influencer Testing Strategy

• Start with influencers who have significant reach (4M+ followers)
• Avoid testing with micro-influencers initially due to insufficient data
• Treat influencer testing like statistical sampling - more data leads to better conclusions
• First major influencer partnership was with Jose Zaviga (Teaching Men's Fashion)

Current Influencer Evaluation Criteria

• Primary focus on authenticity over follower count
• Key requirements:
  • Must genuinely test and use the product
  • Should be a genuine fan of the product
  • Cannot just be pushing products constantly
• Red flags:
  • Accounts that only push products
  • Lack of authentic engagement with products they promote

Platform-Specific Approach

• YouTube

  • Mix of pre-roll ads and influencer content
  • Focus on educational content and product demonstrations
  • Dedicated team of 5 people managing influencer relationships

• Instagram

  • Photo-based content strategy
  • Female influencers often pair with partners for content
  • Focus on lifestyle and relationship angles

Organizational Structure

• Dedicated influencer department with 5 team members
• Specialized roles for different marketing channels
• Team evaluates each potential influencer partner individually
• Allows influencers creative freedom to present the product in their authentic voice