When you think of influencer marketing, you may initially think of the early days when more followers equaled more value — and you’re not alone. That’s part of the reason why influencer marketing has long held a reputation for being expensive and out of reach, especially if your brand doesn’t have the biggest budget. But between us? Influencer marketing is more affordable and scalable than ever before.
With the right strategy and tools on your side, small and mid-size brands can break the barrier to entry and achieve authentic content and engagement that once felt unattainable. Whether your brand’s priority is to build trust, grow awareness, or leverage cost-effective content production, influencer marketing might be your secret weapon.
Budgets are top of mind for brands, and rightfully so. It may be hard to justify investing a large portion of your media dollars into a single influencer activation. And while some influencers do charge five or six-figure fees per post, as the influencer landscape evolves, so do your options.
The rise of micro- and nano-influencers has opened the door for brands of all sizes to tap into authentic, effective partnerships without breaking the bank, with 73% of brands preferring to work with micro and mid-tier creators, and 47% reported the most success with micro influencers. In previous campaigns, we’ve found that partnerships with influencers under 20,000 followers resulted in average engagement rates nearly 25x’s higher than those with over 20,000 followers. Why? Smaller-scale influencers can come across as more authentic and trustworthy, fostering a more loyal, engaged, and responsive audience who may attach more value to their recommendations.
High-quality content used to come with a high price tag. Traditional media production requires rentals, models, and post-production — adding up quickly. And don’t forget perhaps the biggest investment — time and logistics.
Now compare that to influencer content. Influencers serve as the creative director, videographer, talent, and editor all in one. And the best part? They’re producing content specifically designed for social, where your audience actually spends their time. They know what resonates with their specific audience, allowing your brand to come across more natively.
Securing usage rights to repurpose influencer content across your broader media mix is another way to leverage your budget efficiently. Exploring social ads, landing pages, organic, and more, in addition to custom retargeting audiences, helps you create an ecosystem of touch points and recall stemming from one piece of content. You’re not just paying for a post, you’re investing in an entire asset library created by trusted creators.
One of the most enticing aspects of influencer marketing is that you can scale your strategy as your needs (and budget) grow. With a structure designed and customized for your brand, it can become a reputable and integral part of your media mix.
We’ve helped small brands see big results through cost-efficient influencer strategies, leading to nearly 25% cost savings. When you prioritize relevance, storytelling, and authenticity, you don’t need a million-dollar budget to make influencer marketing work for your brand. You just need the right strategy and the right partners.
Learn more about how Oodle can support in building a scalable, cost-effective strategy that drives real results without the overhead of traditional media, and let’s talk!
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