Influencer marketing and ecommerce are starting to reach a singularity of sorts, as creators are now just as likely to sell a product as they are to raise awareness for it. Because of this, brands are constantly seeking innovative ways to stand out and connect with their target audience. 

As social media platforms continue to optimize for online shopping, influencer marketing is becoming an even more powerful strategy for ecommerce success. But that power means influencer marketing is also becoming more complex as it hits every level of the sales funnel. 

It’s a big funnel, too. More than one-third of the world population shops online, with total sales sales are in excess of $6 trillion dollars. Look at it this way, if ecommerce was its own country, it would have the third largest GDP in the world. 

Let’s take a holistic look at influencer marketing through the lens of an ecommerce brand, and help you get your piece of this ever-growing pie.

Top ecommerce influencer marketing channels

When it comes to ecommerce influencer marketing, certain platforms stand out as particularly effective. Let’s explore the pros and cons of the top three channels:

TikTok

TikTok’s biggest strength is how engaging (and addictive) it is. With viral trends and challenges abound, TikTok is an ideal place for brands to gain rapid exposure when leveraged effectively. 

TikTok’s user base is becoming more and more diverse. But it still predominantly consists of Gen Z and younger Millennials. That gives brands a high level of access to a demographic with significant purchasing power and a penchant for discovering new products through social media. A powerful search function further enhances the potential for brands and creators to reach wide audiences quickly. 

However, TikTok’s fast-paced nature presents its own set of challenges. The rapidly evolving trends on the platform can be difficult for brands to keep up with, requiring constant adaptation and creativity. Brands targeting a broader age range might also find TikTok’s younger-skewing audience a limitation, potentially necessitating a multi-platform approach to reach older consumers effectively.

Instagram

Though second on our list, Instagram still stands as the most popular channel for influencer marketing. A visually-rich environment with integrated ecommerce features, Instagram seamlessly blends social interaction with shopping experiences. 

The platform’s versatility shines through its diverse content formats: Photos, Stories, and Reels provide brands and influencers with multiple avenues to showcase products creatively. And with robust shopping features integrated directly into the platform, ecommerce brands can offer an even smoother journey from discovery to purchase. 

One of Instagram’s key strengths lies in its wide range of influencer types and niches, catering to virtually every market segment imaginable. This diversity enables brands to find perfect matches for their products, regardless of how specialized they may be. 

However, Instagram’s popularity also brings challenges. The platform’s market is highly saturated, with intense competition for user attention, making it increasingly difficult for brands to stand out or find creators who perfectly align with their brand. 

Additionally, frequent algorithm changes can significantly impact organic reach, requiring constant adaptation of marketing strategies. For brands looking to partner with established influencers, Instagram often comes with higher costs compared to newer or niche platforms, reflecting the potential for extensive reach but also necessitating careful budget considerations.

YouTube

YouTube is the world’s largest video-sharing platform, and has been around since before terms like “social media and “influencer marketing” were coined. It offers unique advantages for ecommerce influencer marketing, particularly for brands seeking to provide comprehensive product information. 

With an emphasis on long-form content, YouTube serves as an ideal channel for in-depth product reviews and demonstrations, allowing influencers to showcase items in great detail and address potential customer questions thoroughly.

One of YouTube’s key strengths lies in its high search visibility for product-related queries, making it an excellent platform for capturing consumers actively researching purchases. The platform’s ability to host evergreen content means that well-crafted product videos can continue to drive traffic and generate interest long after their initial publication. 

However, leveraging YouTube effectively comes with its own set of issues. Creating high-quality video content often requires more time and resources than what Instagram or TikTok requires, leading to longer lead times for content creation and publication compared to more instantaneous platforms. 

Additionally, while YouTube excels at providing detailed information, it may be less effective for driving impulse purchases, as viewers are often in a research mindset rather than a buying mode when consuming content on the platform.

Ecommerce trends brands should watch out for

To stay ahead in the ecommerce influencer marketing game, brands need to be aware of emerging trends and adapt quickly. What worked yesterday might not cut it tomorrow—and things can change so quickly these can be literal “yesterdays” and “tomorrows.” 

Here are some key areas to watch:

Social commerce integration

Platforms are increasingly incorporating native shopping features, allowing users to purchase products directly within the app. This seamless integration of shopping experiences into social media platforms is revolutionizing the way consumers discover and buy products. Brands that leverage these in-app purchasing capabilities can significantly reduce friction in the buying process, leading to higher conversion rates and improved customer experiences.

Live shopping

Real-time, interactive shopping experiences led by influencers are gaining traction, particularly in markets like China and increasingly in the West. These live events combine entertainment, product demonstrations, and instant purchasing capabilities—creating a highly engaging and immersive shopping experience. Brands can use live shopping to build stronger connections with their audience, answer questions in real-time, and drive immediate sales.

Micro and nano influencers

Brands are recognizing the value of partnering with smaller, niche influencers who often have higher engagement rates and more loyal followers. These influencers typically have audiences ranging from 1,000 to 100,000 followers and are perceived as more relatable and trustworthy by their communities. 

Collaborating with micro and nano influencers can lead to more authentic product recommendations and higher conversion rates, often at a lower cost compared to macro-influencers. No wonder why more than half (53.8%) of brands surveyed said they were favoring nano-influencers and their niche audiences over a much larger reach.

Video-first content

Short-form video content is dominating social media, with platforms like TikTok and Instagram Reels leading the charge. Even YouTube got into the action when they debuted Shorts in 2020. 

This trend reflects changing consumer preferences for quick, engaging, and easily digestible content (read: everybody doing what made TikTok so successful so quickly). Regardless of length, though, brands that adapt their marketing strategies to prioritize video content can capture audience attention more effectively and showcase their products in dynamic, creative ways.

Authenticity and transparency

Consumers have shown a preference for more genuine and transparent partnerships between brands and influencers. This only makes sense: creators become influencers because of the trust they build with their audience. Break that trust, and it costs both of you. 

This trend—if federal guidelines can be called a “trend”—emphasizes the importance of disclosing sponsored content clearly and ensuring that influencer partnerships align with both the brand’s and the influencer’s values. Authentic collaborations build trust with audiences and lead to more meaningful engagement and long-term brand loyalty. 

Sustainability and ethical consumption

Influencers who promote eco-friendly and socially responsible products are gaining more traction with conscious consumers. This trend reflects a growing awareness of environmental and social issues among shoppers, particularly younger demographics. Brands that prioritize sustainability in their products and marketing efforts can tap into this trend to connect with environmentally conscious consumers and differentiate themselves in the market.

Essential influencer marketing tips for ecommerce brands

Define clear goals and KPIs.

Before launching any influencer campaign, you need to establish specific, measurable objectives. Whether it’s increasing brand awareness, driving sales, or boosting engagement, having clear goals—and knowing how to measure them—will guide your strategy. 

Start by identifying your primary business objectives and then translate these into specific, quantifiable metrics. For example, if your goal is to increase sales, you might set KPIs around conversion rates, average order value, or total revenue generated from influencer-driven traffic. Regularly review and adjust these goals as your campaign progresses to ensure they remain relevant and achievable.

Worksheet: SMART goals for successful influencer marketing campaigns

Leverage different compensation strategies.

Integrating paid collabs with something like affiliate marketing can be a powerful strategy for ecommerce brands, effectively killing two birds with one stone. By providing influencers with unique affiliate links or discount codes, you not only incentivize them to promote your products more enthusiastically but also gain valuable insights into the direct impact of their efforts on your sales. 

This approach allows you to track conversions accurately, measure ROI, and reward influencers based on their performance. Moreover, it encourages influencers to create more compelling content, as their earnings are directly tied to the success of their promotions. 

Keep in mind that not all creators will be open to an affiliate partnership. If that’s the case, and you don’t have the budget to offer them a paid collab, ask if they would be interested in a no-strings-attached gift. This leaves a great impression for potential future collabs. And who knows? They might love the product and post about you anyway!

Avoid mercenary influencers.

Partnering with influencers who genuinely align with your brand values and aesthetics will have much more impact than a creator who’s looking to build a portfolio and their checking account. Authentic partnerships result in more credible recommendations and higher engagement from their audience. 

Take the time to research potential influencers thoroughly, looking beyond just follower counts to examine the quality of their content, their audience demographics, and their previous brand collaborations. 

Consider starting with smaller, niche influencers who have highly engaged followers in your target market. These micro-influencers often have stronger connections with their audience, leading to more authentic endorsements and potentially higher conversion rates.

Leverage user-generated content.

Encourage influencers to create content that their followers can easily replicate, fostering a sense of community and increasing user-generated content around your brand. This approach not only extends the reach of your campaign but also provides social proof and builds trust with potential customers. 

Consider creating branded hashtags or TikTok challenges that influencers can promote, encouraging their followers to participate and share their own content featuring your products. Showcase the best user-generated content on your own social media channels and website to further amplify its impact and reward customer engagement.

Optimize for mobile.

Ensure that all influencer content and linked landing pages are mobile-friendly, as a significant portion of social media browsing and online shopping occurs on mobile devices. This means optimizing images and videos for quick loading on mobile networks, using responsive design for landing pages, and simplifying the checkout process for mobile users. 

Consider implementing mobile-specific features like one-click purchasing or integration with mobile payment systems to reduce friction in the buying process. Regularly test the mobile user experience of your influencer campaigns to identify and address any pain points that could be hindering conversions.

Implement multi-channel campaigns

While focusing on one or two primary platforms is important, consider how influencer content can be repurposed across multiple channels for maximum impact. This approach allows you to reach a wider audience and reinforce your message across different touchpoints. 

For example, a long-form YouTube review could be edited into shorter clips for Instagram Reels or TikTok, with key points shared as text posts on Twitter or LinkedIn. 

Develop a content distribution strategy that takes into account the strengths of each platform and the preferences of your target audience on those channels. This multi-channel approach can also help you identify which platforms are most effective for your brand, allowing you to refine your strategy over time.

How to find ecommerce influencers the old-fashioned way

Finding the right influencers for your ecommerce brand requires a strategic approach. Of course, there are software solutions designed to help you in this task. However, most brands will want to start with a manual approach before upgrading to something more advanced. 

Leverage Instagram’s ‘Suggested for You’ feature.

Explore accounts similar to those already aligned with your brand to discover potential new influencers. Instagram’s algorithm is designed to show you content and accounts similar to those you already engage with. 

Start by following and interacting with influencers you’re already aware of in your niche. Then, regularly check the ‘Suggested for You’ section to find new, relevant accounts. This method can help you uncover up-and-coming influencers who might not yet be on your radar but could be perfect for your brand.

Utilize YouTube’s search and suggestion features.

Search for product reviews and unboxing videos in your niche to find relevant YouTubers. YouTube’s search function is powerful for discovering content creators who are already talking about products similar to yours. 

Pay attention to the suggested videos that appear alongside search results and in the ‘Up Next’ section, as these can lead you to other relevant influencers. Don’t forget to check the comments section of popular videos in your niche, as you might find smaller influencers engaging with their audience there.

Explore TikTok’s ‘For You’ page.

Engage with content related to your industry to train the algorithm to show you relevant creators. TikTok’s ‘For You’ page is highly personalized and can be a goldmine for discovering influencers in your niche. 

Spend time liking, commenting, and sharing videos related to your products or industry. The more you interact, the better TikTok becomes at showing you relevant content and creators. Also, use TikTok’s search function with industry-specific hashtags to find trending content and creators in your space.

Check competitor partnerships.

Analyze which influencers your competitors are working with for inspiration. Also: find out which ones they’ve worked with in the past and avoid the stink of opportunism that a creator who “switches teams” could create. 

Looking for both can provide valuable insights into the type of influencers that resonate with your target audience. However, instead of simply copying their strategy, use this information to identify gaps or opportunities they might have missed. 

Attend industry events and trade shows.

Network with potential influencers in person at relevant events in your niche. Industry events and trade shows are excellent opportunities to meet influencers face-to-face and build genuine relationships. Many influencers attend these events to stay up-to-date with industry trends and network with brands. 

Prepare a pitch about your brand and be ready to exchange contact information. Follow up after the event to nurture these connections. In-person meetings can lead to more authentic partnerships and give you a better sense of whether an influencer truly aligns with your brand values.

Use hashtag research.

Identify popular hashtags in your industry and explore the top content creators using them. Start with broad, industry-specific hashtags and then narrow down to more niche, product-specific ones. Tools like Hashtagify or RiteTag can help you find related hashtags and track their popularity. 

Once you’ve identified relevant hashtags, explore the top posts using these tags to find influencers creating high-engaging content. Pay attention to micro-influencers who might have smaller followings but high engagement rates, as they often offer better value and more authentic connections with their audience.

Ecommerce influencer marketing tools to consider

Ecommerce influencer marketing tools are out there for you regardless of what stage your creator program is in. Let’s talk about a few options. 

Beginners should start small

For brands just starting out with influencer marketing, simple and cost-effective tools can be incredibly effective. Many businesses begin by leveraging spreadsheet software like Google Sheets or Microsoft Excel to organize their influencer campaigns. 

These tools are bare bones but versatile. Plus, you’re probably already using them for other reasons. For influencer marketing, they’ll help you keep track of key information like contact details, engagement rates, performance data, and so forth. 

You can also use spreadsheets to track campaign details, set goals, and monitor basic metrics such as reach, engagement, and conversions. As your program grows, you can expand these spreadsheets to include more complex data analysis and visualization features. 

Alongside spreadsheets, it’s wise to take advantage of the native tools provided by social media platforms. 

For instance, Instagram’s Creator Studio offers a range of features for managing influencer collaborations, including content scheduling, performance tracking, and direct messaging with creators. 

Similarly, platforms like TikTok and YouTube provide their own suite of tools for content creators and brands to manage partnerships and analyze campaign performance. 

These native tools are often free to use and provide valuable insights specific to each platform, making them an excellent starting point for brands new to influencer marketing.

When it’s time to scale

As your influencer marketing program grows, it’s crucial to invest in more sophisticated tools. When selecting these advanced solutions, prioritize platforms that offer comprehensive creator discovery and recruitment capabilities. Look for tools with advanced search filters that allow you to find influencers who align perfectly with your brand values and target audience. 

These platforms should also include features for streamlined outreach and communication, making it easier to initiate and manage conversations with potential partners. Equally important is robust relationship management software, akin to a CRM system, which enables you to track all interactions with influencers, manage contracts and agreements, and maintain a clear overview of your partnerships.

With more sophisticated campaigns also comes the need for powerful measurement and analytics tools. Look for something that can track performance across multiple platforms, calculate ROI, and provide detailed information on every single post. 

This is critical for multiple reasons:

To enhance efficiency, seek out platforms with built-in collaboration workflows, including content approval processes and calendar management features to keep your campaigns on track. Some advanced tools also offer additional support services, such as access to influencer marketing experts who can help you run some (or all) of your program. 

When evaluating these tools, remember that the ultimate goal is to streamline your workflow, so you and your team can focus on what truly matters: building strong relationships with your chosen creators. By automating and optimizing many of the time-consuming tasks, you can dedicate more resources to developing creative, impactful campaigns that resonate with your target audience.

Examples of brands killing it with ecommerce influencers

Ready for a little real-world inspo? Let’s take a look at some brands who are already way ahead of the game when it comes to working with ecommerce influencers. 

Fashion Nova

Fashion Nova has become a big name in fast fashion, and a lot of that success comes from how they work with social media influencers. Their influencer strategy goes beyond just working with big names. They also partner with many micro-influencers, helping them reach niche audiences more authentically. 

They’re also smart about user-generated content. Fashion Nova encourages customers to share photos of themselves in their outfits, often reposting this content. This turns happy customers into brand advocates.

One of Fashion Nova’s strengths is how quickly they respond to trends. They’re known for rapidly producing clothing inspired by celebrity outfits, then immediately promoting these pieces through their influencer network. 

Diversity is another key part of their strategy. By working with influencers of various body types, ethnicities, and styles, Fashion Nova has built a reputation for inclusivity.

These strategies have helped Fashion Nova stand out in the competitive fast fashion market, turning social media buzz into real sales success. This has allowed them to grow their influencer program really quickly. And it’s paying off big time, to the tune of over $1 billion a year. 

This is a prime example of how powerful it can be when brands team up with the right influencers—especially in the fashion world, where trends can change in a snap, this kind of marketing can really boost sales.

Uber

Uber had no presence on TikTok which, post-2020, was becoming a problem. With the rapid growth of the platform, there was pressure to produce compelling videos that could capture the attention of users while effectively conveying the brand’s message. Aiming to change that dynamic and showcase its brand in a fun, authentic way, Uber hired Phil Rosario for the position of Global Social Media Lead.

To address these challenges, Rosario focused on building a vibrant community by collaborating with a variety of creators and influencers who could produce content tailored to their unique audiences. He encouraged authentic storytelling and creative expression, which helped to showcase the diverse experiences of Uber users.

This approach resulted in substantial growth, as Uber successfully increased its TikTok following to over 750,000 followers, generating more than 35 million organic video views and 3.7 million likes in less than a year. This success not only reinforced Uber’s presence in the social media landscape but keeps its name top-of-mind with an audience ripe for being either too young or too tipsy to drive.

Red Bull

Red Bull gives you wings—and cool marketing ideas, especially when it comes to working with influencers.

They’ve got a bunch of partnerships with athletes and influencers who embody the Red Bull lifestyle. They’re famous for creating and sponsoring extreme sports events, which naturally attract influencers and generate buzz. They even have their own media house producing high-quality content featuring their influencers and athletes.

Red Bull is known for forming long-lasting relationships with influencers, often supporting their careers over many years. They don’t just stick to mainstream sports either—they target niche extreme sports and emerging athletic trends too. To keep things fresh, Red Bull runs user-generated content campaigns, encouraging fans to share their own adventurous content. 

This multi-faceted approach helps Red Bull maintain its edgy, adventurous brand image while reaching a wide and diverse audience. Oh, and they’re crushing it in the energy drink world, with sales topping a whopping $11 billion a year. 

Key takeaway: Influencer marketing is now an essential strategy in the ecommerce space. 

The intersection of ecommerce and influencer marketing presents an opportunity for brands to expand their reach and engage with consumers in more meaningful, long-term ways—beyond that initial sale. As the $6 trillion global ecommerce market continues to grow, influencers offer a powerful avenue to connect with target audiences on platforms like TikTok, Instagram, and YouTube. 

These platforms provide unique benefits: TikTok’s capacity for viral content, Instagram’s visual and shopping features, and YouTube’s long-form, detailed reviews. Quick adaptation to emerging trends such as social commerce, live shopping events, and partnerships with micro- and nano-influencers is essential for maintaining consumer trust and engagement.

Frequently Asked Questions

This article originally appeared on Grin.co and is available here for further discovery.