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Sending free product to someone with 100K followers isn't a strategy — it's a hope. Here's how to build influencer programs that drive measurable sales, not just impressions.
The most common approach: find a creator with a decent following, send them product, hope they post, hope the post drives sales. The problem is every step of that chain is untested.
A creator with 15,000 followers who has built genuine expertise in your category will almost always outperform a creator with 500,000 followers who posts sponsored content every other day. Audience trust is the lever that converts views into purchases.
One-off gifting generates one-off results. Programs compound. Start with 10–15 creators at a micro level, find the 2–3 who genuinely love the product, and invest in those relationships over 6–12 months.
A great creative brief doesn't restrict the creator — it gives them what they need to make content that works for both their audience and your brand. It should not include a script.
UTM links and unique discount codes are the minimum. Beyond that: track view-to-click rate, click-to-purchase rate, and cost per acquisition relative to your other channels.