Influencer Marketing Strategies: How Brands Build Awareness, Trust and ROI

Social media feeds are full of energetic influencers talking about products and showing them in action. Take Miranda Goes Outside, a hiking influencer who films herself testing gear as she treks through the mountains.¹ Her action-packed videos often earn hundreds of thousands of views from outdoors enthusiasts.

By sharing authentic experiences like hiking and travel, influencers build trust and connection with their followers. As a result, their recommendations may feel more trustworthy than traditional ads. When Miranda recommends a backpack or water bottle, followers know that she’s actually tested it.

Adding influencer marketing to your campaigns can help you reach new audiences and strengthen your reputation. It can also increase your return on investment (ROI). According to a 2026 Hubfluence report, brands earn an average of $5.78 for every $1 spent on influencer marketing.²

This guide explains how to execute influencer campaigns and which metrics to track. It also covers how these skills can translate to career growth in the marketing industry.

The Role of Influencer Marketing in a Social Media Marketing Strategy

Influencer marketing is a paid partnership between a brand and a social media user with a large or niche following. The influencer posts about the brand’s products or services, raising awareness with their followers.³

Businesses often use influencer marketing as one spoke on their digital marketing wheel. It helps brands reach new audiences who might not encounter them through owned channels, such as email and company websites.

Influencer marketing campaigns also complement social media marketing by making brands seem more authentic and relatable. A 2025 literature review found that these traits have a strong effect on purchase intention.⁴

Brands often pair influencer campaigns with affiliate marketing to drive sales. Affiliate marketing works by giving influencers unique tracking links or discount codes and paying them a commission for every sale they make.⁵ This allows businesses to create new revenue streams and track sales closely.

How to Build Brand Awareness With Influencer Marketing

Adding influencer collaborations to your social media marketing strategy involves more than sending free samples to popular creators. You need the right collaborators and thoughtful campaign planning.

Identify the Right Collaborators 

Start by researching influencers in your niche. Look for collaborators who fit your brand personality and speak to the type of audience you want to attract. A cosmetics company might partner with Gen Z beauty creators, while an e-commerce business could collaborate with lifestyle influencers.

Don’t get too hung up on follower counts. People often assume that only famous social media users become influencers, but that’s not true. Many brands collaborate with micro-influencers with 10,000 to 50,000 followers or nano-influencers with fewer than 10,000.³

These smaller creators often build loyal followings by posting relatable content in specific niches.³ For example, Tachi the Black Cat shares the namesake feline’s everyday adventures and highlights trendy pet products.⁶

No matter the size of their audience, make sure the influencer matches your brand values. If your company prioritizes sustainability, someone who promotes overconsumption probably isn’t the best fit.

Develop Effective Influencer Campaigns 

Influencer outreach is all about building relationships. Reach out to each influencer with a personal message explaining why you want to work with them.

A clothing boutique might write, “Hey Samantha! We really love your style and the way that you show off inclusive outfits. Would you be open to partnering with us to showcase our fall line? We have lots of designs that we think your followers will love.”

Be specific to show that you’ve actually watched their content and understand their audience.

If the influencer is interested in a collaboration, ask their rates. According to the Hubfluence report, nano-influencers usually charge $50 to $500 per post. For mid-sized influencers with 100,000 to 500,000 followers, each post typically costs $25,000 to $100,000.²

Prices can also vary depending on the number of posts per campaign, the platform and whether the brand owns the right to reuse the content.

Once you’ve negotiated a deal, resist the urge to micromanage the influencer’s content. They know their audience best, so let them take the lead as long as their posts fit your brand voice.

Study Successful Influencer Collaborations 

Researching case studies is one of the most effective ways to learn about influencer marketing strategies.

In the pet industry, Benebone frequently collaborates with micro- and nano-influencers. For instance, TikTok creator Steph Simons partnered with the company to promote its dog toys. Despite her relatively small following, over 3,500 people shared the video and 2,600 saved it, demonstrating the power of micro-influencing.⁷

On a larger scale, Dunkin’ Donuts partnered with teen influencer Charli D’Amelio by creating a customizable drink called “The Charli.” The campaign included a special Instagram filter and an original dance song. It increased the company’s visibility during the pandemic, leading to a 57% increase in app downloads.⁸

Measuring Success: How Engagement Rate Affects Influencer Marketing

The influencer engagement rate is the amount of interaction an influencer’s social content earns. It includes likes, comments, views, shares, mentions and other types of active participation. This metric helps you determine how many people your campaign reaches and whether the content genuinely resonates with them.⁹

While macro-influencers have broader reach, micro-influencers typically have higher engagement.⁴ Followers may also perceive them as more authentic. As a result, you may earn a higher ROI from partnerships with smaller creators than with social media superstars.

Of course, likes and comments aren’t the only measures of success. Metrics like conversion rate and the number of mentions can help you track how your collaborations influence sales and long-term brand awareness.

Accelerate Your Marketing Career With William & Mary Mason

As more companies embrace digital marketing, influencer collaborations can help you connect with customers in more authentic ways. By mastering influencer marketing strategies and tracking the right metrics, you can build brand awareness and improve ROI.

Gain the skills you need to become a marketing leader in William & Mary’s Online Master’s in Marketing. You’ll learn how to develop creative, high-value campaigns with the latest marketing methods.

The rigorous curriculum covers advanced business topics, such as Digital Content Management, Integrated Campaign Management and Analytics for Planning and Optimization. As you build strategic expertise, you’ll also strengthen your leadership skills through hands-on projects and a residency.

Explore the admissions requirements or request more information about the flexible online program. You can also schedule an appointment with an admissions outreach advisor to begin the application process.