While large brands have jumped on the boat and typically reserve a budget for influencer marketing, smaller businesses can benefit significantly from it as well — if they play it right. "Influencers put word-of-mouth on steroids," Gagliese told Business Insider. "When an influencer talks about a brand — especially startup brands that don't already have a lot of recognition — it's just like a third-party validation that something is good.
And influencer marketing is especially important for business owners who are hoping to reach a younger audience, Gagliese said. When selecting influencers to partner with, it's important to recognize where their audience is. Many influencers don't have all of their audience in one specific area, Gagliese explained. "Let's say you're Tom's Bake Shop in New York and you want to get into influencer marketing," Gagliese said.
"With the bigger brands, it's like yes: I drink Bud Light, I like Bud Light," Gagliese said of his process of working with influencers. "With the smaller brands, we send influencers the product and say, 'Hey, try this, if you like it, we'll move forward.'" Let's say you want to partner with a woman influencer to sell swimsuits. "If, for instance, her following is 98% male, it would not be effective to promote women's swimwear through her platform," Gagliese explained.
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