S11 E8: Why You NEED to Work with Influencers

Limited Supply · with Nik Sharma · February 26, 2025 · 30 min

Summary

This episode makes a compelling case for DTC brands to leverage influencer marketing, focusing on authentic content creators found on platforms like TikTok and YouTube. It provides practical advice on identifying suitable influencers, negotiating fair compensation, and integrating them into broader marketing strategies. The episode also highlights the critical role of retention marketing technologies, like Instant.one, in converting abandoned carts and differentiating CPG brands through innovation and strategic tech adoption.

Key takeaways

• Prioritize micro- and nano-influencers on TikTok and YouTube who are natural storytellers for authentic brand integration.
• Negotiate influencer compensation based on follower size, engagement rates, and content scope rather than fixed rates.
• Implement retention marketing platforms like Instant.one to capture abandonment signals and trigger automated re-marketing flows.
• Differentiate your CPG brand through continuous innovation, optimizing distribution channels, and adopting relevant technology.
• Utilize tools that remember opted-in shoppers for longer to improve the effectiveness of email and SMS re-marketing campaigns.

Themes

Topics covered

Episode description

Nik’s advocating for YOU to work with influencers.   It’s no secret that influencer marketing has so many pros, especially in this digital age. There are people who create great content—content that could include your brand and your products. There are influencers with an already existing loyal fanbase, where there’s a good chance they’ll be interested in your brand.  Nik shares how he finds the influencers to work with: he starts with TikTok and YouTube. The key? Find smaller vloggers or someone similar. They’re storytellers, used to speaking to the camera, and are the most natural when it comes to uploading.  Plus, what’s a good price to offer or negotiate? Like most questions, it depends on factors like follower size, engagement, etc. How do you reach an agreement? And, how can CPG brands differentiate themselves from their competitors? Innovation, distribution, and technology are all factors.  Instant turns browsers into buyers by supercharging your retention marketing. Double Your Revenue: Capture 2-3x more abandonment signals to power targeted re-marketing flows. Remembers your opt-ins: Keep opted-in shoppers remembered for longer while keeping Klaviyo updated. Automated Re-Marketing: Instantly notify your email or SMS platform when a subscriber abandons your site, triggering automated flows to bring them back. Learn from Instant at instant.one/limited Don’t forget to check out Nik’s helpful hacks here: nik.co/tiktokads nik.co/everydaydose Want more DTC advice? Check out the Limited Supply YouTube page for more insider tips.   Check out the Nik’s DTC newsletter: https://bit.ly/3mOUJMJ   And if you’re looking for an instant stream of on-demand DTC gold, check out the Limited Supply Slack Channel for Nik’s most unfiltered, uncensored thoughts.   Follow Nik: Twitter: https://www.twitter.com/mrsharma

Related episodes

• How You Can Build an 8-Figure Influencer Marketing Strategy (That Actually Works) — Shopify Masters
• Why Celebrities Are Getting Into Business (And What Most Get Wrong) — Shopify Masters
• Influencer Marketing: Your Guide To Getting Real Results — Shopify Masters
• Sell Out Your First Batch in 30 Minutes by Building an Audience With No Product to Sell — Shopify Masters
• How To Create A Viral Product And Sell Out Over 30,000 Units — Shopify Masters
• The Next $100B “Switch”: Inside COMFRT’s Affiliate Playbook — OPERATORS

Frequently asked about this episode

What does this episode say about influencer & creator?

Prioritize micro- and nano-influencers on TikTok and YouTube who are natural storytellers for authentic brand integration.

What does this episode say about dtc strategy?

Negotiate influencer compensation based on follower size, engagement rates, and content scope rather than fixed rates.

What does this episode say about customer retention?

Implement retention marketing platforms like Instant.one to capture abandonment signals and trigger automated re-marketing flows.

What does this episode say about ai & automation?

Differentiate your CPG brand through continuous innovation, optimizing distribution channels, and adopting relevant technology.

What does this episode say about influencer & creator?

Utilize tools that remember opted-in shoppers for longer to improve the effectiveness of email and SMS re-marketing campaigns.

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