The first publication, which you are currently reading, serves as an introduction to the topic and presents a case study we carried out for one of our clients. The second publication will focus on influencer marketing from the perspective of the enduring values we still need and seek in the online world—authenticity, identity, and a sense of mission. The third publication will be dedicated to communication—I’ll talk about how important it is for an influencer to be aligned with the brand’s communication strategy and, most importantly, with the brand’s archetype. I’m eager to take on the challenge of engaging in thoughtful debates with those who think differently. My competitive spirit absolutely craves it!

Let’s Get to the Point

When it comes to building brand, product, or service awareness, as well as driving sales, Influencer Marketing is one of the most effective tools online. The unlimited possibilities of content creation, supported by a significant voice from the internet—or, if you prefer, the creator’s authority—often serve as a marketing springboard to success.

Sounds simple, right?

But these are the facts. However, for many entrepreneurs, investing in influencers remains an exotic adventure. On a daily basis, we see many misguided collaborations with influencers, which reinforces our belief that there are still many companies on the market that don’t know how to approach this. The lack of alignment with the creator results in poor execution of goals, and worse yet, disappointment with this model of operation.

Meanwhile, while some people still have doubts and wonder whether it’s worth investing their marketing budget in this way, another creator is already generating revenue for a brand—sometimes quite substantial revenue. Influencers can be loved or hated, divided into good and bad, those with a mission and those driven by a desire to profit at any cost.

We can cite many factors that create divisions, but one common denominator always remains for their presence online. That element is the influence creators have on their audience and how they can shape or even create it. I mentioned earlier that creators generate revenue for a brand.

Of course, that’s true, and I have undeniable proof of it! To back up my claims, here’s our recent collaboration that we, at Yetiz, coordinated. Due to trade secrets, I can’t reveal the brand or the creator’s name, but I can share plenty of other interesting details.

Creator Details

• 45,000 followers
• Engagement Rate (ER) 3.3%
• Industry: parenting, lifestyle
• Largest audience group: Mazowieckie, Warmińsko-Mazurskie
  
  

Client Brand Profile

• Industry: food
• 20 employees
• Monthly turnover: 2 million PLN
  
  

Actions Taken

• 4 sets of stories, every 5-7 days
• Each publication featured product information, a discount code, and a redirect to the product’s page
  
  

Creator’s Fee

• 2000 PLN
  
  

Results

• Sales: 53 product orders worth 23,734 PLN
• Reach: an average of 10,000 story views and 300 clicks on the brand’s profile link/website visits
  
  

How to Interpret Collaboration Results?

The key takeaway is that with an investment of 2,000 PLN, we achieved a revenue of 23,734 PLN. That’s a very good result. The second aspect is the long-term effects related to brand awareness, website views, and new followers on Instagram.

Looking at this case purely from a statistical perspective, the results are average:

• 10,000 story views
• 300 clicks on the link from the stories

But statistics aren’t always the most important factor. In truth, smaller accounts can generate better reach, but in influencer collaboration, success is defined by the quality of their audience. Undoubtedly, the creator’s personality and authenticity influence this. In this specific case, we worked with a creator who has very dedicated followers. The recommended products were well-received by their community.

There are many more examples.

We also have other interesting collaborations, which I could write about for several more pages, but I’ll mention just one project with a different payment model.

Details

• Collaboration with a producer of accessories for moms and children
• The creator posted stories every 2-3 days featuring the product and shared a 10% discount code
• 143 shopping carts worth 33,000 PLN were generated
• In this case, the creator was compensated based on a percentage of the net value of the shopping carts
  
  

What’s the Takeaway? – A Small Tip in Conclusion

Invest in emerging creators, even very small ones—give them a chance, because the results of their efforts can surpass those of established influencers.

Micro and mid-tier influencers are very credible and stand out. Why credible? Because they’re not yet such major players in the market that they are seen as „billboards.” They stand out because they’re still fighting for their audience, so their feed and content are created thoughtfully, emphasizing their unique selling proposition (USP).

Do you see the benefits of bringing creators into your strategy?

Would you like to implement Influencer Marketing in your business?

Do you have questions, or would you like to talk about influencers?

Write to us!

Why Yetiz?

#awareness

We can identify which online creators are digital authorities and what content brings value to the audience. We also know what the audience is looking for and which creator will authentically and meaningfully deliver knowledge, inspiration, or product or service information.

#skillset

We navigate the web smoothly, closely follow trends, and capture key client-related themes. All our decisions are based on proven tools and analytical actions.