Many small businesses assume influencer marketing is too costly. That’s a myth.
“People think influencer deals always involve big money,” says Steven Vigilante, strategic partnerships director at Olipop. “But our strongest collaborations started with a free sample and a simple conversation.”
Olipop, now a $1.85 billion brand, once operated like any other startup. From the beginning, influencer marketing played a key role, proving more effective than disruptive ads. “I want to be part of content people choose to watch, not interrupt it,” Vigilante explains.
1. Spread your budget across multiple influencers
A common misstep? Betting everything on one major influencer.
“The smart move is to test multiple voices,” Vigilante advises. Olipop initially partnered with 10 smaller influencers instead of one celebrity. They requested engagement stats before investing, ensuring authenticity.
💡 For small businesses:
- Request data, especially Instagram story insights.
- Ask real people (bartenders, cashiers) who they follow.
- Keep what works, drop what doesn’t.
2. Gifting: The budget-friendly marketing hack
With no funds for pricey influencer deals, Olipop focused on gifting—sending free products and tracking organic responses.
💡 For small brands:
- Offer free products in exchange for posts.
- Gauge audience interest through engagement screenshots.
- Build relationships with influencers who truly love your brand.
3. Use tech to scale without a massive team
To manage influencer collaborations efficiently, Olipop relies on:
✅ Kale – Turns customers into brand advocates.
✅ Hummingbirds – Connects with micro-influencers.
✅ 98Strong – Links brands with college athletes.
✅ Tribe Group – Tracks influencer performance.
Small businesses can leverage these strategies too!
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