How do I build an influencer program for a small brand?
Short answer: Start with 5-10 micro-influencers (1K-50K followers) in your category, gifted product + affiliate code, track per-creator revenue.
Full answer
Small brand influencer programs work — most just run them badly.
The system: 1. Pick 5-10 micro-influencers (1K-50K followers, high engagement rate) in your exact niche. 2. Gift product. No paid placements yet. 3. Provide unique affiliate code per creator (10-15% commission) so revenue is attributable. 4. Track per-creator revenue weekly. Double down on top 20%, drop bottom 60%. 5. Scale to 25-50 active creators over 12 months.
Pitfalls: - Mega-influencers (1M+) at this stage destroy unit economics. - Without tracking codes, you can't tell who's working. - Without exclusivity / consistency, the creator never builds momentum with your brand.
Conservative install: 8-15% of revenue from affiliates within 12 months on a well-run program.