How Brands Actually Pick Influencers To Work With (Brand Side Secrets)

Added: 2026-05-24

[00:00:00]If you've ever wondered how brand managers think or how they go about their influencer strategy, let's talk about it while I finish up my makeup.

[00:00:08]So, for background, I work at a pretty big company.

[00:00:12]I don't share where I work, but it's a million-dollar company, so pretty well known, and I run a couple influencer campaigns every single month. I do about like two to three campaigns every single month, and then during peak season, when I have a bigger budget, I will do like double that amount. And then, I also work with three content creators for more like specific videos. So, we work with an influencer marketing agency, and they have a database with like hundreds and thousands of influencers, and I typically work with micro influencers, mid-tier [clears throat] influencers, and during peak season, I will do a couple macro influencers. But, if you watched my latest video, you know I don't really love the mid-tier group, so I'm kind of removing them from my strategy and working with micros and macros only. Anyways, I also create like all our briefs, and then the agency will send out invites to like thousands of influencers, and the ones that are interested will end up applying. And then, after that, the agency will go through and kind of just pick a hundred or so that fit the brand a little bit better. And then, from there I'll pick like about 10 or so. Recently, though, I have been finding influencers on my own through TikTok search and hashtags on Instagram. Um so, this is also just like a really good example about why SEO is so important on social media. It's how brands find you. And then, from there I'll ask the influencer agency to like add that influencer to our database. And then, for content creators, I have three girls that I found on my own like over a year ago, and I work with them every single month. These are the girls I'm definitely a lot more flexible with.

[00:01:56]They get paid the big bucks because I have experience working with them. They create really good content. They understand the brand. And this is just another example of why relationship building is so important. Growing that relationship will help you gain more brand deals, long-term brand deals, and higher-paying brand deals. Girls have probably made like close to $10,000 working for me and my company. I did not plan this video out right because it's so long, but I'm going to have to do a part two on how I actually go about picking the influencers that I want to work with.

[00:02:28]Um but if you guys have any other questions, let me know.