This document provides guidance on developing an influencer marketing strategy in 2021. It outlines the key steps to take, including determining objectives, choosing social media channels, selecting content types, finding influencers, and connecting with them. Examples of successful campaigns are also presented, such as a startup using influencers to help fundraise and a fashion brand driving sales. Emerging trends for 2021 that may impact strategies are noted, such as the continued growth of TikTok, Instagram Reels, focus on diversity, and desire for more authentic influencer content.

1. How to Develop an Influencer
Marketing Strategy in 2021

2. Table of Contents
● What is Heepsy?
● Why do you need an influencer strategy in
2021?
● How to set up your influencer marketing
strategy
○ Determine an objective
○ Decide on channels
○ Choose your content types
○ Find influencers
○ Connect with influencers
● Examples of successful campaigns
● Trends for 2021: What’s coming up...

3. What is Heepsy?
Heepsy is an influencer marketing platform that lets you find and
analyze influencers with over 5K followers on Instagram or over 1K
subscribers on Youtube.

4. Why do you need an influencer
marketing strategy in 2021?
● On average, in 2020 users spent 2 hours per
day on social media.
● People see influencers as tastemakers and
trust their opinions about products.
● Influencers create unique content that draw
on an experience outside of the brand.
● Engagement in influencer marketing keeps
growing, showing that people are interested.
● Millennials and Gen Z don’t pay attention
traditional media anymore.
● Before purchasing items, consumers check
social media for opinions.

5. Influencer marketing market size worldwide from 2016 to 2021 (in $B).
In just two years, the market value has more than doubled.

6. How to Set Up Your Influencer Marketing
Strategy
STEP 1:
SELECT YOUR OBJECTIVE

7. What do you hope to
achieve with your
influencer marketing
campaign?
● Brand awareness
● Increase traffic
● Sales and lead
generation
● Social media followers
and engagement
● Reputation
● Content creation
Cereal brand @specialk teamed up with @brihallofficial on
Instagram.

8. Based on your goal, what key
performance indicators
(KPIs) will you use to track
your progress?
● Impressions
● Engagement
● Web traffic
● Click-through-rate
● Sales earned
● Uses of coupon codes
● New social media
followers

9. STEP 2:
PICK A CHANNEL

10. ● The platform your target
audience uses most.
● The content format you want to
use.
● The price of campaigns on that
channel.
Where are you going to
launch your campaign?
Choose based on:
The above graph shows survey results about marketers’
preference for social media channels. Instagram has been a top
choice for influencer marketing throughout the last few years.

11. The number of TikTok downloads surged in 2020, and the channel is now a
hotbed for influencer marketing, especially when targeting Gen Z.

12. STEP 3:
DECIDE WHAT TYPE OF CAMPAIGN
YOU WANT TO RUN

13. Most successful types of
influencer marketing
campaigns:
● Gifting: Offer the
benefit of surprise
● Giveaways: Encourage
engagement and new
followers
● Takeovers: Strengthen
relationships
● Events: Create buzz
● Affiliates or discount
codes: Build a network
and incentivize sales
A giveaway hosted by @lindsaybrook with various brands.

14. Know what content
formats you can use on
each social network:
● Instagram: post, story, video,
IGTV, Reels, Guides
● Youtube: video, live
● Tik Tok: video, live
● Facebook: post, video, live
● Twitter: post, video
● Blog: post, video
● LinkedIn: post, video
● Twitch: Live video
An Instagram ad from @desiperkins.

15. STEP 4:
FIND INFLUENCERS

16. Three ways to find
influencers:
1. Search on social media
Free but labor-intensive
2. Influencer marketing platform
Subscription-based search and analytics
software
3. Influencer marketing agency
Least work for you but most expensive
Consult your campaign budget and
choose the best option for you.

17. Instagram influencers can be organized according to number of followers.
Generally, the higher the number of followers, the more the influencer
charges for collaborations.
The Influencer Tiers

18. Why you should
work with micro
influencers:
● Highly engaged
audience
● Trusted by their
followers
● Brand relevant
● Generate content at
scale
● Are loyal to partner
brands
● Good advocates
Micro influencer @valeskaschneider.
On Heepsy she has very high
engagement.

19. How to choose an
influencer who aligns
with your brand:
● Location where your brand
operates
● Good engagement rate
● Content that aligns with your
aesthetic and values
● Target audience that matches
yours
@joeamabile1 promoting @budlight on Instagram.

20. Challenges when
selecting influencers
● Fake followers
● Low or fake engagement
● Audience from irrelevant areas
● Too many branded posts (less
visibility for your brand)
● Fees are too high for your budget
● Bad communication, including not
replying to your initial contact
Heepsy lets you analyze an influencer’s audience
authenticity, location and more before you reach out.

21. Using a platform to find
and analyze influencers
Add them to lists.
Get their contact info to reach out.
With Heepsy you can find influencers in 4
easy steps.
Search for influencers that match your
brand.
1.
2.
3.
4.
Analyze profile metrics.

22. Source: Later.com
Heepsy gives you a cost estimate, showing what
a specific influencer could charge per photo or
video post. These are estimates based on the
influencer’s country, engagement and other
stats.

23. For your analysis, you
can also ask influencers
for:
● Results of previous campaigns
● How they create content and
how long it takes them
● Collaboration fees and packs
● Monthly unique visitors
● Impressions and reach
● For bloggers, their blog traffic

24. STEP 5:
CONTACT INFLUENCERS

25. Elevate your pitch:
● Personalize the message as
much as you can
● Keep it friendly, short, and
sweet
● Attract their attention with a
short and punchy subject line
● Explain why they are a good fit
for your brand
● Try Email, DM, comment on
their last picture
● Prepare for rejection,but
persist!
Heepsy’s Business or Gold Plan let you search for
influencers with public emails. You can then see
their emails on their profiles.

26. These are two examples of how you
can reach out to influencers:

27. A few more tips:
● Strategize, think about every
possible outcome
● Take time to create your plan of
action
● Spend time finding influencers
that align with your brand
● Create unique content with the
influencer
● Build relationships and repeat
successful collaborations
@averyfrancis tagging @shoppersdrugmart and
@walmart in Instagram content.

28. EXAMPLES OF INFLUENCER MARKETING
CAMPAIGNS

29. Case Study - KIETOPARAO
Kietoparao is a Spanish startup that creates game kits for
kids. Heepsy helped them launch their first influencer
marketing campaign.
Kietoparao Kickstarter Campaign
Category: Mommy
Size: Micro & Top
Incentive: Product
Objective: Funding
Countries: US, Europe
Results
Influencers: 32
Posts: 8
Stories: 141
Impressions: 923,405
Interactions: 5,200
Clicks: 2,322
Funding: $22,000 in crowdfunding

30. Siksilk is a global urban fashion brand. They worked with
Heepsy’s former agency team to run their influencer campaign.
Siksilk e-commerce campaign
Category: Fashion & lifestyle
Size: Micro
Incentive: Product
Objective: Sales
Countries: Germany, Switzerland & Spain
Results
Influencers: 150
Posts: 140
Stories: 660
Impressions: 3,205,558
Interactions: 72,420
Clicks: 7,215
Revenue: 5x investment
Case study - SIKSILK

31. INFLUENCER MARKETING TRENDS IN
2021

32. What’s coming up...
● Tik Tok for Gen Z and millenials
● Instagram Reels will continue to
grow (Instagram recently
opened Insights for Reels)
● Micro and nano influencers will
still have very good engagement
● More ongoing partnerships
between brands and influencers
● Focus on diversity and inclusion
● Less editing on pictures as
people want more relatable
influencers
@makeupbyshayla and cosmetics brand @toofaced on Instagram.

33. Sales Team - sales@heepsy.com
www.heepsy.com
Check out The Definitive Guide to Influencer Marketing to
learn more about how to run your campaign.
Got questions? Book a free demo and ask away!
THANK YOU! :)