Influencer marketing: a practical guide for your e-commerce business

Influencer marketing is no longer a trend. It’s a pillar. A recent study indicates that 3 out of 4 professionals intend to integrate influence into their strategy by 2025.

But here’s the rub: widespread enthusiasm masks a less glowing truth.

Many companies rush headlong into ill-conceived collaborations and flawed briefs.

The result? Campaigns that make noise… but don’t produce results.

Here’s a concrete method, not a series of buzzwords, for building solid, lasting and, above all, measurable partnerships.

1. SOMMAIRE

   A good influencer isn’t enough. You need the right DNA.

   You don’t start a collaboration with “Hi, do you want to work together?”

   A vague brief is like a map without a compass. You get lost.

   No contract, no framework. No framework, no campaign.

   A campaign without analysis is like a play without an audience.

   In short: move from test to method

   A good influencer isn’t enough. You need the right DNA.

Forget the follower counter for a moment. It may dazzle, but it says nothing about real impact.

A successful partnership is based on fine alignment: brand, message, audience, tone. Ask yourself these questions before making contact:

• Does its community really resemble your target clientele?
• Does his style, voice and values resonate with your image?
• Have you ever worked with brands like yours? And how did it go?

Tip: tools like Casaneo, with its 30,000+ qualified profiles, transform instinctive hunting into strategic casting.

2. You don’t start a collaboration with “Hi, do you want to work together?”

Designers are inundated with impersonal requests. And guess what? They ignore them. That’s normal.

The key: create a relationship, before the proposal. Like. Comment. Share. Provide value without asking for it right away.

Then, when the time comes, send a structured email (not a two-line DM at 11pm).

Be clear about your objectives, respectful of their work, and transparent about your intentions. It makes all the difference.

3. A vague brief is like a map without a compass. You get lost.

A designer is not a soothsayer. If he doesn’t know where you want to go, he’ll take you… nowhere.

A good brief is :

• Clear objectives (e.g. awareness, traffic, conversion)
• Specific formats (story, reel, carousel, YouTube video, etc.)
• Messages to get across (and those to avoid)
• Visual or tonal constraints
• And a well-thought-out calendar

Save time with Casaneo ‘s ready-to-use templates: clear, modular, efficient.

4. No contract, no framework. No framework, no campaign.

No, a contract doesn’t kill creativity. It secures it.

Here’s what it should contain, without exception:

• Deliverables and deadlines
• Compensation
• Content usage rights
• Exit clauses

Why ? Because it reassures everyone. And clarity is the fuel of confidence.

5. A campaign without analysis is like a play without an audience.

Publication is not the end of the work. It marks the beginning.

Engagement, clicks, sales, ROI… every number tells part of the story. And each campaign teaches you something for the next.

With a tool like Casaneo, you can visualize your KPIs in real time, compare your results, and steer your strategy over the long term.

In short: move from test to method

Influencer marketing doesn’t have to be a flash in the pan. It can become a stable, sustainable and profitable lever, provided it is structured.

Our comprehensive step-by-step guide takes you from choosing an influencer to post-campaign analysis, contract and brief.

Download it here for free and turn your influencer campaigns into results machines.