How to Scale Your Brand with Influencer Marketing

Five years ago, Nadia Bubennikova was just another college student, obsessed with YouTube and video games.

She wasn’t an influencer. She wasn’t a marketer. She had no connections in the industry.

But she was curious.

She wanted to understand how brands turn social media into sales machines. And she knew that influencer marketing was the key.

Fast forward to today, and Nadia is the Head of Agency at Famesters, running performance-driven influencer campaigns for global brands. She’s cracked the code on what works, what doesn’t, and how to scale influencer marketing beyond just “getting more likes.”

And in this post, i’m diving deep into her proven playbook for leveraging influencers to drive serious revenue.

If you’ve ever struggled with influencer marketing—whether it’s picking the right creators, tracking ROI, or making campaigns actually convert—this one’s for you.

Let’s get into it.

Step 1: Brand Awareness vs. Performance – Know Your Goal

Most brands make the mistake of treating all influencer marketing the same.

But there are two completely different types of influencer campaigns:

1. Brand Awareness Campaigns

📌 Goal: Get people talking about your brand.
📌 Strategy: Work with big-name influencers who can put you in front of millions.
📌 Measurement: Focus on views, engagement, and reach.

2. Performance-Driven Campaigns

📌 Goal: Drive sales ASAP.
📌 Strategy: Partner with smaller, high-trust influencers who have niche, engaged audiences.
📌 Measurement: Track click-through rates (CTR), conversions, and cost per acquisition (CPA).

🚀 Pro Tip: The biggest mistake brands make? Running a brand awareness campaign but expecting performance results. Decide your goal first, then build your strategy around it.

Step 2: Picking the Right Influencers for Your Campaign

Not all influencers are created equal.

The number of followers doesn’t matter. What matters is how engaged their audience is.

Here’s How to Pick the Right Influencers:

✅ Look at average video views, not follower count – A 500K-follower influencer getting 5K views per video is a red flag.
✅ Check engagement – Are people commenting, asking questions, and tagging friends? Or is it just crickets?
✅ See if they post sponsored content too often – If every other post is an ad, their audience is likely tuning out.
✅ Prioritize relevance over reach – A fitness brand should choose a micro-influencer in the gym scene over a celebrity who rarely talks about health.

🚀 Pro Tip: Micro-influencers (10K–100K followers) often drive higher conversions than mega-influencers because they have more trust with their audience.

Step 3: Instagram vs. TikTok vs. YouTube – Where Should You Advertise?

Each platform has its own strengths when it comes to influencer marketing.

Instagram Stories – Best for Direct Sales

🔹 Swipe-up links make it easy to track conversions.
🔹 Works well for impulse purchases and promo codes.
🔹 Ideal for eCommerce brands selling DTC products.

TikTok – Best for Virality & Low-Cost Reach

🔹 TikTok’s FYP algorithm can turn small creators into viral sensations overnight.
🔹 TikTok Shop makes in-app purchases seamless.
🔹 Works well for beauty, fashion, and trending products.

YouTube – Best for Long-Term Trust & High-Ticket Items

🔹 YouTube audiences trust their favorite creators more than any other platform.
🔹 Perfect for products that need in-depth explanations (tech, fitness, courses).
🔹 Downside? Harder to track clicks due to organic search traffic.

🚀 Pro Tip: Don’t pick a platform based on what’s “hot”—choose based on where your target customers actually spend time.

Step 4: The Secret to Influencer Ads That Convert

Most brands give influencers boring scripts—and then wonder why the campaign flops.

The solution? Make the ad feel like organic content.

Winning Influencer Ad Formula:

✅ 1. Pre-Warm the Audience – The influencer should post a few non-sponsored stories before the ad goes live. This “heats up” engagement and ensures more people see the ad.

✅ 2. Integrate the Product Naturally – No one likes a hard sell. The best influencer ads feel like personal recommendations.

✅ 3. Use Limited-Time Offers – Discounts, bonuses, or urgency-based deals increase conversions.

✅ 4. Make It Interactive – Ask a question, run a poll, or get users to comment—more engagement = better reach.

🚀 Pro Tip: Want next-level results? Run Spark Ads on TikTok to boost influencer content to a bigger audience.

Step 5: Contracts & Campaign Structure – Avoiding Costly Mistakes

Before you pay an influencer, lock in the details.

Must-Have Clauses in Your Influencer Contract:

📌 Posting schedule – Ensure they post at the right time for max engagement.
📌 Exclusivity – Avoid them promoting competitors right after your campaign.
📌 Content ownership – Make sure you can reuse their videos in paid ads.
📌 Performance guarantees – Negotiate minimum view counts for platforms like YouTube.

🚀 Pro Tip: If an influencer is hesitant to share analytics or refuses a performance guarantee, walk away.

Final Takeaways: How to Win at Influencer Marketing

Influencer marketing is no longer just about getting more views—it’s about driving revenue.

Your Influencer Marketing Game Plan:

✅ Define your goal – Brand awareness or performance? Choose wisely.
✅ Pick the right influencers – Focus on engagement and audience trust.
✅ Choose the best platform for your product – IG for sales, TikTok for virality, YouTube for depth.
✅ Create ads that feel authentic – No scripted sales pitches.
✅ Structure your contracts properly – Protect your budget and results.

Done right, influencer marketing isn’t just an ad strategy—it’s a growth engine for your brand.

Now over to you—what’s your biggest challenge with influencer marketing? Drop a comment below!