Running In-House Influencer Marketing for E-commerce Brands

In-house influencer marketing can be a powerful approach, allowing e-commerce brands to maintain control, build relationships, and tailor campaigns closely to their brand ethos. Here's how to establish and run an effective influencer marketing program internally.

Step 1: Develop Your Strategy

Begin by defining what you want to achieve with influencer marketing. Set clear KPIs such as brand awareness, engagement, web traffic, or sales conversions. Understand your target audience and determine the types of influencers they trust and follow.

Step 2: Identify Potential Influencers

Utilize platforms like SwipeMagic to find influencers that match your customer persona. Search using relevant hashtags, TikTok sound URLs, or even direct AI-based natural language searches.

  • Filter your search based on average views, engagement rates, and follower demographics.

Step 3: Outreach and Relationship Building

Craft personalized outreach campaigns that resonate with the potential influencer’s content and audience. Start off with an email or a DM, explaining why you believe there is a synergy between them and your brand.

  • Focus on building long-term relationships rather than one-off partnerships.

Step 4: Negotiate and Finalize Collaborations

In negotiations, discuss content expectations, deliverables, timelines, and compensation. Create a clear agreement that outlines all campaign details to ensure both parties are aligned.

  • Consider different compensation models, like free products, affiliate programs, or flat fees based on performance.

Step 5: Campaign Execution

Work with influencers to create content that embodies your brand message while maintaining their unique voice. Maintain a balance between providing direction and allowing creative freedom.

  • Keep an organized schedule of when content will be posted and any associated promotions.

Step 6: Monitor Campaigns and Gather Data

Use social media analytics tools to track the performance of influencer content. Ensure that you have a system in place that monitors metrics like reach, engagement rates, website traffic, and conversion rates attributed to influencer posts.

  • Regularly check and adjust campaigns based on this real-time data.

Step 7: Maintain Communication

Stay in touch with influencers throughout the campaign. Provide feedback, answer questions, and be responsive to new ideas or concerns that may arise.

  • Good communication is key to ensuring successful collaboration.

Step 8: Measure Results and Optimize

Post-campaign, analyze the performance against your initial KPIs. Share these results with your influencers, and use the insights to make data-driven decisions for future campaigns.

  • Optimize your strategy continually based on what is working best.

Step 9: Build Your Influencer Network

As you run more campaigns, you’ll identify influencers who deliver exceptional results. Keep these content creators close, as they can become influential ambassadors for your brand.

  • Consider developing an influencer loyalty program or network for recurring partnerships.


Running influencer marketing in-house allows e-commerce brands to deeply embed influencer relationships into their broader marketing strategy. It requires a commitment to strategy, execution, measurement, and optimization, but the return on that investment can be significant. A mix of creativity, analytical thinking, and authentic relationship building is essential to drive the best results.

Remember, the true value lies not just in the sales numbers, but also in the authentic brand advocacy that resonates with your customers.