How to run a successful influencer campaign in 2025
Running a successful influencer campaign
Whether on TikTok, YouTube or Instagram, influencers wield significant power. They can elevate your brand’s presence and credibility with just one post…or tear it down in another.
For today’s comms pros, the influencer economy can be hugely complex. That’s why in this post Wildfire’s Megan Hill is revealing her top tips for working with influencers in 2025.
Read on to find out how to build a successful influencer PR campaign for your tech brand.
Do I need an influencer campaign?
If you’re looking to raise general brand awareness or drive traffic to a website, then influencers could be a really good avenue for your tech brand.
But remember, while influencers can absolutely cover the technical detail of a product, don’t expect your average lifestyle influencer to be able to deep dive into tech.
Ultimately, having a clear objective is essential to any campaign as everything from influencer selection to post content flows out from here.
Choosing the right tech influencers in 2025
Whatever the focus of your campaign, choosing the right influencers is step one on the road to success. But don’t let the figures fool you. Follower count and reach aren’t always the most important consideration.
The key is to choose influencers whose interests align with your brand.
Look for those who have expressed interest in your products or whose content resonates with your brand values. This increases the likelihood of a successful partnership and lends organic credibility.
Don’t get fooled. Follower count and reach isn’t everything
Do I need an influencer platform?
When looking for the right influencers, good old-fashioned Google can help, but this can take a long time and the results tend to be generic or out of date. Instead, I recommend using an influencer marketing platform (Klear does a great one, and it’s integrated with popular media tool, Meltwater).
Using an influencer marketing platform will allow you to search by topics, like ‘technology’ or ‘parenting’, to shorten your list of potential collaborators. You can then search to a more granular level, helping to find niche interests that align with your brand.
Influencer platforms can also track which companies influencers have worked with recently, saving you the hassle of reaching out just to find out they have an ongoing contract with a competing brand.
How to contact influencers in 2025
Don’t send a full brief straight away. You want to be clear what your campaign is, and the kind of content you are looking for, but to send a full brief in your initial outreach is presumptuous. Use your initial outreach to explain why you feel they’re a good fit and highlight why you like their content.
Collaborate. Take a collaborative approach, even if you have set content in mind. Let them know you are not just open to their ideas, but that you actively want them. They know best what works for their audience, and their advice should always be listened to.
Be clear about content. Be clear about the content you need — are you looking for a YouTube review, a creative reel, a TikTok piece to camera? This personalised approach helps the influencer, or their agent, discern if this campaign is something they want to pursue.
Ask about price. Use your initial outreach to get an idea of pricing. My advice would be to request a media pack so you can see if the budgets align before going any further.
How much do influencers charge in 2025?
Pay can be a contentious issue because costs can fluctuate widely.
My core piece of advice would be don’t underestimate the influencer economy. What I mean by this is don’t forget the fact that influencing is often someone’s full time job — making content takes time and energy.
There have been far too many brands called out for asking for a weeks’ worth of work for a few hundred pounds — or worse still, in exchange for a product with a value of less than £50. Don’t be one of them.
Can you negotiate with influencers?
There is often the possibility to negotiate and if you have selected the influencers well then they are more likely to be flexible with costs (as hopefully they want to work with you too) — but be sensible. If an influencer tells you that one post costs £10k and you have £2.5k to spend, move on and adapt your expectations on the level of influencer you can afford.
It is also possible to work with influencers on a gifted basis, but be realistic about the value of the product you are willing to send. That’s not just the product price, but the value it may hold to the influencer and what you are asking for in return. If you wouldn’t do a weeks-worth of work in exchange for a new wireless mouse, don’t ask someone else to.
How to write a brief for influencers in 2025
Once you have your influencers interested in your campaign and you know that you are roughly aligned in terms of budget, it’s time to send over the full brief.
A clear brief will result in good content that reaches your objectives. A bad brief can leave you with content that doesn’t hit the mark.
Briefs can be sent over email or discussed on a call. If you have a clear outline as to what you want for the campaign (specific storyboard for content for example) then email is fine.
If you want to work more collaboratively with the influencer, then a call gives more opportunity for them to get involved — just make sure you follow up with a written brief afterwards to confirm what you’ve discussed.
Whichever approach you take, a brief should include: a campaign overview; the aims; the audience; the deliverables expected; the anticipated cost; any key messages; product specifications they need to know; and finally, the timescale.
Do I need a contract with an influencer?
It’s essential to have some kind of written agreement of the deliverables, cost and timescale.
If you are doing this via email, make sure you are very specific. Don’t just rely on a friendly email chain as evidence that an agreement was made. Send one email outlining all of the details and ask the influencer to agree in writing.
If you’re working with influencers regularly I would strongly recommend having a contract template drawn up by a legal professional.
Some agents will have their own standard contract that they want you to use. If so, be sure to read it carefully or ask a legal professional to review.
How to measure the success of an influencer campaign
Ultimately, a campaign is successful if it meets your objectives. If you wanted to drive brand awareness, look at achieving a high reach with your target audience. If you wanted message penetration, you’d want to analyse the comments section and see how many people resonated with the message. If you were looking for web traffic, measure click-throughs and trackable links in posts.
Influencer management platforms can also help you measure success. Some of my favourites are Klear, Traackr, and CreatorIQ.
Others, like InfluencerMarketing.AI work on a credit system, helping to keep costs low.
Get your PR in shape
Want more advice to get your PR into the best shape of its life? Check out the other articles in our Comms Bootcamp series.
Or, if you’re looking to hire a tech PR agency that can deliver B2C and B2B influencer campaigns, contact us below and we’ll be in touch.