Key takeaways
- Collaborating with influencers is also possible with a small budget and micro-influencers.
- Choose makers who really fit your target group and brand.
- Work with discount codes or affiliate links to measure results.
- Authentic content works better than slick advertisements.
When you think of “influencers” you might think of expensive names with millions of followers and price tags that scare you. But for a small webshop something works completely differently — and much better: collaborating with smaller makers who have an engaged audience that fits your product exactly. That is affordable, credible and often more effective than one big name. This guide shows how to do that, even without a marketing budget.
Small and involved beats big and general
A creator with a few thousand loyal followers in your niche is often more profitable than a celebrity with a huge but untargeted audience. Why?
- Affordable — smaller creators often work for a free product, a discount for their followers, or a small amount of money.
- Credible — their recommendation feels like a tip from a friend, not advertising.
- Targeted — their followers share the same interest, so that's exactly your target group.
So don't look at the number of followers, but at the involvement (do people respond, does it feel real, do posts get comments?) and whether the audience suits you. Ten thousand followers who do nothing are worth less than a thousand who sympathize.
A calculation example
Suppose a creator with 4,000 committed followers in your niche posts an honest story about your product, in exchange for that product (cost price € 15) and a discount code for her followers. If that results in ten sales with a €20 margin, then you have earned €200 on an investment of €15 plus some discount. One big name would have cost you hundreds of euros — with no guarantee that its broad audience will want your product. Small and focused almost always wins here.
How do you find the right makers?
- search in your niche where your target group is (Instagram, TikTok);
- pay attention to makers who are already talking about your kind of products — they have the right audience;
- see if their style and values match your brand;
- check the engagement: do their posts get real reactions, or just some likes?
Make a list of a handful of makers that really make sense, instead of aiming for the biggest one you can find. Better five good matches than fifty shots.
How do you approach them?
Send a personal message, not a mass email — makers will see right through that. Show that you know their work and be clear about your proposal right away:
> “Hi [name], I follow you [because…] and think my [product] really suits you and your followers. I would be happy to send it to you for free. If you like it and want to post about it, I will also give your followers a 15% discount code. No obligation — just let me know if you like it!”
Short, personal, and with a clear offer (product / discount for followers / possibly compensation). Many small makers find a fun collaboration with a brand that suits them interesting.
Make fair agreements
Agree in advance what you expect and when: one post, a story, an honest review? Important: a paid or sponsored collaboration must be recognizable to the public, with a mention such as #advertisement or #collaboration. Not only is that polite and required, it also maintains the trust of their followers — and that trust is exactly what you "pay" for. Let makers talk in their own words; forced advertising is counterproductive.
Measure what it yields
Give each maker their own discount code or their own link. Then you can see exactly which collaboration yields sales, and you know who you want to work with more often. Also collect email addresses through those actions so that new customers come back — see building an email list. This is how a one-off post becomes a customer who stays.
Common mistakes
- Choose based on the number of followers instead of involvement and fit.
- Send an impersonal mass email.
- Do not allow the collaboration to be recognized as advertising (bad for trust and not permitted).
- Forcing a script on the creator instead of letting her use her own words.
- Do not use a discount code or link so that you do not know what the result was.
Frequently asked questions
Do I need a big budget for influencer collaborations?
No. Smaller makers often work for a free product, a discount for their followers or a small amount of money. That is the most effective for starters.
Should I choose the biggest influencer?
I'd rather not. A smaller creator with an engaged audience that fits your product usually yields more than a big, generic name.
How do I know if a collaboration will yield anything?
Give each maker their own discount code or link. This way you can see exactly which collaboration brought sales and who you want to continue with.
Should a collaboration be recognizable as advertising?
Yes. A paid or sponsored post must be recognizable as such (#ad or #collaboration). It's mandatory and it keeps the public's trust.
How do I approach a maker?
With a personal message showing that you know their work, with a clear and honest proposal. No mass email, and no pressure.
What if a creator says no or doesn't respond?
Very normal. Keep your list of a few makers and move on to the next one. One good match that does fit is enough to get started.
Get started
Make a list of a few small makers in your niche with an engaged audience. Approach them personally with a clear, honest proposal, make clear agreements (including the #advertisement) and give each their own discount code. Measure what works, and build further with the makers who bring sales. This way you can build reach and trust affordably.
