Influencer marketing has become a polarizing issue, with some businesses and venues pushing back against creators while others see significant value in the exposure they can generate, Inc. reports.
For small and midsize businesses, influencer attention can deliver dramatic increases in traffic and sales, but it also comes with risks and operational challenges. In Michigan, Traverse Bay Farms, a tart cherry brand, owner Andy LaPointe encourages customers to create and share content without paying influencers, viewing organic social media exposure as a way to build relationships and generate publicity.
At Flour Pizzeria & Cafe in California, a surprise visit from Barstool Sports founder Dave Portnoy resulted in an 8.1 rating and caused business to surge roughly 250% overnight, creating lines, sellouts and the need to hire employees and expand production capacity.
However, such viral attention can be temporary. Portland, Oregon, bakery owner Mindy Crosato has seen influencer-driven lines quickly return to normal, making staffing and inventory decisions difficult. She favors smaller creators with 10,000 to 50,000 followers and offers targeted incentives, such as $50 gift cards, rather than paying large fees.
Business owners also emphasize the importance of setting boundaries and defining expectations for influencer collaborations. New York City medspa Treat has worked with more than 25 influencers, with some videos generating significant inquiries and new patients.
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