We’ve never worked with influencers before, but we’re ready to try. How do we get started?

Dear Social Strategist,

I run social for a consumer fintech app that helps people pay off debt faster. We’re gearing up to launch a public service-style awareness campaign — educating people about the cost of interest and encouraging them to take action. Our team wants to bring in influencers (er, creators!) to help spread the message, but we’ve never done this before, and honestly, I’m not even sure where to start. We haven't pinned down a specific budget for this yet, and since personal finance is such a sensitive topic, we know it’s critical that our partners get the message right. What advice do you have for getting this off the ground — and doing it right?

— Clueless at Creator Collabs

Dear Clueless,

Influencer marketing sounds simple on the surface: find someone with a big following, pay them to talk about your product, wait for the conversions to roll in. But in reality — especially in a sensitive, trust-heavy category like personal finance — it’s a LOT more nuanced.

Because this is more than a media buy. You’re borrowing someone’s spotlight, credibility, and storytelling style. And in your case, you’re not just selling software — you’re seeding behavior change. That’s a much bigger lift, and it makes the creator’s voice and brand alignment even more important.

So let’s build your game plan.

1. Start with strategy

Since you're launching an influencer program as part of a broader awareness campaign, start there: with the campaign brief. What are the campaign’s larger goals? What does success look like?

Influencers are part of how you’ll achieve that. Their content needs to ladder up to that campaign’s big idea, while still leaving room for them to tell the story in a way that feels authentic to their audience.

But influencers shouldn’t be an afterthought. Make sure you (or someone from your team) is at the table during early campaign concepting. That way, you can help shape it into something that works in the creator ecosystem — not one you have to retrofit later.

When it’s time to build your influencer brief, zoom in on three things:

• What’s the key takeaway? What’s the one idea you want their audience to understand or remember?
• What action should they take? Are you driving app downloads? Sending them to a quiz? Keep the ask simple and aligned with where people are in their financial journey.
• How should it feel? Hopeful? Empowering? Real talk? Make sure the tone fits both your brand and the creator’s voice.

The clearer the campaign’s narrative and emotional throughline, the easier it’ll be to create briefs that work — and find creators who can credibly carry that message.

2. Build your back-of-napkin budget

Not sure how much this’ll cost? Here's a rough breakdown to help you start scoping.

• Nano influencers (1k–10k followers): Expect to pay $50–$250 per post. Great for grassroots trust and niche communities.
• Micro influencers (10k–50k): Around $250–$1,000 per post. Solid reach with engaged, loyal audiences.
• Mid-tier influencers (50k–250k): Budget $1,000–$5,000 per post. Good mix of scale and relatability.
• Macro influencers (250k–1M): Typically $5,000–$20,000+ per post. High visibility, but often less engagement.
• Mega/Celebrity (1M+): Usually $20,000–$100,000+ per post. Major exposure — and major price tag.

Keep in mind that these are starting costs. There are many nuances that impact influencer pricing. For one, most influencers aren’t going to sell you a one-off post; they’ll price out a package of content, and the cost can increase depending on things like:

• Variations of content by channel
• Associated stories or other traffic drivers (email, etc.)
• Category exclusivity
• Amplification rights (boosting posts or running them in ad campaigns)

And if the influencer you want to work with has a talent agent, their agent will get a cut — even if you didn't find them that way.

My recommendation:

For your fintech campaign, a blend of nano- and micro-influencers would be perfect for building trust in an authentic way — while also diversifying your portfolio of partners, so you’re not putting all your eggs in one basket.

Now that you have a little more context for budget planning, it’s time to...

3. Decide whether to DIY it or bring in help.

There are two main paths to getting started with influencers:

💪 OPTION A: The scrappy, in-house approach

Pros: This is best for teams with time to research and manage details themselves. It can also be the most cost-effective, because you won’t have agency or platform fees to pay. By working with creators directly, you can also build stronger relationships with them over time, and you have full control over brand fit and messaging.

Cons: I won’t lie to you — it’s time-consuming as hell. Between research, vetting, outreach, follow-ups, creative briefs... then negotiations, contracts, and approvals — this could easily take over your life. There’s also a higher risk of missteps, particularly around things like FTC compliance, and especially if you’ve never done this before.

Is it doable? Absolutely. But you really do need someone in-house who can own this. For the type of campaign you’re describing, this is not a project to take lightly. Consider dipping your toes early with just one or two influencers, then scaling up for the full campaign.

🤝 OPTION B: Partnering with an agency or platform

Pros: This is the fastest way to get a solid program off the ground — especially if your campaign has high stakes or a tight timeline. An agency or influencer platform will have access to vetted creators, pricing benchmarks, and built-in systems for managing briefs, compliance, and content approvals. That kind of structure is especially helpful in regulated industries like fintech, where accuracy and tone really matter.

Cons: That support comes at a price. Whether it’s an agency retainer or a monthly platform license, this is the most expensive option upfront. You’ll also have a little less direct access to creators, which can make the content feel more “produced” if not managed carefully.

Is it worth it? If you’re running a major campaign, or if your team just doesn’t have the bandwidth or expertise to do this well, yes — it can be a smart investment. It’ll save you from rookie mistakes, missed disclosures, and misaligned messaging — all things that could derail the campaign before it even launches.

✌️ OPTION C: Use a platform, but run it yourself

Pros: Some tools offer a hybrid path. You license the software and get access to influencer databases, templates, campaign trackers, and performance dashboards — but you manage the relationships and content on your own. It’s a nice middle ground: more structure and support than a spreadsheet, but less cost and overhead than a full agency.

Cons: You still need someone who can run point — and tools can only take you so far. You’ll need to write your own briefs, communicate with creators, and manage timelines. It’s less of a lift than true DIY, but still not hands-off.

Good fit? If you have someone in-house who’s organized, proactive, and comfortable with direct influencer outreach, this can be a good way to scale without blowing your budget.

My recommendation:

Since this is your first foray into creator collabs — with a sensitive message and no clear budget yet — I’d recommend Option B: starting with a lightweight agency partner or experienced freelancer who can help structure a pilot program. Even if you bring it in-house later, that upfront guidance will save you from costly stumbles.

You don’t need to be an expert — or have it all figured out — to get started. You just need a clear strategy, the right partners, and a message that earns trust.

Have you launched an influencer campaign in a sensitive or highly-regulated category — or for that matter, DIYed it in any category? What lessons did you learn? Share your take in the comments — let’s help each other get smarter.

— Megan Van Groll

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