Influencer Marketing Q&A: Your Burning Questions, Answered

Hey everyone,

Welcome back for another bite to chew on.

After our recent deep dive on the "Influencer Illuminati" model, our inbox has been flooded with questions about implementation.

So we recently hosted a live masterclass with Yash from SARAL to tackle these challenges head-on. Today, we're sharing the most practical Q&As from that session.

Consider this your troubleshooting guide for building an influencer army.

On the Menu:

• Numbers & Money: The Math Behind Profitable Partnerships

• Platform Strategies: TikTok vs Instagram & Managing Retail Conflicts

• High-Ticket Headaches: Making Influencer Marketing Work for Expensive Products

• Operations & Scale: Managing Your Program Without Losing Your Mind

For those who couldn't attend the live session, here are the associated resources:

• Click here to watch the webinar.

• Click here to get a copy of the Influencer Illuminati deck.

Obvi’s Influencer Management Secret Weapon…

We know what you're thinking: "This sounds great, but how do I actually manage all these relationships without losing my mind?"

We’ve used SARAL for 2+ years, and we wouldn’t have been able to build our influencer program without it. 

Here's how SARAL helps our small team deliver BIG results → 

• Find the perfect partners → Their discovery tools let you filter by niche, engagement, and location (not just follower count)

• Streamlined outreach & tracking → Bulk messaging with personalization that doesn't feel robotic, plus the "fair-fee" metric so you don't overpay

• Relationship management → Never lose track of a conversation again (goodbye spreadsheet hell!) 👋

• Performance tracking → to know which content and creators are creating a buzz

Authentic UGC is the single biggest lever we have in our Meta account right now. Without SARAL there’s no way we’d be able to double down and leverage this opportunity.

Oh yeah - their platform also made TikTok Shop manageable when we couldn't crack it on our own.

Influencer marketing is a non-negotiable if you’re trying to scale these days. 

If you're ready to build your influencer program the right way, give SARAL a try. 

Mention Chew On This for a 14-day free trial and VIP onboarding. Their team will make sure you're set up for success.

Numbers & Money: The Math Behind Profitable Partnerships

Q: "If you're giving 50% commission to the influencer and 25% off to customers, what's left for you? How does this make sense mathematically?"

We offer a very aggressive commission structure to our creators, so this was the most common question. 

Here's the breakdown using a $100 AOV example:

• Product cost (COGS): $30 (assuming 70% margin)

• After 25% discount: $75 sale price

• 50% commission to creator: $37.50

• Left for you: $7.50 profit per order

Sounds tight, right? But here's why it works:

1. You're probably spending close to this CAC on Meta anyway

2. You're building a relationship, not just buying a one-off post

3. With strong LTV (from subscription or repeat purchases), this is highly profitable

At Obvi, our margins range from 70-85%. If your margins are tighter, adjust accordingly – maybe 30% commission instead of 50%, or 20% discount instead of 25%.

Q: "Is the commission on first order only or lifetime value?"

This is entirely up to you and your business model. 

We've tested both:

• First-order only: Higher commission rate (up to 50%) makes sense here

• Lifetime commission: Lower rate (10-15%) but ongoing revenue

For subscription products, we've found success with a hybrid model: higher commission on first order (40-50%), then a reduced rate (10%) on recurring orders.

🔑 The right approach depends on your margins and customer lifecycle. 

If you have strong retention, lifetime commission can keep creators motivated to promote long-term.

Hey - Are you interested in a premium Chew On This founders community?

Please take 30 seconds to fill out this survey.

Everyone who helps out will be entered to win a 30-minute mentoring session with either Ron or Ash!

Platform Strategies: TikTok vs Instagram & Managing Retail Conflicts

Q: "How should we split efforts between Instagram and TikTok influencers? Is one better than the other?"

We aim for a 50/50 split, but with this important caveat:

• If you're on TikTok Shop: Focus more on TikTok creators

• If most of your paid ads run on Meta: Instagram may be more important

The platform itself matters less than finding creators who genuinely connect with your product. 

The best approach is to test both platforms with smaller creator groups, then double down on what works.

Q: "We're an omnichannel brand in Target/Walmart/CVS. How do you handle influencer marketing without cannibalizing retail sales?"

This is a challenge we face daily at Obvi. 

Here's our approach:

1. Separate influencer pools for retail vs. DTC efforts

2. Retail-focused influencers mention store availability specifically

3. DTC influencers focus on exclusive products or website-only bundles

4. Different commission structures for each (higher for DTC, lower for retail)

We've found that location-based influencers work well for retail support. 

For example, we'll work with creators in specific cities where we have strong retail presence at Target or Walmart.

Q: "How do you handle situations where influencers are tagging other brands more than yours?"

This was a great question from a retailer who carries multiple brands. 

The solution:

• Create custom packages that prominently feature your branding

• Develop brand-specific discount codes that tie back to your store

• Provide clear content guidelines with examples of how to tag/mention your brand

• Consider exclusive products that only your store carries

High-Ticket Headaches: Making Influencer Marketing Work for Expensive Products

Q: "How does one do this for premium brands where cost of goods is super high?"

When your product costs hundreds or thousands, the mass seeding approach isn't viable. 

Here's how to adapt:

• Be highly selective: Focus on quality over quantity

• Be direct about expectations: "We'd like to send you this $500 cookware in exchange for content creation"

• Consider product loans: Some furniture brands let influencers use products for a set period and then return them if they don't convert to sales

• Two-step approach: Start with smaller accessory products from your line, then upgrade to higher-ticket items with proven performers

🔑 Look at how brands like Caraway and Hexclad handle this – they seed strategically to creators with proven conversion rates in home goods.

Q: "Tips to increase margins? Ours aren't anywhere near 70-85%."

While not directly an influencer question, this came up repeatedly. 

Some suggestions for improving margins:

• Volume purchasing with manufacturers (better COGS)

• Bundle strategies that increase AOV

• Formula optimization (especially for supplement brands)

• Reviewing packaging costs (sometimes a 5% savings is hiding here)

• Direct relationships with ingredient suppliers

Higher margins give you more flexibility with your influencer program. 

🔑 Even a 5% margin improvement can mean the difference between a program that scales and one that stalls.

Operations & Scale: Managing Your Program (Without Losing Your Mind)

Q: "Will this operation be able to be handled by a VA, or how big of a team is needed?"

You don't need a massive team. Here's the minimum viable structure:

• 1 Platform to automate outreach and tracking (as mentioned, we use SARAL)

• 1 Team member (could be part-time) focused on relationship management

• Clear processes for approving creators, shipping products, and measuring results

At Obvi, we have a head of influencer partnerships, one supporting team member, and automated systems for routine tasks

For brands just starting out, a dedicated VA with good systems can handle a program with 50-100 active creators.

Q: "Do you have a Discord where you train influencers to make good content for your brand?"

We're actually just launching weekly Zoom calls with our ambassador community. 

This creates:

• A space for creators to learn from each other

• Direct access to our team for questions

• A sense of community that strengthens relationships

Some brands use Discord, Facebook Groups, or WhatsApp. The platform matters less than the consistency of communication and the value you provide.

🔑 The real magic happens when your top creators start helping newer ones – creating a self-sustaining ecosystem of brand advocates.