Social media has created a world of influencers known for everything from makeup tutorials to pet photography. These modern stars command public attention and have the power to sway opinions—and spending decisions. Developing an influencer marketing strategy as part of a larger digital marketing strategy can help small businesses reach new customers. Here’s how.

What is an influencer marketing tool?

Influencer marketing tools are software services or digital platforms that help brands identify, contact, and partner with influencers. These tools typically offer a large, searchable database of influencers with a profile page for each creator. 

Brands can use the search tools to discover potential partners, along with relevant details like their contact information, audience demographics, and engagement rates. Many platforms offer features that can sort influencers by content subject matter and audience size, making it easy to find partners that align with your brand’s target audience and fit your budget. 

Successful influencer partnerships can increase brand awareness and build authority. Using influencer content to populate your social media channels can reduce the workload for your brand and marketing teams because influencers do the work of creating original content for you. 

What to look for in an influencer marketing tool

Search and discovery
Analytics tools
Campaign management support
Compatibility
Budget ranges
Specialization

There are a handful of qualities to consider when finding the right influencer marketing tool for your business:

1. Search and discovery 

A tool with a large influencer database and user-friendly search function will make influencer identification easier. Look for tools that provide advanced search filters, allowing you to narrow down your search based on criteria such as audience demographics, engagement rates, niche, social media platforms, and follower size. Additionally, consider platforms that leverage algorithms and AI to generate recommendations based on your brand’s target audience or aesthetic, helping you discover influencers that align with your goals.

2. Analytics tools

An effective influencer marketing tool should offer audience insights and analytics to help with identifying influencers and tracking campaign performance. Some tools allow you to analyze competitors’ social media accounts as well as monitor brand mentions and keep tabs on partner mentions. Following the conversation surrounding your brand on social media can help inform your community management and general social media management strategy.

3. Campaign management support

Efficient campaign management is crucial for successful influencer marketing. Rather than spread those operational tasks across various docs and emails, seek a tool that offers robust campaign management features to streamline your workflow. Look for functionalities that support influencer outreach, allow you to track conversations, manage contact information, and collaborate effectively. 

In-platform messaging features can help you keep track of all communication with influencers, ensuring smooth coordination and organization. Furthermore, consider tools that offer payment tracking and management features, simplifying the process of managing payments to influencers and maintaining transparency in financial transactions. 

4. Compatibility

Consider the existing tools and platforms you use in your business operations and ensure the influencer marketing tool you choose will be compatible. Seamless integration with other tools such as customer relationship management (CRM) systems, ecommerce platforms, or social media management tools can enhance workflow efficiency. If you run your ecommerce business on Shopify, for example, look for influencer marketing tools that integrate seamlessly with Shopify, like Shopify Collabs. 

5. Budget ranges

Look for an influencer marketing platform that provides a wide range of influencers that fit within your budget. Platforms with a diverse selection of influencers allow you to explore various pricing options and find influencers who align with your budgetary constraints. Ensure that the platform offers transparency regarding pricing, including influencer rates, collaboration fees, and any additional costs associated with campaign management or tool usage.

Additionally, consider platforms that offer pricing tiers. You may find that a basic tier suits your influencer marketing operation in your first year of business, but you may need to level up and add new functionalities as your business expands. 

6. Specialization

Some influencer marketing platforms offer features specially designed for ecommerce companies, making it easier to track sales connected to your influencer marketing campaigns. For example, you may need a tool that can track sales generated through influencer marketing campaigns, integrate with your ecommerce platform, or provide comprehensive ROI measurement tools tailored to your sales metrics.

🎵Peace Out Skincare’s Viral TikTok Success Story

Enrico Frezza, founder of Peace Out Skincare, used social media platforms and SMS marketing to promote his adult acne products. A successful campaign with a TikTok influencer led to the sale of six months’ inventory in three weeks.

Meet Enrico

Types of influencer marketing tools

End-to-end
Analytic
Discovery
Recommendation

Consider some popular influencer marketing tool types that brands use to streamline influencer marketing efforts and build successful campaigns:

1. End-to-end

End-to-end tools have a set of functionalities and features that cover the entire lifecycle of influencer marketing campaigns—from initial planning to final analysis and reporting. An end-to-end influencer marketing tool integrates every stage of the campaign management process into a single platform or solution.

Here are a couple of popular options:

Shopify Collabs. Shopify Collabs is an end-to-end influencer marketing platform created by Shopify. It offers features to help manage payments, create affiliate links, track influencer gifting, and find partners on platforms including Instagram, Twitter, Facebook, and Twitch. This platform is free for any business with an existing Shopify plan and it integrates seamlessly with Shopify’s commerce tools. When questions arise, you also have access to Shopify’s customer support team. 

Grin. Grin is a leading influencer marketing platform with millions of influencers across Instagram, TikTok, and YouTube. This platform includes a suite of tools for end-to-end influencer relationship management, search filters, in-platform messaging, influencer payment tracking, and advanced functions to facilitate finding relevant influencers. Grin also offers native analytics to track the success of marketing campaigns and includes a tool to spot fake influencers. 

Find influencers to drive sales with Shopify Collabs

Shopify Collabs makes it easy to partner with creators, promote your products, reach new customers, grow your sales, and track affiliate campaign performance all from Shopify admin.

Discover Shopify Collabs

2. Analytic

Some influencer marketing analytics tools enable marketers to track the performance of their influencer campaigns, providing insights into reach, engagement, conversions, and return on investment (ROI). Others provide insight into popular social media trends. 

Here are a couple of popular options:

Traackr. Traackr includes a suite of analytics that go beyond influencer discovery to calculate a custom measurement of influencer impact known as a resonance score for each in-network influencer. Evaluating a creator’s resonance score is an easy way to compare the potential value of influencers across platforms quickly. 

Emplifi. Emplifi allows you to benchmark your influencer campaigns against your competitors. You can compare the performance of influencers, analyze engagement rates, and gain insights into industry trends.

3. Discovery

These tools focus on helping marketers identify and discover relevant influencers based on specific criteria such as audience demographics, engagement rates, niche, and social media platforms.

Here are a couple of popular options:

Upfluence. Upfluence’s influencer database contains a wide range of talent—from niche micro-influencers to verified celebrities on social media platforms including Instagram, TikTok, YouTube, Twitch, Pinterest, and Twitter. This platform’s influencer search tool includes filters that can sort creators by location, audience size, and platform. Upfluence also includes in-platform messaging, payment tools, and campaign performance analytics. 

Onalytica. Brands can use Onalytica’s influencer search tools to find creators by topic or keyword. This platform simplifies influencer research by compiling data from social media posts to generate word clouds for each creator—helping you understand an influencer’s expertise and tone. It also highlights key connections so that you can easily spot any conflicts of interest or past collaborations.

4. Recommendation

Some influencer marketing tools have recommendation algorithms that do the work of finding compatible partners for you. 

Here are a couple of popular options:

Aspire. Aspire’s influencer marketing software has three pricing tiers to choose from. All pricing tiers include an AI-powered influencer search engine that can analyze social media posts and surface creators that complement your brand’s aesthetic. In addition to search, Aspire offers a QuickMatch feature that can help you discover new influencers by automatically recommending profiles based on your search history and preferences. 

Klear. Klear includes a unique monitoring section that combines social listening tools with analytics. Klear’s discovery tool can search multiple influencer platforms at once and includes filters to sort influencers by platform or audience demographic. Its AI-powered algorithm learns about your brand as you use it, serving you more relevant results over time.

Influencer marketing tools FAQ

How much do influencer marketing tools typically cost?

The price of an influencer marketing tool varies widely depending on the scope of services. Many influencer marketing platforms offer pricing tiers, allowing brands to select the level of support they need. Prices can start as low as $30 a month for basic services from a small platform and can rise to thousands of dollars a month for a comprehensive package.

Can you use influencer marketing tools for B2B marketing?

Yes. Influencer marketing tools can help B2B companies identify suitable influencers like thought leaders and business content creators.

Can influencer marketing tools aid in influencer outreach?

Simplified influencer and blogger outreach are one of the main benefits of working with influencer marketing management software. Many platforms provide contact information and offer on-platform messaging services. After the initial outreach, these tools serve as a centralized place to keep track of all influencer conversations.