Does Influencer Marketing Work Better for Some Industries Than Others? (Updated November 2018)

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The success of different marketing campaigns can vary depending on which industry you’re in. Marketing strategies that work well in one industry might not work in another.

It makes sense then that people would wonder whether influencer marketing works better in some industries than in others. The short answer is no. The long answer is well worth the read.

By following the right steps, you can succeed with this type of marketing in any industry.

Influencer Marketing Is Universal

Unlike many other types of marketing, influencer marketing is universal. It’s probably one of the few types of marketing that are universal. The reason it is universal is that no matter what industry you are in, there’s always going to be someone influential in the business.

There’s always going to be someone who people listen to and turn to for advice and recommendations. Once you figure out who those people are, then you can engage with them and partner with them to help grow your brand.

If you follow the right steps, you can run an effective influencer marketing campaign, regardless of your industry and product niche. So the next time you face the question, “Does influencer marketing work for all industries?” you can confidently say that it does.

Finding the Influencers

To see success with influencer marketing, however, you need to work with the right influencers. This can be difficult because it takes time, which is something marketers don’t have a lot of.

Finding the right influencers for your brand requires you to do research to discover who buyers are turning to for answers and recommendations. Finding these influencers is step one.

You can use several influencer finding tools, such as BuzzSumo and BuzzStream to identify influencers in your industry.

Selecting the Right Influencers to Collaborate With

Once you have a list of influencers in your industry, the next step is to select the right influencers for your brand. Following are some of the factors that you should consider when selecting influencers:

1. Follower Base

The number of followers an influencer has is an important criterion in influencer selection. The larger the follower base, the costlier the influencer. So you need to find the right balance between influencer reach and your influencer spending.

2. Engagement Rate

Many marketers confuse influencer reach with influencer engagement rate. Engagement rate is the number of views, likes, or comments that a post gets, while reach is just the number of followers an influencer has. An easy way to check an influencer’s audience engagement is by using tools such the Instagram Engagement Calculator by Shane Barker.

Shane Barker

Image via Shane Barker

3. Brand Alignment

Another important influencer selection criterion is to ensure that the influencer’s personal brand matches your brand’s values. It helps to divide the list of influencers in your industry further into sub-categories so that you can identify and select the ones that best match with your product category.

Engaging with Them

After you have identified and shortlisted the influencers that you want to collaborate with, the next step is to reach out to them and engage with them.

Some brands reach out to the influencers directly by messaging them on social media or emailing them. Other brands use influencer management platforms to automate all processes starting from influencer outreach to campaign management and evaluation.

Influencer engagement does not end after sending a message for collaboration. You also need to establish a relationship, and relationships aren’t built overnight. It takes time and energy.

To do this, you need to like and comment on their posts and get to know each other. Getting to know the people you want to approach is also good for your brand because you’ll learn quickly if these are the kinds of people you want to associate your brand with. If not, then you move on. If they are, then you keep working on building that relationship.

Partnering with Them

After you have reached out to influencers and they have responded positively, the next step is actually creating a partnership between your company and the influencers you’ve chosen.

This kind of partnership can be created in numerous ways. It can be as informal as you sending them a parcel with samples of your product to try and suggesting they inform their followers about the products if they like them. It can also be as formal as a written contract between your company and the influencer.

How you create your partnership is completely up to you and the influencer, but it has to be beneficial for both sides and it has to be genuine. The reason influencer marketing works so well in any industry is that influencers’ followers trust them to be honest. As soon as something becomes sneaky or underhanded, all of your efforts go to waste.

It is always easier to use an influencer management platform to effectively partner with influencers and manage all aspects of your influencer marketing campaigns.

Using Grin’s influencer platform, you can easily manage all of your influencer relationships, assign tasks, evaluate performance, and set up automatic and timely payments.

However, if you do not want to use an influencer management platform, you can always do the process manually. Just keep in mind that maintaining a good relationship with influencers is an ongoing process and should continue even after your collaboration is over. Also, ensure that you reciprocate. Not just in monetary terms, but also by liking their posts, mentioning them in your posts, giving them credit for their work, etc.


Does influencer marketing work for all industries? Yes, it does.

There are few marketing trends that can say the same. It’s a strategy your company should start putting time and money into since it’s cost-effective marketing with a high return on investment.

Do you have any questions on influencer marketing specific to your industry? Ask us in the comments below.

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