Do You Really Need an Influencer?
Influencer marketing is booming. 87% of marketers expect their influencer budgets to grow in 2026, and this holiday season influencers and creators drive 22% of affiliate traffic to online stores. But that doesn’t mean every business needs one.
Here’s how to tell whether influencers make sense for your business, and what works better if they don’t.
Influencers spark interest more than sales
Social media is where many shoppers get ideas. 29% research holiday gifts on social media, but only 9% buy there. Recommendations from friends, family, and retailer websites are more likely than ads to drive an actual purchase.
The takeaway: an influencer can put you on someone’s radar. Your store, website, and service close the sale.
Smaller creators are winning
Brands are shifting toward smaller creators with loyal followings. About half of marketers plan to expand their use of nano and micro influencers, and TikTok is the most-used platform. For a small business, a local creator with a few thousand engaged followers can be worth more than a big name with a national audience.
Good fit vs. better options
| Influencers are often a good fit | Other tactics usually work better |
| Restaurants, cafés, and bakeries | Plumbing, HVAC, and other trades |
| Boutiques and gift shops | Accounting, legal, and professional services |
| Salons, spas, and beauty | B2B suppliers and manufacturers |
| Fitness studios and local experiences | Medical and dental practices |
The common thread: influencers work best for products and experiences people love to show off. If customers find you when something breaks or when they need an expert, focus on reviews, referrals, and your Google Business Profile instead.
If you try it, start small
- Look at your own customers first. Someone who already loves your business is your most believable voice.
- Offer an experience, not just cash. A free meal, service, or product often goes further with local creators.
- Give a clear ask. One post or video, a specific product, and a date.
- Track it. Use a unique discount code or link for each creator.
- Make sure paid posts are labeled. The FTC says creators must disclose when a brand pays them or gives them free products.
Fund the marketing that works for you
Whether you invest in creators, ads, or a customer referral program, an ARF Financial Bankroll revolving line of creditgives you funds to draw on as you need them. Planning a bigger marketing push for 2027? Look at Elevate Bankroll.
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