“Made In Chelsea” star Tiffany Watson is a business owner with 529,000 Instagram followers. She sees a lot of companies making mistakes when they try to work with influencers like her. She’s vegan but says she often gets messages asking her to promote fur coats. See more stories on Insider’s business page.
The influencer marketing industry is set to grow to $13.8 billion this year. Companies of all sizes try to get their products promoted by TikTokers and Instagrammers – two platforms that each have hundreds of millions of monthly active users.
But reality TV star and influencer Tiff Watson is at times frustrated by clumsy approaches from businesses keen for her to promote them.
Since first appearing on UK reality show “Made in Chelsea” in 2014, the 27-year-old has built up 529,000 Instagram followers and set up her own business – vegan accessories line ThreeSixFive, whose social channels she runs herself.
As Instagram evolved from a filter-heavy photo diary into a powerful e-commerce channel, Watson has worked with brands such as Protein World, Lounge Underwear, and lingerie brand Boux Avenue.
Here are her top six tips on how to work with influencers to grow your brand on social media and ultimately get you more customers.
1. If you’re going to gift something, don’t make demands of the influencer first
Businesses offer influencers free products or services in the hope they share it with their sizable following.
But Watson says these offers sometimes come with stipulations of how it should be promoted.
“It’s very off-putting when someone messages you wanting to gift you but it comes with demands. Gift if you can afford to and have no expectations …
“Normally, if you expect nothing I find influencers are more generous with posting in return.”
2. Personalize your outreach to the influencer
The fact Watson is vegan is a regular talking point on “Made in Chelsea.”
“So often I get messages from brands