The development of social networks has brought about significant changes in advertising, giving rise to new channels through which you can promote your online store.
Through social networks, individuals - commonly known as influencers - have formed communities of followers who keenly track their activities. These influencers wield the power to influence the behaviors and decisions of their followers through recommendations. As a result, influencers have become a significant force in advertising, and an increasing number of companies are choosing to collaborate with them.
Collaborating with influencers can have several positive impacts on an online store:
- Increased Traffic and Purchases: Influencers, with their extensive follower base, can significantly boost website traffic and drive more purchases. Featuring products from your store in an influencer's post can lead to increased sales.
- Enhanced Brand Reputation: When an influencer showcases your products, it can strengthen your brand's image and boost credibility. A credible online store is more likely to gain the trust of visitors, translating into higher conversion rates.
- Labeled links: Links from sponsored posts must be labeled (rel="sponsored") and do not directly help rankings; the value is in reach and trust.
Updated 2026. Paid collaboration must be clearly labeled as "advertisement" or "paid post", stating who commissioned it; check the rules in your country. The label "sponsored" alone is not always enough. You are also responsible as the advertiser: using posts to promote an item that you pay for without making that clear is an unfair commercial practice. Sign a contract that defines the content, rights to use the footage, the posting deadline and the metrics. Small creators with a loyal audience (micro-influencers) can be more accessible and trustworthy for a smaller store than big ones. Measure the collaboration with your own discount code or a tagged link (UTM). More: Online store legislation (EU).
Frequently asked questions
Influencers have already established trust with their audience. A recommendation from the right influencer is more credible than an ad and reaches exactly your target group. For smaller stores, micro-influencers are often a better fit: smaller creators with a loyal and active audience.
Macro influencers have a large reach, but usually lower engagement and a higher cost. Micro-influencers have a smaller reach but a more loyal and active audience, and a lower cost. For a smaller store, a campaign with several micro-influencers is often more effective.
By searching hashtags and networks relevant to your category, among your own customers and followers, and with tools for finding creators. The key is checking audience alignment (demographics) and authenticity of engagement (not just a high follower count).
Define: number and type of posts, timeframe, content requirements (approval before posting, mandatory hashtags), payment method (fixed or commission), and measurement of results. Also state that paid collaboration is clearly labeled as advertising. A written contract is recommended even for smaller collaborations.
With a tracking code or UTM parameter for each influencer (unique link), a coupon code that the influencer shares, and comparing traffic and sales before and after the campaign. We recommend one influencer = one unique code for clear attribution.
My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.
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