Influencer marketing has grown into a billion-dollar industry, but somewhere along the way it stopped serving the people who actually need it most or has never really considered them in the first place, the small and medium businesses.

The space is dominated by:

• Agencies chasing flashy big-brand budgets.

• Businesses obsessing over follower counts instead of fit.

• Campaigns designed to look impressive in a report, not to move the needle for the brand.

Small businesses shouldn't care about reach if it doesn’t bring in customers. And this is where we see businesses stuck, time and time again. Spending money on ads to get reach, which then doesn't translate into likes, followers or most importantly customers. It's such a misconception that small business owners keep getting sucked into.. ads, ads, ads.

And then we see comments like these time and time again.

You're not aligning with your ideal audience, the ad spend is spending, and you're left scratching your head.

So what should you care about?

First and foremost, find customers is a bloody minefield, but it's not unachievable.
Working with the right content creators or influencers, they have your ideal customers literally in the palm of their hands.
There is absolutely no need to sit and try to figure how to attract people, they do it for you. Actually they've already done it. Now you want to have a nice word to ask if they can support you, by letting your tapping into them, in exchange for compensation.
You were giving it to meta anyway, so why not to another human?
When choosing an influencer you should be choosing if they feel like a genuine advocate, for your brand personality. They care about whether their investment is building trust, not just generating content for content’s sake.

In reality:
It’s not about size. An influencer with 5,000 deeply engaged followers who trust their opinion can deliver more impact than one with 500,000 scrolling zombies.

• It’s not about copying big brands. Nike, Apple, Gymshark, they play a different game.
  Their strategies won’t work for a business with a £2k marketing budget.

• It’s not about quick wins. The best results come from influencer relationships that grow over time, not one-off transactional deals.

Get matched

The industry loves to talk about “scaling campaigns.” Small businesses need the opposite, you need precision. Right person, right audience, right partnership.

That’s why we focus on matchmaking. Because just like dating, when you find the right fit, everything works better.

2025 isn’t the year of more influencers. It’s time the small business win, and it's time for the match-up.

If you're seriously considering promoting your business, or just want to understand more about how influencer marketing can benefit your business. Book a free call we'd love to share our knowledge to help you make an informed decision.