Hey everyone, I’m a founder with a Russian tech background, and we’re currently planning our entry into the US market. We’ve had decent success with influencer collaborations back home, but I’m realizing that everything works differently here—the platforms, the audience expectations, even how creators think about brand partnerships.
My biggest concern right now is: how do I find and vet influencers who actually understand both my product and the US market nuances? I don’t want to just throw money at random creators and hope something sticks. I’ve heard stories about campaigns that flopped because the influencer didn’t resonate with the audience or didn’t execute properly.
I’m also wondering if there’s a smarter way to approach this—like, are there communities or platforms where I can connect with people who have done this before? I’d rather learn from someone’s mistakes than repeat them myself.
What’s your approach when you’re entering unfamiliar territory?
Oh, this is such an important question! I love that you’re thinking strategically about this. Here’s what I’ve seen work really well: the key is building genuine relationships first, before you pitch anything.
When I’m helping brands enter new markets, I always recommend starting with micro-influencers in your niche who have highly engaged communities—not necessarily the big names. They’re more collaborative, more open to trying new brands, and their audiences tend to be more authentic. Plus, they often have better connections with other creators and can actually introduce you to people.
I’d also suggest joining creator communities and networks specific to your industry. This isn’t just about transactions; it’s about finding people who genuinely care about what you’re doing. When you meet someone who “gets” your vision, that partnership becomes so much stronger.
I’m actually connecting people in my network who are in similar situations. Would love to chat more about what your product is—I might know someone who’d be a great fit!
Also, don’t underestimate the power of asking your existing partners for introductions. Creators talk to each other all the time, and a personal recommendation carries so much weight in this industry. Someone saying “hey, this founder is legit and easy to work with” is worth more than a cold outreach.
From a data perspective, I’d recommend looking at engagement rates and audience demographics very carefully before you commit. A lot of founders obsess over follower count, but that’s honestly one of the least useful metrics.
What matters: engagement rate (interactions per post), audience location, audience age/interests, and historical performance with similar products. Pull this data for at least 10-15 potential partners before you decide.
I’ve analyzed hundreds of influencer campaigns, and the ROI disparity is massive. Creators with 50k followers in your target demographic will outperform creators with 500k followers in the wrong demographic almost every time. The data doesn’t lie.
Also, ask potential partners for case studies or performance data from previous campaigns. If they refuse or can’t provide it, that’s a red flag.