What’s your experience using influencers to acquire users?

Over the past 10 years, influencers have taken over: from fashion to finance, from food to AI tools. Sometimes they feel genuine, sometimes… they’ll promote absolutely anything.

So I’m curious: what’s your experience working with influencers, especially when the goal is clear: user acquisition?

Here’s what’s worked for me:

1/ Only work with influencers whose audience matches your ICP and whose tone and content align with your brand. Reach > doesn’t matter if the fit isn’t there.

2/ Let them lead the creative. I always ask to see examples of previous work, but I avoid sending pre-written scripts. After all, their audience follows them, not you and your content. If they can’t tell your story in their voice, it won’t land.

What’s your take? What have you tried, learned, or would warn others about when it comes to influencer-led campaigns?👇