Influencer marketing works by sending people to your brand. So before you spend a ringgit on creators, ask a simple question: when those people arrive, what will they find?

Here are the three things we ask every new client to get right first.

1. Make sure people can find you, and trust what they find

When a creator mentions your brand, viewers will look you up. Within seconds they'll check your TikTok, your Instagram, your reviews and where to buy. If they find an empty profile or no way to purchase, the creator's work is wasted.

Before your first campaign, check that you have:

  • Active social profiles on the platforms your buyers use, with recent posts
  • A clear place to buy: your website, TikTok Shop, Shopee or Lazada store, or a WhatsApp number for orders
  • A Google Business Profile if you have a physical outlet, so you show up on Google Search and Maps for free
  • Reviews on Google, social media and your marketplace store
  • Answers ready: prices, delivery times and FAQs, so curious viewers don't drop off

Think of it this way: influencers fill the shop. Your online presence is the shop.

2. Use the free marketing you already have

Before paying anyone, use what costs nothing.

Your own network. People trust friends and family more than ads. Ask them to share, review and recommend. Networking matters more than people think: when SushiVid started, the first person our founder Wen reached out to was her friend Swee Yong, an investor in Hermo. Hermo became our first customer. Later, the person running our accelerator programme introduced her to someone at Lazada, and Lazada became our second.

Customer reviews. Reviews are modern word of mouth, and search engines love them. Ask happy customers to leave one on Google, your marketplace store or social media. A steady stream of honest reviews makes every future influencer post more convincing.

Your own content. Post regularly, reply to comments and messages, and repost customers who tag you. See community management: why replying is a growth strategy.

3. Decide your goal, and how you'll measure it

Influencer marketing isn't a one-size-fits-all fix. Awareness, trust and sales each need different creators, content and metrics.

Pick one goal per campaign. Think of skincare: if you try four new products on the same day and your skin reacts, you won't know which one caused it. Campaigns are the same. Test one goal at a time and you'll know what worked.

Define who you're targeting. "Everyone in Malaysia" is not a target. Age, location, language and interests narrow down the right creators.

Know what you'll measure. Likes and comments matter, but so do views, reach, clicks, promo-code redemptions, app downloads and sales. Set up tracking before the campaign starts, not after. See how to measure influencer marketing ROI.

Plan for the long term. Don't give up if the first campaign doesn't hit every target; there are many variables to learn. Break the year into phases with a goal for each. We recommend at least RM10,000 a month for six months to see real results.

Ready for your first campaign?

Once these three are in place, you're ready. Start with what influencer marketing is, check how to choose an influencer marketing agency, or talk to us directly. WhatsApp us and we'll reply within one business day.