Marketing Influencer Instagram: Turning Existing Customers Into Ambassadors

Bren Daniel, a nine-year influencer marketing veteran who built Caraway's influencer and ambassador program from scratch, breaks down how to source creators without burning your budget or your reputation. Her core argument is that inbound partnerships are your safest starting point because those creators already love your brand, which means you set the terms rather than competing against big-brand budgets on cold outreach. She traces Caraway's early success to a surge of inbounds in March 2020, when creators were confined at home and cooking content was in high demand.

For teams ready to go beyond waiting, Bren recommends three concrete moves:

• announce your partnership program on your own social channels
• list yourself on creator marketplaces
• use a tool that scans your Shopify customer base to identify buyers who already have an audience

That last tactic, turning existing customers into brand ambassadors, is where Instagram influencer marketing gets surprisingly efficient. Watch to see exactly how Bren prioritizes these channels when budget and bandwidth are limited.