Building an Influencer Program That Delivers Marketing ROI

At the same time, influencer marketing entails complexities and risks that were far less common when traditional media dominated most advertising channels. One major reason is the large number of fake accounts, inflated metrics, and dishonest practices in the market. The good news is that with proper planning and proven best practices, brands can reduce the downside while improving results. Let’s look at how to structure an influencer program for success.

Key Takeaways

• An Influencer Program works best as a repeatable system, not as a series of one-off campaigns.
• Telehealth needs creators because it’s a trust-first category where reassurance beats hype.
• Prioritize audience fit + content quality over follower count; niche creators can drive stronger results.
• Build a clear pipeline: find → vet → outreach → activate → optimize (and document it).
• Use Facebook’s Ad Library to spot competitor angles, hooks, and formats—then improve your own creative direction.
• Design incentives that protect the budget: products, flat fees, affiliate commissions, and performance bonuses.
• Make UGC a core output: ad-ready, testable creative that often outperforms polished brand content.
• Assign designated owners so creators get consistent communication, timelines, and approvals.
• Treat compliance like a feature: define what creators can/can’t say, require disclosures, and prevent risky claims.
• Track ROI beyond likes: focus on qualified leads, bookings, CAC impact, and reusable creative performance.

Why Influencer Marketing and Telehealth Go Hand in Hand

Telehealth is a trust-based category. People are not simply buying a product; they are choosing a provider, sharing personal information, and often making decisions when they are anxious, uncomfortable, or unsure. This makes traditional advertising less effective on its own, because it tends to feel one-directional. Influencers, on the other hand, can bridge the trust gap by explaining a care experience in everyday terms and answering the kinds of questions people hesitate to ask.

Influencer marketing also matches how patients behave online. Many people research symptoms, compare options, and seek reassurance before booking. A credible creator can educate an audience, reduce uncertainty, and encourage action without the message feeling like an advertisement. When executed properly, this can support awareness and demand generation while also improving lead and booking quality.

That said, telehealth brands must be careful about compliance, claims, and messaging. The goal is not to “overpromise,” but to create a structured program that guides creators toward accurate, responsible communication.

What are influencer programs?

Like any other form of advertising, influencer marketing requires a cost-effective strategy. The old saying still applies: if you fail to plan, you are essentially planning to fail. One reason influencer marketing can be challenging is the many moving parts involved in both planning and execution. It is significantly more complicated than purchasing traditional advertising placement. In addition, much of the content involved is created by people outside your organization. Each influencer must be managed individually, each arrangement is negotiated separately, and compensation often varies widely—from a fixed payment for a post to affiliate links that generate commissions over time.

Fortunately, there are practical ways to stay organized and manage risk. A well-defined influencer program provides structure for the influencer strategy you choose. It clarifies roles and expectations, which can improve relationships and increase retention. Even better, a well-presented program can attract influencers on its own, because creators will see that your company runs partnerships professionally. High-quality programs typically share several common elements, outlined below, along with real-world tactics brands use.

Influencer Marketing News: What’s Changing and Why It Matters

Influencer marketing continues to evolve, and brands that treat it as a long-term program—rather than a series of isolated campaigns—tend to see stronger results. Several patterns are shaping how influencer programs operate today.

First, brands are placing more value on content quality and audience fit than on follower count alone. This is partly because niche creators can produce higher trust and stronger engagement, even with smaller audiences. Second, user-generated content is becoming a core asset, not an optional add-on. Many brands now work with creators specifically to produce ad-ready creative because it often performs better than polished studio content.

Third, platforms and regulators are paying closer attention to disclosure and authenticity. Transparency is not simply a best practice; it is a requirement. For telehealth brands, the importance of careful language is even higher because audiences interpret claims about health services differently than claims about consumer goods.

The practical takeaway is simple: the strongest programs are built for repeatability, compliance, and scalable creative output.

Defined ways of identifying influencers

Before launching an influencer campaign, it is important to know who you can trust—whether you are a small oral health brand or a large enterprise. A well-designed influencer program includes clear methods for identifying and evaluating potential partners.

For example, Amazon uses both affiliates and social media influencers, and each program has a defined application process. Because Amazon is a household name, recruitment is relatively straightforward: applicants can learn about the program and apply online. If your brand has enough recognition, this model may work for you as well. Otherwise, you may want to use campaign management and discovery tools designed for larger-scale influencer recruitment. Additional influencer discovery options will be discussed later.

How to Find Creators for Your Influencer Program (Beyond the Basics)

In the early stages of an influencer program, it is smart to start with employees, partners, customers, and fans who already have brand affinity. However, as your program grows, you will need a more systematic way to identify creators who can consistently produce results.

A strong creator discovery process typically includes:

• Identifying the niches and audiences that match your ideal patient profile
• Reviewing content style, communication quality, and brand alignment
• Evaluating engagement patterns and audience relevance
• Confirming that creators can follow guidelines and meet deadlines

For telehealth in particular, it is also important to consider whether creators have experience discussing sensitive topics respectfully. Some creators may have excellent engagement, but their tone may not be appropriate for a healthcare context. Your influencer program should define the most suitable creator profiles and screen accordingly.

Using Facebook’s Ad Library to Spy on Competitors (and Improve Your Influencer Strategy)

One of the most effective ways to understand what is working in your market is to study what competitors are already promoting. Facebook’s Ad Library allows you to review active ads from other brands, which can reveal how they position their offers, what messaging they test, and what creative formats they rely on.

When reviewing competitor ads, pay attention to:

• Whether the creative looks like influencer content or traditional brand creative
• What hooks and promises are used in the first few seconds of the video
• Which objections does the ad address (price, convenience, trust, speed, privacy)
• Whether the ad features a real person speaking directly to the audience
• What landing page language matches the ad claims

For influencer program planning, this research is useful because it shows what kinds of messages platforms approve, what your market is already seeing, and where you can differentiate. It can also reveal whether competitors are using UGC heavily, which is often a sign that it is performing well.

Predetermined methods of influencer compensation

Influencers, like any business professional, need to be compensated. Some prefer cash, others prefer product, and many accept a combination of both. Others are comfortable with performance-based compensation through affiliate links or similar e-commerce tools. Every influencer has a minimum level of compensation they will accept, and each influencer brings a different level of value to your company. To run an influencer program effectively, you need to establish what you can afford and what your maximum limits should be.

At the same time, compensation need not be identical for everyone. Some influencers will be more valuable depending on engagement rates, audience size (micro- or mega-influencers), content quality, platform, niche alignment, and other factors. Regardless of the pricing model, consistency matters. A program that feels unpredictable or unfair can quickly cause frustration and reduce cooperation.

In addition to pricing, you need a defined process for delivering compensation. Payments can be handled as standard accounting line items, but product compensation is often more complicated. Digital products are easy to deliver, while physical products must be shipped. Ensure your internal team has the information and systems needed to fulfill shipments accurately. When fulfillment breaks down, it can damage both your relationship with the influencer and your brand's reach.

Designated personnel

Notice the term designated, not necessarily dedicated. To run an influencer program efficiently, specific people must be responsible for its management. In smaller companies, this may be a senior marketing assistant. In larger organizations, it could require a senior coordinator supported by multiple junior team members. Regardless of team size, consistency is essential.

If influencers are required to speak with different people each time they need support, confusion builds quickly. That experience can drive them to brands that offer a more stable, organized relationship. When influencers feel like they are being treated as interchangeable or faceless, they are less likely to continue working with your company and less likely to represent your products in the way you intend.

Compliance and brand management

Influencer marketing is no longer the “wild West” it once was. In the past, sponsored content was often published with minimal disclosure, but today that approach can have serious consequences. In the United States, the Federal Trade Commission regulates advertising and has made it clear that influencer marketing is considered advertising. To reinforce this, the FTC has published strict rules that both brands and influencers must follow. Few problems can harm a program faster than noncompliance. When regulators become involved, the damage can include not only financial penalties but also public embarrassment and reputational harm.

Compliance also connects directly to brand management. Your influencer program should define boundaries for what influencers can and cannot say. In other words, creators need guidance that protects their brand. There have been unfortunate situations where influencer campaigns backfired due to unclear expectations or inappropriate messaging. With a well-structured influencer program, many of these issues can be avoided, and creators—whether Amazon influencers or fashion influencers—can feel supported while representing your company.

How do I start an influencer program?

Once your brand decides to launch an influencer program, you need to build the system behind it. Depending on your company’s size, the program can be small or large. Very small brands sometimes outsource much of the work to an influencer marketing agency. Even then, significant internal planning is still required to ensure the program aligns with your brand and goals.

Design the program around your marketing goals, collaboration ideas, and incentives

Every influencer program should be carefully designed to maximize effectiveness. At the beginning, the program may be simple. Over time, as you expand and add more creators, complexity tends to increase. During program design, several considerations should guide your decisions.

Marketing goals

Regardless of how you structure your influencer program, it must support your business goals. Brands at all stages of growth need brand awareness at some point, but this is especially important for new companies, brands with smaller market share, or businesses entering a new market. Influencer marketing works well for awareness because a trusted creator introduces your brand to their audience.

In awareness-focused campaigns, brands often ship products rather than pay high fees. They may also offer affiliate codes that allow creators to earn commissions on sales while providing consumers with a discount. This structure benefits both the influencer and the customer while helping the brand generate sales and visibility.

Collaboration ideas

There are many ways to work with influencers. Sponsored posts and Stories remain popular, especially on Instagram, but there are many other formats across different channels. Video content is also highly effective. For example, longer-form videos can support sponsored tutorials, product reviews, or demonstrations. Beauty brands often use YouTube tutorials because makeup and skincare can feel intimidating, and video content helps reduce uncertainty for beginners. Bloggers also remain valuable partners through sponsored reviews and similar content.

Beyond standard content, some brands develop deeper partnerships with larger influencers through product collaborations. In these collaborations, an influencer contributes to product design and co-branding. These arrangements are often popular with fans and help introduce new audiences to the company’s product quality. This type of collaboration is typically better suited to higher-profile creators than to influencers just beginning their journey.

Incentives

For an influencer program to work, influencers must have meaningful incentives. In many cases, incentives are tied to the type of collaboration. Product reviews often involve providing a product or service to the influencer so they can provide an informed opinion. Product design collaborations are more likely to be commission-based and may also include consulting fees. Whatever incentive models you choose, they should be built into the program from the beginning, along with clarity around what content will be created and how it will be used.

Setting Up Incentives That Work (Without Destroying Cash Flow)

Incentives are one of the most important parts of influencer program design, and they are also where brands make costly mistakes. Paying large flat fees too early can drain budget with little return. On the other hand, asking for too much work with too little compensation can damage relationships and reduce results.

A strong incentive system often includes multiple options:

• Product or service access (especially for review-based content)
• Fixed fee per deliverable for creators producing high-effort content
• Affiliate commissions for ongoing performance-based earnings
• Performance bonuses tied to outcomes such as booked appointments or qualified leads

For telehealth, it is often useful to design incentives around qualified actions rather than clicks. This helps align creator content with the kind of audience you actually want to attract.

Above all, define incentive structures up front. When creators know what to expect, collaboration becomes easier, and the program becomes scalable.

Find employees, partners, customers, and fans who are influencers

No influencer program can operate without influencers. While advanced discovery methods become important later, it helps to start with people who already have brand affinity.

These are individuals who already have some relationship with your company. Employees and partners often have a direct interest in the brand’s success. Customers have used your products and can speak from experience. Look especially for repeat customers or those who have made significant purchases, since those behaviors often indicate satisfaction. Fans may not have purchased yet due to price, availability, or other barriers, but they still support your brand. Offering them an opportunity to try your product in exchange for collaboration can be a strong way to launch early partnerships—sometimes even with a simple post or Story.

Do outreach and start conversations to gauge interest

After identifying potential influencers, the next step is outreach. With the exception of existing partners, most people will not know you are launching an influencer program until you contact them.

Outreach can take several forms. For employees, it may be helpful to hold a meeting to explain the program, why it matters, and how participation benefits the company. Employee incentives may differ from those for external influencers, so coordination with HR, legal, and relevant internal stakeholders is important.

For external influencers, consider sending messages through social media or email to introduce the program. You may also create an application page similar to Amazon’s approach. Be sure to clearly explain what the program offers and why it benefits the influencer. If the influencer is already a customer or fan, they may have been waiting for this type of opportunity.

Conversations with influencers often reveal whether your program needs adjustments. You may learn that incentives are too small or that expectations are too demanding. Continue refining until you reach an arrangement that benefits both sides.

Influencer Outreach: Who to Target and How to Approach Them

Outreach is often where influencer programs stall. Brands either reach out to too many creators without clear criteria or they target high-profile influencers who are expensive and difficult to manage. A better approach is to define target tiers based on your goals.

Common influencer tiers include:

• Nano influencers: smaller audiences, often strong trust and engagement
• Micro influencers: more reach, still niche-focused and relatable
• Mid-tier and larger influencers: strong reach, higher costs, often better for awareness

For telehealth programs, nano- and micro-creators are often a strong starting point because they can feel more personal and credible. They also tend to be easier to manage and more flexible with collaboration formats.

When you reach out, focus on clarity and professionalism. Explain:

• Why did you choose them
• What the collaboration involves
• What compensation looks like
• What guidelines and timelines apply
• What is the next step is

If your outreach is too vague, you will attract low-quality responses. If you make it too rigid, you will lose good creators. A program approach balances structure with flexibility.

Create a communication channel to stay in touch

No influencer program can run without an efficient communication channel. Social media messaging may work early on, but it becomes difficult to manage at scale. Over time, it is better to establish a more organized channel.

Slack can work well and foster a sense of community among influencers. A private Facebook group can support discussion and content sharing. Email provides privacy when exchanging sensitive information. In many cases, using multiple channels can be helpful, as long as communication remains structured and consistent.

Activate your influencers through popular collaborations

Once your influencer program is designed, you can begin activating influencers. There are many collaboration options, but when starting out, it is often best to keep things simple. As the program grows and you identify high-performing influencers, you can increase complexity over time.

Gift product for sponsored content or product reviews

Product gifting has been a common approach since the early days of influencer marketing. It is easy to implement and has relatively low financial risk. It also helps influencers provide informed content. However, it may not fit every influencer type. Fans may be receptive to gifting, while employees and partners may require different incentive structures.

Have influencers create user-generated content for internal use

In this model, influencers are typically paid in cash for content creation. By purchasing user-generated content, you reduce the burden on your internal creative team. Repurposing influencer-created content across your website and marketing channels can also increase traffic and create cross-promotion opportunities through shared links and visibility.

UGC Creators: What They Are and Why They Matter to Telehealth Ad Creative

UGC creators are not always “influencers” in the traditional sense. Many UGC creators do not have large followings, and that is not the point. Their value lies in their ability to produce authentic, relatable content that brands can use across ads, landing pages, and social channels.

For telehealth brands, UGC is especially valuable because it can communicate comfort and credibility. Instead of a brand claiming, “This is easy,” a UGC creator can demonstrate what the experience feels like and address concerns in a natural way. This format often reduces skepticism and improves engagement.

A well-designed influencer program can include a UGC track with:

• Clear deliverables (number of videos, variations, lengths)
• Usage rights and timelines (where content can be used and for how long)
• Messaging guidelines to avoid risky claims
• A defined review and revision process

Many brands find that UGC is one of the most reliable outputs of an influencer program, because the content can be repurposed and tested across paid channels.

Create coupons and enroll interested influencers as affiliates

There are also ways to provide value beyond direct payment. Some brands send “PR packages” in hopes of organic reviews, but there are additional options.

Coupons or discounts can show appreciation and help influencers continue using your products. This can be especially helpful for smaller influencers who are still expanding their networks and building content consistency.

Affiliate opportunities can provide longer-term earning potential. Influencers can include affiliate links in multiple pieces of content, even outside formal sponsorships. This allows creators to earn on an ongoing basis, while the brand benefits from continued exposure and sustained sales.

Optimize your influencer program

After running your influencer program for a while, you may need to introduce new features and recruit new influencers. Influencers regularly change directions, and audiences evolve as well. For that reason, evaluation and improvement should be part of your system.

Conduct performance reviews

In addition to reviewing overall program performance, you should evaluate individual influencers. When onboarding new influencers, set expectations about review timing. Many programs conduct annual reviews, but other intervals may work better depending on your brand and influencer agreements.

During reviews, evaluate whether the influencer meets performance standards and whether the partnership should be renewed. If your program has multiple tiers, reviews can also be used to move influencers up or down tiers based on results.

Recruit new members

As influencers leave your program or are removed for performance, you need a plan to bring in new creators. As you grow, recruitment becomes a continuous process. When selecting new influencers, consider followers, engagement rates, niche alignment, and content quality.

Ideally, new influencers should meet many of the same criteria as the original group. The difference is that as the program expands, fewer new recruits will have strong brand affinity, making your screening process even more important.

Influencer program examples to inspire you

Sometimes it helps to review how other organizations structure influencer programs. Here are several examples that highlight different approaches.

Rev

Rev is a transcription and closed captioning service used across social media, video, and other platforms. Rev’s influencer program is presented clearly, with incentives and benefits explained upfront. Participants earn through affiliate and referral income, including an upfront bonus for each referral made via a referral link, as well as additional earnings from ongoing referrals. Payments are made on a consistent schedule through PayPal, which helps both Rev and the influencers track earnings. Rev also provides qualification standards, including a minimum follower count, and offers tools for tracking referrals and performance data.

Logitech

Logitech’s approach is less direct on the surface, largely because it is a parent company with multiple brands and product lines. Influencers are matched to the most appropriate brands based on fit and interest. While many programs emphasize follower count, Logitech focuses more on passion, niche alignment, and what influencers can offer beyond reach alone. This makes sense in tech categories where audiences can be narrower and more specialized, and where relevance often matters more than broad popularity.

National Apartment Association

The National Apartment Association’s approach differs because it focuses on advocacy rather than product sales. Instead of selling consumer products, the goal is to raise awareness and influence public opinion among both officials and the public. In these collaborations, influencers may not be compensated in traditional ways, but awareness can still benefit those with a vested interest in housing issues. In this type of program, influence is tied to community awareness and public engagement rather than direct revenue.

ArtsQuest

ArtsQuest uses an influencer program that often relies on non-cash compensation, including tickets, promotional items, discount codes, and merchandise. The program also retains rights to photos taken at events, allowing content to be reused across marketing channels. ArtsQuest is notable for considering combined followings across multiple platforms and encouraging applications from creators with relatively modest audiences. The program is presented clearly, with benefits and expectations clearly outlined to make participation easy to understand. By compensating creators with tickets and merchandise, ArtsQuest can manage cash flow while still increasing awareness.

Start your influencer program today

Designing and managing an influencer program can be challenging. With so many potential influencers and collaboration types, brands need structure and direction to succeed. Fortunately, with a clearly defined program, influencer marketing becomes far more organized and far more efficient—allowing your team to focus less on confusion and more on results.

References

1. Federal Trade Commission. (n.d.). Endorsements, influencers, and reviews. FTC. https://www.ftc.gov/business-guidance/advertising-marketing/endorsements-influencers-reviews (Retrieved February 6, 2026).
2. Federal Trade Commission. (n.d.). Disclosures 101 for social media influencers. FTC. https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers (Retrieved February 6, 2026).
3. Meta Platforms, Inc. (n.d.). Facebook ads library. https://www.facebook.com/ads/library/ (Retrieved February 6, 2026).
4. Rev. (n.d.). Rev partners program. https://www.rev.com/partners (Retrieved February 6, 2026).
5. Logitech. (n.d.). Change location. https://www.logitech.com/en-us/change-location (Retrieved February 6, 2026).
6. National Apartment Association. (n.d.). National Apartment Association. https://naahq.org/ (Retrieved February 6, 2026).
7. ArtsQuest. (n.d.). ArtsQuest. https://www.artsquest.org/ (Retrieved February 6, 2026).