What is an Influencer Shoutout?

How influencers earn money is one of the most searched terms online. Yet, few influencers start off their career journey with money in mind.

For most, their foray into the influencer world starts with true passion and a desire to build an audience around the content they create. Yet, there comes a point in every influencer’s life when money does enter the picture. What once was a hobby quickly becomes more – a career and a source of income.

So, how do they do it? How influencers earn money, turning engagements and impressions into cash, seems like a forbidden science, but we’ve broken it all down into easily digestible steps. 

Read on to find out the many ways influencers can earn money from their content and how you can join in on the fun. 

What Exactly is an Influencer Shoutout?

An influencer shoutout is a brief mention or feature of a brand, product, or service by an influencer on their social media platform. It’s typically less involved than a full influencer campaign and doesn’t require long-term contracts or deep brand integrations.

Shoutouts vs. Full Influencer Campaigns

• Shoutouts are one-time or short-term mentions, often posted as stories, feed images, or short video clips.
• Campaigns involve long-term collaborations, storytelling, and multiple deliverables.

Shoutouts can be found on platforms like:

• Instagram: Stories, Feed Posts, Reels
• TikTok: Short-form videos with tags or product mentions
• YouTube: Mentions during videos or in descriptions
• Threads/X (formerly Twitter): Short-form written shoutouts or link shares
  

@allthingsmediasis

Are huge macro followers still overly important 🤷‍♀️ #ukcreatives #influencers #contentcreation

♬ original sound – Shola West 💛

Types of Influencer Shoutouts

There are several formats & styles of influencer shoutouts, each offering different levels of visibility and engagement. Here are the most common types:

1. Story Shoutouts: These are temporary mentions, usually lasting around 24 hours on platforms like Instagram and Meta. They can include links, tags, and product features, and are ideal for flash sales or quick promos.

Example: An influencer posts an Instagram Story wearing your T-shirt and tags your brand.

1. Feed Post Shoutouts: These posts live permanently on an influencer’s profile. They typically include a photo or carousel with a caption that mentions your brand.

Example: A fashion influencer posts a photo wearing your brand’s shoes and tags you in the caption.

1. Video Mentions: Influencers may mention your brand within the context of a longer video, and so can usually be found on YouTube and TikTok.

Example: A YouTuber unboxes your skincare products and gives a brief review in their vlog.

1. Giveaway Collaborations: This is where influencers host a giveaway, calling out that your brand is providing the product(s).

Example: “Follow @yourbrand and tag 3 friends to win this beauty box!”

1. Cross-Promotion Shoutouts: Mutual shoutouts between influencers or brands that are often mutually exclusive and beneficial, and so don’t involve payment.

Example: Two small fashion brands mention each other on Stories to capitalise on combining their existing audiences.

https://www.instagram.com/p/DOGO49qjaua/?img_index=1 

Why Influencer Shoutouts Work

Influencer shoutouts are popular for a reason; they’re simple, effective, and relatively low-cost compared to full influencer marketing campaigns. 

Here’s why they work:

• Social Proof & Trust: Audiences trust influencers’ recommendations. A shoutout can validate your brand quickly.
• Immediate Reach: You get instant exposure to the influencer’s followers.
• Lower Cost: Unlike full campaigns, shoutouts are often more affordable and scalable.
• Growth Potential: Ideal for increasing followers, product visibility, and web traffic.
• Community Leverage: You’re tapping into an already built and engaged community.

@alexakosior

I work in influencer marketing and here’s what you need to know if you want to be getting reached out to my brands🫶🏼 #influencermarketinghub #influencermarketingtip #microinfluencertips #influencertips #influencermarketing

♬ original sound – Alexa Kosior

How to Choose the Right Influencer for a Shoutout

Picking the right influencer is crucial to success. Here’s what to look for:

1. Define Your Target Audience: Know who you’re trying to reach (Age, interests, location, etc.) Choose influencers with a following that matches this audience
2. Check Engagement, Not Just Follower Count: Micro-influencers (10K–100K followers) often have better engagement than large accounts. Look at likes, comments, and shares relative to their following.
3. Genuine Connection: Ideally, work with influencers who already like or use your product. Organic recommendations perform better.
4. Authenticity & Tone: Make sure their content style and tone match your brand’s voice. A forced or fake shoutout won’t resonate and may negatively impact you rather than positively.
5. Niche Relevance: The influencer should operate in a niche related to your product or have an obvious reason for the shout-out. Relevance and reason drive authenticity and conversion.

@brooklynandbailey

Just wanted to shout out some women who are killing it for international women’s day! #women #internantionalwomensday #favoritecreators

♬ original sound – Brooklyn and Bailey

How to do an Influencer Shoutout

Step 1: Research Relevant Influencers

Spend time identifying influencers that fit your brand. Use:

• Instagram’s Explore & Search tools
• TikTok Creator Marketplace
• YouTube search & suggested videos
• Influencer databases like Aspire, Upfluence, or HypeAuditor
  

Step 2: Reach Out Professionally

Start with a polite, professional, and personalised message, preferably via email, which can usually be found in a person’s bio. 

Tips for Outreach:

• Keep it short, but informative
• Focus on how it is mutually beneficial for everyone
• Be specific about your ask
  

Step 3: Decide on Compensation

Not all influencers will accept free products. Compensation models include:

• Free Product: May work with nano- or micro-influencers, but can be seen as unprofessional if the ask is large.
• Paid Shoutouts: Prices range depending on follower count and engagement. Always negotiate fairly.
• Barter/Mutual Promotion: Especially popular with smaller accounts.
  

Step 4: Set Clear Expectations

Once the influencer agrees:

• Define the format (Story, Feed Post, Video)
• Confirm tags, hashtags, and links
• Set a posting timeline
• Ask for insights or performance analytics post-shoutout

https://www.instagram.com/p/DG6ST6VyFGd/

Dos & Don’ts for a Successful Influencer Shoutout

Conclusion

Influencer shoutouts are a powerful and budget-friendly tactic for boosting brand awareness, engagement, and growth. They provide a faster, more straightforward alternative to full-scale influencer campaigns while still leveraging the trust and influence that creators have built within their communities. 

To succeed with influencer shoutouts, it’s essential to choose influencers with relevant audiences, communicate clearly by setting expectations upfront, and consistently track and optimise results. With a thoughtful and strategic approach, influencer shoutouts can evolve into a reliable and scalable method for long-term brand growth.

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If you want to find industry insights, visit our influencer marketing and social media blogs.

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