The Foundr Podcast with Nathan Chan

516: Why You Shouldn’t Pay Influencers in 2024 | Gretta van Riel


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Listener favorite Gretta van Riel returns to the podcast to share the influencer strategies that helped her scale three million-dollar ecommerce brands. Van Riel chats with Nathan Chan about her early days with SkinnyMeTea and ecommerce milestones, including being featured on Oprah’s “Favorite Things” and winning Shopify’s “Build a Business” contest. Then, she reveals the strategies behind her influencer marketing agency, Hey Influencers, and offers practical advice for early-stage founders on using influencer marketing to scale effectively on a lean budget.


In this episode, you’ll learn:

  • What happened during the first 60 days of SkinnyMeTea
  • To conduct a product-for-post campaign
  • How to negotiate with influencers
  • The tiered micro influencer approach
  • To track conversions through personalized codes and cost-per-click
  • How to do a return for gifting through Instagram Stories
  • Van Riel’s definition of creator vs. influencer
  • Why working with an influencer co-founder is the fastest way to grow
  • The “3 Rs” of finding quality influencers
  • Why Twitch is an influencer gold mine
  • The importance of direct-to-camera selling
  • Why post-purchase surveys help track influencer impact
  • And more influencer marketing tips…


  • Click here to start your business for $1. You’ll get all-access foundr+, where you’ll find more in-depth, proven strategies from founders like our guest today and support and advice from our global community of 30,000 founders.


    If you loved this conversation and learned something new, rate and review this episode.


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