Social media has been around for over a decade, but it continues to transform the world of sales.
Social platforms have introduced entirely new ways of selling products and services, and they’ve also ushered in a new type of salesperson: the Social Media Influencer.
Everyday individuals with a knack for sales can make a good living promoting themselves on Instagram, Facebook, LinkedIn, X, and (at least for now) TikTok.
There is a lot to be learned from these social sellers. In fact, looking at a few social media influencer examples, we can identify some solid sales strategies that go well beyond social media and apply to all types of sales professionals across every vertical.
We’ll get into all that, but if you’re interested in becoming a pro salesperson, don’t miss these other articles:
Now, let’s look to our social media influencer examples to learn more about sales in the modern age.
1. Build authentic relationships before all else
Have you ever been scrolling through TikTok or Instagram reels, and you come across a new influencer you’ve never heard of trying to sell you something?
Unless the product is something you’ve already been searching for, you’re not likely to buy.
Social media influencers are only successful when they’ve already established themselves as trustworthy in the eyes of the audience.
If your audience doesn’t know you—what you like, what your style is, what you stand for—they aren’t going to listen to you when you suggest they purchase a product or service.
This is true whether you’re selling on social media platforms, on the phone, or face-to-face. In every instance, your first order of business should be showing your audience why you are the right person to trust and listen to.
Building trust takes time and consistent effort. On social media, successful influencers make lots of non-promotional posts that show off their knowledge, abilities, style, and beliefs. They create entertaining content that adds value to their followers’ lives before ever asking for a sale.
For example, TikToker Jake Shan grew a TikTok following of 3.4 million (and counting) by creating short, hilarious sketches based on suggestions from his followers. He’ll select a comment from a previous video, and then turn that comment into a sketch:
Engagement matters too. Social media influencers leave thoughtful comments, host “ask-me-anythings” and collaborate with their followers. On non-digital sales channels, like the phone or in-person, you can do this by establishing rapport, being vulnerable and honest, and actively listening to your sales prospects.
Your audience needs to see you as more than just someone trying to make a sale. They need to view you as a trusted advisor, someone who understands their needs and has their best interests at heart.
2. Solve real problems through value-first content
The best social media influencers understand that their success depends on the value they provide to their audience.
Take fitness influencers, for example. The successful ones create comprehensive workout guides, share nutrition tips, and build entire communities around health and wellness. Their product recommendations come naturally because they’ve already proven their expertise.
This value-first approach translates directly to sales. When you focus on solving problems first, selling becomes easier because you’ve already demonstrated your worth.
I’ll use myself as an example here, as I’m somewhat of an influencer (in a very small way) on LinkedIn. There, I regularly share industry insights, connect prospects with useful resources, and help them navigate challenges—even before making a pitch. This builds credibility through expertise and genuine helpfulness, so that when people need my services, they’ll come to me.
Good salespeople study their market deeply. They research industry trends, understand common challenges, and develop genuine solutions. They become problem-solving partners rather than just vendors.
Look at financial influencer Mark Tilbury, who has millions of followers on his YouTube channel, which mostly consists of videos where he shares money tips and advice. Later in some of the videos, he promotes his services, but mostly it’s just sound advice from an expert.
This problem-solving mindset shifts the entire sales dynamic. Instead of pushing products, you’re pulling customers toward solutions that genuinely improve their lives or businesses. You become a valuable resource they return to again and again.
3. Size and fame don’t determine success
Most people think of mega-influencers like Mr. Beast or Charli D’Amelio when they think of social media success. But micro-influencers with smaller, dedicated followings often achieve impressive results.
A beauty influencer focused on sustainable, eco-friendly products might have just 15,000 followers, but those followers trust their recommendations completely and engage with every post because they share the same values and concerns.
The same principle applies to traditional sales. The most successful salespeople often focus on cultivating deep relationships with a select group of clients rather than maintaining shallow connections with hundreds.
Consider a real estate agent who specializes in luxury condos in a specific neighborhood. They might close fewer deals than agents who work across the entire city, but their expertise in that specific market allows them to command higher prices and win more referrals.
This targeted approach lets you become an expert in your niche. You learn the exact language your market uses, understand their specific challenges, and deliver precisely what they need.
Many sales professionals worry about limiting their potential by focusing too narrowly. But specialization often leads to greater success. When you understand your specific market deeply, you can provide better service, close deals more effectively, and build a reputation that brings clients to you.
Find your sweet spot. Maybe you excel at helping small businesses streamline operations, or perhaps you understand the unique needs of startup founders. Whatever it is, embrace your niche and own it.
The goal isn’t to be everything to everyone. Success in sales, like success in social media, comes from being exactly what your specific audience needs.
4. Diversify your sales channels
The recent drama around TikTok’s potential ban in the U.S. teaches an important lesson about relying too heavily on any single platform. Millions of creators who built their entire business on TikTok now face uncertainty about their future.
Social media platforms change constantly. Twitter became X. Instagram shifted its focus to Reels. Facebook’s organic reach declined dramatically. Smart influencers adapt by building a presence across multiple platforms and developing direct connections with their audience through email lists and websites.
Take Aaron Parnas, a young journalist who built an enormous following sharing news updates on TikTok during the 2024 election. In the face of the TikTok ban, Parnas diversified his following, moving to Instagram and creating a Substack that quickly became one of the most subscribed-to Stacks on the platform.
Sales professionals face similar risks when they rely too heavily on one channel or method. A sales rep who only closes deals through in-person meetings might struggle when their territory moves remote. Someone who only sells through cold calling might miss opportunities with younger buyers who prefer digital communication.
Successful salespeople master multiple channels. They’re equally comfortable selling face-to-face, over the phone, through email, or via video calls. They understand when to use each method and how to adapt their approach accordingly.
Beyond communication channels, diversification means developing multiple lead sources. Referrals, networking events, social media, content marketing, and partnerships all play a role in a robust sales strategy.
Remember Vine? The platform disappeared practically overnight, taking many influencers’ audiences with it. Those who survived had already built strong presences elsewhere. In sales, having multiple channels isn’t just about maximizing opportunities—it’s about ensuring your long-term survival in an ever-changing landscape.
The most resilient salespeople, like the most successful influencers, never put all their eggs in one basket. They constantly explore new channels while maintaining strength in proven ones.
5. Consistency beats perfection
Social media influencers who post sporadically, waiting for the perfect lighting or optimal timing, often fade into obscurity. Meanwhile, creators who maintain regular posting schedules build momentum and grow their audiences steadily.
Look at lifestyle vloggers who commit to daily uploads. Their individual videos might not always be masterpieces, but their consistent presence keeps viewers engaged and coming back for more. They understand that maintaining connection matters more than achieving perfection.
For a great example, look at Maya Leinenbach, the vegan influencer behind Fitgreenmind. On her various platforms (Instagram, TikTok, YouTube), she posts almost daily content featuring recipes and cooking tips. She even did a daily post every day during the month of January this year, to help her followers get lots of cooking ideas for the new year (and to start off 2025 with a nice bump to her web presence).
This principle translates directly to sales. Many new salespeople wait for the perfect pitch, the ideal moment, or complete mastery before taking action. But successful sellers know that consistent effort trumps sporadic excellence.
A regular cadence of customer touchpoints builds relationships more effectively than occasional grand gestures. Simple check-in calls, brief email updates, or quick LinkedIn messages maintain connections and keep you top of mind.
Consider the mortgage broker who sends monthly market updates to their client base, or the software sales rep who regularly shares industry news with prospects. These consistent touchpoints demonstrate reliability and build trust over time.
The key is setting sustainable routines. Start with manageable goals—maybe three prospecting calls daily or five meaningful client interactions per week. As these become habits, gradually increase your activity level.
Like content creators who batch-film videos to ensure consistent posting, successful salespeople block time for regular prospecting, follow-ups, and relationship building. They create systems that enable consistency rather than relying on bursts of motivation.
Remember: your competitors might occasionally make spectacular plays, but the steady performer who shows up every day usually wins in the long run.
6. Adapt your message to your audience
Watch how skilled social media creators adapt their content across platforms. A creator might post polished, aspirational content on Instagram, share quick tips on TikTok, and engage in detailed industry discussions on LinkedIn. Each platform demands its own approach.
Beyond platform differences, top influencers adjust their messaging based on audience segments. A gaming influencer speaks differently when reviewing complex PC builds versus discussing casual mobile games. A finance creator shifts tone between explaining basic budgeting and analyzing advanced investment strategies.
This adaptability is crucial in sales. Take my experience in SEO and content marketing—I completely shift my approach based on who I’m talking to. With small business owners new to digital marketing, I focus on fundamental concepts and quick wins. For enterprise clients with established SEO programs, I dive into technical strategies and advanced optimization techniques.
The landscape constantly changes too. When AI transformed content marketing in 2023, I adapted my messaging to address new concerns about automation while emphasizing the continued importance of human expertise and strategy.
Your pitch should reflect your prospect’s knowledge level and priorities. A tech-savvy startup founder might appreciate detailed product specifications and API capabilities. A busy executive needs high-level benefits and strategic advantages.
Stay alert to changing market conditions too. Economic shifts, emerging technologies, or new regulations can completely change what buyers care about. Top performers constantly refine their approach based on these evolving needs.
The key is maintaining authenticity while adjusting your delivery. Your core value proposition stays consistent—you’re just packaging it in ways that resonate with different audiences.
7. Test and measure everything
Successful social media creators obsess over their metrics. They track engagement rates, analyze which content performs best, and study their audience demographics. Through constant testing and measurement, they understand exactly what resonates with their followers.
Smart creators use analytics to inform everything from posting times to content themes. They might notice morning posts get more engagement, or that behind-the-scenes content outperforms polished productions. These insights shape their strategy.
Sales requires the same data-driven approach. Track your key performance indicators: conversion rates, average deal size, sales cycle length, and follow-up response rates. This data reveals what’s working and what needs adjustment.
Keep detailed records of your interactions. Which email subject lines get the highest open rates? What times of day yield the best response rates for calls? Which presentation styles lead to more closes? Use this information to refine your approach.
Many salespeople trust their gut (and not much else), but the top performers combine instinct with data. They know exactly which strategies generate the best results because they measure everything.
Set up systems to track your numbers. Many CRM platforms offer robust analytics. Use them. Test different approaches, measure the results, and continuously optimize your process.
The worlds of social media influence and traditional sales aren’t so different. Both require authenticity, consistent effort, and a deep understanding of your audience.
Start implementing these strategies today. Pick one area to focus on first—maybe it’s building more authentic relationships or tracking your metrics more carefully. Remember, the most successful salespeople, like the most successful influencers, never stop learning and adapting.
