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  • Writer's pictureHeather Marcella

Harnessing the Power of Local Influencers on Instagram and TikTok for Your St. Louis Business

Updated: Apr 29

In the vibrant streets of St. Louis, social media platforms like Instagram and TikTok are quickly changing how consumers discover local businesses, from trendy eateries to boutique retail shops. More than ever, people are turning to these platforms not just for connection, but as a dynamic source of information on what's happening locally. This shift presents a golden opportunity for small business owners to tap into the community through local influencers who have their fingers on the pulse of St. Louis's diverse scenes—be it the buzzing restaurant culture or weekend activities.

influencer partnerships for st. louis business

The Rise of Local Influencers

Gone are the days when commercials, radio spots, or celebrity endorsements were the mainstay of influence. Today, local influencers—real people with a dedicated following who share a genuine love for their community and its offerings—drive engagement and trust. These individuals celebrate the spirit of St. Louis, from food bloggers passionate about the restaurant scene to lifestyle influencers who showcase the best things to do over the weekend. Their authenticity and local insight create a powerful connection with their audience, making them ideal partners for small businesses aiming to boost visibility and credibility.

Finding the Right Influencers on Instagram and TikTok

Targeted Discovery: Use Instagram and TikTok's search and explore features to find influencers who are already engaging with local content. Look for hashtags such as #STLfoodie, #ExploreStLouis, or #STLevents to see who is leading conversations.

Engagement Matters: Focus on influencers whose posts generate genuine interaction and conversation, not just those with the largest following. Engagement metrics like comments and shares indicate how much influence they have over their audience.

Relevance and Reach: Choose influencers whose style and audience align with your brand. Their followers should ideally be your potential customers.

Reaching Out to Influencers

Craft a personal connection in your outreach, emphasizing your commitment to the St. Louis community. Here’s a sample template:

Hi [Influencer’s Name],

I’m [Your Name] from [Your Business], a [describe your business] based right here in St. Louis. We love your posts about [specific content they post about], and your passion for [a relevant topic] truly resonates with us. We believe there’s an amazing connection between your content and what we offer. Could we explore a collaboration to bring exciting and exclusive content to your followers and our customers?

Looking forward to possibly working together!


[Your Name]

Setting the Stage for Successful Collaborations

Content Variety: Encourage a mix of posts, including Instagram stories, TikTok videos, and static posts. Each format reaches audiences in different ways, maximizing exposure.

Authentic Integration: Influencers should integrate your offerings naturally into their content, whether it’s a visit to your restaurant or a review of your services, capturing the essence of the St. Louis vibe.

Crafting Effective Influencer Partnership Contracts

When you decide to work with an influencer, it's crucial to have a detailed contract that spells out every aspect of the partnership. This sets expectations and helps ensure that both parties are on the same page. Here’s how to define the content requirements in your influencer contracts, especially focusing on the types and numbers of posts on platforms like Instagram and TikTok:

Type and Number of Social Media Posts:


  • Static Posts: Agree on 2-3 posts that feature your products or services. These should include high-quality images with captions that tell your brand’s story or share an experience directly related to your business.

  • Stories: Plan for 5-7 stories spread across the campaign duration. These can be more casual and provide a 'behind-the-scenes' look at your business or capture live reactions and testimonials.

  • Reels: Request 1-2 Reels that creatively showcase your business, whether through a mini-tour, a tutorial, or a fun challenge that resonates with your brand identity.


  • Videos: Since TikTok is highly video-centric, arrange for 3-4 videos highlighting your business's different aspects. These could range from educational content about your products or services to entertaining videos that align with current trends but still tie back to your brand.

  • Content Guidelines: Provide specific guidelines about the posts' theme, tone, and style. Mention any key messages or hashtags that should be included. Ensure the influencer understands what kind of imagery, language, and overall aesthetic you expect in their content.

  • Performance Metrics: Define how you will measure the success of the influencer's posts. This could include tracking engagement rates, click-through rates, and the usage of promo codes or referral links.

  • Timeline and Frequency: Specify the timeline over which the content should be distributed. Staggering the content delivery can help maintain audience engagement over a longer period.

  • Rights and Usage: Clarify the rights regarding the content created. Specify if and how you wish to use the influencer's content in your marketing materials, such as on your website or in promotional ads.

By clearly outlining these elements in your influencer contracts, you can ensure a smooth collaboration that benefits both your business and the influencer. This structured approach not only helps maintain consistency across different platforms but also achieves the desired impact from your influencer marketing campaigns.

Find an Influencer that Fits Your Brand

Are you ready to connect with St. Louis's vibrant community and showcase what makes your business unique? At Hot House Digital, we specialize in linking local businesses with micro-influencers who are as passionate about our city as you are. Our expertise can help you navigate the bustling world of Instagram and TikTok, ensuring your brand resonates with the right audience. Contact us today to learn how we can help your business thrive through targeted influencer collaborations.

Let’s make your business a local favorite on social media - and in real life!

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