Walked So ___ Could Run: Building a Solid Influencer Growth Strategy
“Walked So ___ Could Run” is a marketing mantra about starting with simple, small-scale efforts—like micro-influencers or organic posts—before ramping up to bigger campaigns. It ensures you lay a strong foundation that powers faster, more sustainable growth later.
What ‘Walked So ___ Could Run’ Means
“Walked So ___ Could Run” is a play on the classic advice ‘walk before you run.’ In influencer marketing, it reminds brands and creators to master the basics—think micro-influencers, organic content, and low-budget tests—before diving into high-stakes, high-budget campaigns.
Why It Matters for Brands and Creators
1. Cost Efficiency: You save money by testing messaging, creative styles, and targeting on a smaller scale.
2. Data-Driven Decisions: Early insights from micro-campaigns help you refine your approach. You’ll know what resonates before you invest big.
3. Relationship Building: Working with smaller creators often builds stronger, more authentic partnerships that can scale later.
Real-World Examples
- DTC Skincare Brand: Launched with ten micro-influencers at $50 each to promote a new serum. They tracked engagement rates and UGC sentiment. After identifying three standout creators with 8% average engagement, the brand rolled out a larger campaign with those influencers and doubled ROAS.
- Fitness Coach: Posted daily Reels showcasing quick workouts. After hitting 5,000 organic followers, they teamed up with a mid-tier influencer for a co-branded challenge. The jump from solo content to collaboration felt natural, and sign-ups spiked 120%.
Common Misconceptions and Variations
- Skipping Steps: Some brands jump straight to celebrity influencers, hoping for instant reach. Without testing, they waste budget on messages that miss the mark.
- ‘Run’ Means Paid Ads Only: Running can also mean scaling organic efforts—like turning top-performing UGC into TikTok trends or Instagram guides.
- Variation: ‘Walked so we could run’ or ‘Walk before you scale.’ All emphasize gradual growth.
Practical Tips to Apply the Concept
1. Start with a Low-Budget Pilot: Pick 3–5 micro-influencers or a small ad spend ($100–$200). Measure key metrics: engagement rate, click-through, and sentiment.
2. Analyze and Refine: Use simple spreadsheets or tools like Google Analytics to spot patterns. Which captions, visuals, or calls-to-action delivered?
3. Double Down on Winners: Once you’ve identified top performers, negotiate longer contracts or boost their content with paid ads.
4. Document Your Playbook: Keep a living document of what worked—audience demographics, best posting times, hashtag strategies.
5. Scale Strategically: Move from micro to mid-tier influencers, or shift ad budget from $200 to $2,000. Keep testing even as you grow.
By walking—testing small, learning fast—you set yourself up to run powerful, high-impact campaigns without the guesswork. Start simple, track results, then accelerate with confidence.
