Launch an influencer campaign for sourdough kit subscriptions
I scroll Instagram, TikTok, and YouTube under a fresh account if I’m marketing a sourdough kit subscription. I try to put myself in this person’s shoes: the client's customer is US English, 26-42, already bounced off a dead starter in the fridge and a YouTube bake that wasted a Saturday, watches 'I killed my starter' and Saturday-bake-fail videos at the kitchen scale. Linger, save, like, and comment as if I were them. Once the algorithm is trained I take whoever keeps showing up. Ideally over 50k average views. Below that they quote $700 a post for 1k views. That’s a money sink.
You already have the client. You keep the retainer. I scroll Instagram, TikTok, and YouTube as your client's customer on real phones. Scout is $1,500/month. We find creators. Outreach is $2,500 if I should send the emails. Dealmaker is $5,000 if I should negotiate and paper the deal. Creator pay is extra. No demo. No download guarantee. I wrote the long version at How I find influencers.
Where people actually look
How I actually launch
01
Not a demographic. The jar in the fridge is a science experiment I am afraid to open. They already tried a starter they killed, a YouTube bake that ate Saturday, and a grocery loaf they felt guilty buying. Skip the homestead creator who already has a 20-year starter and will mock a kit. Adjacent is killed starters, Saturday fails, not homestead flex. Steal the brief if you want.
02
Fresh account. Real phones. Instagram, TikTok, and YouTube. Linger, save, like, comment as if I were them. Once the algorithm is trained I take whoever keeps showing up. Ideally over 50k average. Example: someone pouring a gray starter down the sink. Signal: the same killed-starter face two Saturdays.
03
I prefer email. The contact is usually in a small apartment-bake bio. Just send a short note. Name a real video. Ask for the phone number. Don’t start the deal over email. Homestead bakers quote cookbook rates. If they won’t give a number, move on.
04
Pay $X for N posts with a floor of Y views. An example that is easy to hold: $2000 / 4 posts / 1M views. Then send the contract while it’s still fresh. The kit contents on the scale, not a stock loaf. Mix the kit, show the ship window, drop the code.
Why most first sourdough kit subscriptions campaigns stall
01
Homestead bakers quote cookbook rates. You needed a lot of other names so you could move on. Killed-starter rants already have the audience; a kit that gets them one loaf this week is the demo.
02
People tag #sourdough when they want brands to find them. A database tells you who exists. Your customer lives in a feed you never opened. A crumb-shot with no kit on the counter.
03
Many times I have read something unprofitable like “$700 a post” from a creator that gets 50k views. On a call I can explain a Minimum View Guarantee. Over email you just get the first number. Do not ask for an 11-hour documentary. Ask them to mix this week's kit.
What you actually buy
Every plan includes the scrolling. Pay more and I do more of the emailing and the paperwork. Creator pay is extra. No demo. No download guarantee. The client's live subscription with a real ship window.
Scout
$1,500/month
We find creators.
Most people start here
Outreach
$2,500/month
We find relevant creators, and do outreach.
Dealmaker
$5,000/month
Outreach, then negotiation and contracts.
Billed monthly, cancel anytime. Creator compensation is not included. You approve every creator and every rate. Measurement is codes on a live kit checkout.
Questions
You can learn vocabulary that way. People tag what they want brands to find. I still scroll as your client's customer on a fresh account and take whoever keeps showing up. The method essay is How we find creators by scrolling a real TikTok avatar.
No. Anyone who does is lying or running paid. I do the scrolling and, on Outreach and Dealmaker, the contacting. You still approve every creator and every rate. Talent is extra. No demo. No download guarantee.
Homestead bakers quote cookbook rates. I want roughly 50k average views or the economics usually break. Below that, $700 a post for 1k views is a money sink. On a call I can explain a Minimum View Guarantee. Example: $2000 / 4 posts / 1M views. Over email you just get the first number. If they will not give a number, move on. If you do this right, ie at scale, you will have many other creators to choose from.
No. It is a different job. The tag is homestead bakers and cottage-core sets. I read the session your client's customer actually gets served. Product page for the general job: campaigns.