influencer-marketing

Influencer Marketing

Influencer Tiers

Rule of thumb: Micro/nano influencers deliver 60% higher engagement per dollar than macro. Start there.

Identification & Vetting

Discovery sources:

• Platform native search (hashtags, explore, creator marketplaces)
• Tools: CreatorIQ, Grin, Upfluence, Modash, HypeAuditor
• Your own followers and customers (best ambassadors)
• Competitor mentions and tags

Vetting checklist:

• Engagement rate within tier norms (use HypeAuditor to check)
• Audience demographics match your target (location, age, gender)
• Fake follower check (<15% suspicious accounts)
• Content quality and brand alignment review (last 20 posts)
• No brand-damaging controversy (search name + "controversy"/"cancel")
• Previous sponsored content performance and disclosure compliance
• Audience overlap with your existing following (<30% ideal)

See references/vetting-scorecard.md for the full evaluation template.

Outreach

Cold DM/email template:

Subject: Collab idea — [specific thing you liked about their content]

Hi [Name],

Loved your [specific post/video] about [topic] — especially [detail].

I'm [Name] from [Brand]. We [one-line what you do].

We'd love to partner on [specific idea, not vague]. Thinking:
- [Deliverable 1]
- [Deliverable 2]

Compensation: [range or "happy to discuss"]. Would you be open to a quick chat?

[Name]

Key principles:

• Reference specific content (proves you actually follow them)
• Lead with the creative idea, not your brand deck
• Be upfront about compensation — don't waste anyone's time
• Follow up once after 5-7 days, then move on

Contract Essentials

Every influencer agreement must cover:

See references/influencer-contract-template.md for a starter agreement.

Content Approval Workflow

Brief sent → Creator drafts (5-7 days) → Brand reviews (48h) →
Revisions if needed (1-2 rounds max) → Final approval → Publish on agreed date

Approval guidelines:

• Provide clear brief upfront, not vague direction
• Max 2 revision rounds (more kills authenticity)
• Review for: disclosure compliance, factual accuracy, brand safety
• Do NOT rewrite their voice — trust the creator's style

Influencer Brief Template

1. Campaign overview: Goal, key message, target audience
2. Deliverables: Format, platform, quantity, length
3. Key talking points: 3-4 max (not a script)
4. Must-include: Product name, CTA, discount code, link
5. Must-avoid: Competitor mentions, claims you can't substantiate
6. Disclosure: "#ad" or "#sponsored" — visible, not buried
7. Creative references: Examples of tone/style you like (from THEIR feed)
8. Timeline: Draft due, publish window, reporting period

See references/creative-brief-template.md for the full document.

Compliance: FTC & EU Requirements

FTC (US):

• Disclosure must be clear and conspicuous — "#ad" at the START of captions
• "Thank you [Brand]" is NOT sufficient disclosure
• Video: verbal disclosure within first 30 seconds
• Stories: text overlay on EACH story frame, not just the first

EU (GDPR + national laws):

• Similar transparency requirements; varies by country
• Germany: strict — must label as "Werbung" (advertising)
• UK ASA: "#ad" required, must be immediately obvious

Platform-specific:

• Instagram/TikTok: use built-in "Paid Partnership" tag AND text disclosure
• YouTube: check "contains paid promotion" box AND verbal disclosure

ROI Tracking Setup

For every campaign, set up:

UTM link:    ?utm_source=influencer&utm_medium=[platform]&utm_campaign=[creator-name]
Promo code:  [CREATORNAME15] — unique per influencer
Affiliate:   Platform-specific tracking link (Impact, PartnerStack, etc.)

Attribution tracking:

• Direct: UTM clicks, promo code redemptions, affiliate conversions
• Indirect: Brand search lift, social mentions, follower growth during campaign
• Assisted: Multi-touch attribution if your stack supports it

Platform Strategies

Campaign Measurement Framework

Ambassador Programs vs One-Off Campaigns

Ambassador program structure:

• 3-6 month minimum commitment
• Monthly content cadence (2-4 posts)
• Exclusive perks: early access, product input, events
• Performance reviews quarterly with option to renew

See references/ambassador-program-framework.md for the full playbook.