Influencer marketing

Influencer Marketing

Influencer Tier Overview

Tier	Followers	Avg Engagement	CPE	Best for
Nano	1k–10k	5–8%	Low	Niche authenticity, local
Micro	10k–100k	2–5%	Low-Med	Targeted communities
Macro	100k–1M	1–2%	Medium	Brand awareness
Mega/Celebrity	1M+	0.5–1%	High	Mass reach

Rule of thumb: Micro-influencers deliver 60% more engagement per dollar than macro for B2B/niche products.

---

Influencer Vetting Checklist

Audience Quality

• Follower growth looks organic (no sudden spikes)
• Engagement rate matches tier benchmark
• Comments are genuine (not generic "Great post!")
• Audience location matches target market
• Check with HypeAuditor / Modash / Upfluence for fake follower %

Content Fit

• Content style matches brand voice
• Posts about relevant topics (not everything)
• No controversial past content (search "[name] controversy")
• Discloses paid partnerships properly (#ad, #sponsored)

Performance Signals

• Ask for media kit with past campaign metrics
• Request: average views, click-through rate on links
• Check: story views vs feed post engagement ratio

---

Outreach Email Templates

Cold Outreach (Nano/Micro)

Subject: [Product] × [Their name] — quick collab idea?

Hi [Name],

Love your content on [specific topic] — your post about [specific post] 
was spot on.

I work at [Company]. We built [Product] — [one sentence what it does].

Think your audience would genuinely find it useful because [specific reason].

Would love to send you free access + a small fee for an honest post/story.
No script, just your real take.

Interested? Takes 2 min to reply.

[Your name]

Partnership Pitch (Macro)

Subject: Partnership opportunity — [Company] + [Their brand]

Hi [Name / Manager],

I'm [Name], [Title] at [Company]. We help [ICP] with [value prop].

We're running a Q[X] creator campaign and [influencer name] is our top choice 
given their [specific audience / content angle].

We're offering:
- $[X] flat fee for [deliverables]
- [Free product / trial / commission] on top
- Full creative freedom within brand guidelines

Our audience is [X] and we've seen [metric] from similar campaigns.

Can we schedule a 15-minute call this week?

[Your name] | [Company] | [phone]

---

Campaign Brief Template

CAMPAIGN BRIEF

Brand: [Company Name]
Product: [Product Name]
Campaign goal: [Awareness / Signups / Sales]
Target audience: [Description]

Deliverables:
- [X] Instagram Reels (30–60 sec)
- [X] Stories with link sticker
- [X] TikTok videos
- [Optional] Blog post / YouTube review

Key messages (must include):
1. [Message 1]
2. [Message 2]
3. [CTA: "Try free at [URL]" or use code [CODE]]

Prohibited:
- Mentioning competitors by name
- Making health/financial claims
- Showing beta/unreleased features

FTC Disclosure: All posts must include #ad or #sponsored at the start

Timeline:
- Draft due: [Date]
- Feedback window: 48 hours
- Go live: [Date]

Tracking:
- Use link: [unique UTM link]
- Promo code: [INFLUENCERNAME15]

Payment: $[X] within 30 days of content going live + performance bonus if [metric]

---

Performance Metrics

Primary KPIs

Metric	Formula	Target
Reach	Unique accounts reached	> [X]
Engagement rate	(Likes + Comments + Shares) / Reach	> 2%
CPE (Cost per engagement)	Spend / Total engagements	< $[X]
Click-through rate	Clicks / Reach	> 1%
CPA (Cost per acquisition)	Spend / Conversions	< $[X]
EMV (Earned media value)	Engagements × $[benchmark]	> spend

Tracking Setup

• Unique UTM per influencer: ?utm_source=influencer&utm_medium=social&utm_campaign=[name]
• Unique promo code per influencer
• Pixel or conversion API for purchase attribution
• Check: GA4 / Shopify / Stripe conversions within 7-day window

---

FTC Compliance

Required Disclosures

• Must disclose at the start of the caption or video (not buried after "more")
• Acceptable: #ad, #sponsored, #partner, Paid partnership with [Brand]
• NOT acceptable: #collab, #gifted alone, placing after multiple hashtags

Platform-Specific

• Instagram: Use "Paid partnership" label in settings + hashtag
• TikTok: Use "Paid partnership" toggle + #ad
• YouTube: Check "Paid promotion" box + verbal disclosure in video

---

Long-Term vs One-Off Partnerships

Factor	One-off	Long-term (ambassador)
Cost	Lower upfront	Higher total
Authenticity	Lower	Higher
Audience trust	Single spike	Compound growth
Content volume	1–3 posts	6–24+ posts
Metrics	Reach/clicks	Brand lift + conversion
Best for	Launch / experiment	Core growth channel

Ambassador contract elements:

• Exclusivity clause (no direct competitors for X months)
• Deliverables per month
• Approval rights
• First right of renewal
• Performance incentives

---

Campaign Workflow

Week 1: Identify + vet 20 candidates → shortlist 5
Week 2: Outreach → 3 interested → 2 contracts signed
Week 3: Brief + asset delivery → draft review
Week 4: Content goes live → monitor
Week 5: Report → optimize → renew or sunset