What is influencer marketing?
Influencer marketing is a collaboration between a business and a creator who has an audience. The creator introduces or demonstrates the offer through agreed content.
Influencer Marketing
Work with creators whose audience and approach fit your business, with clear expectations for content and measurement.
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Understand influencer marketing.
Why does audience fit matter?
Follower count alone does not tell you whether a partnership is relevant. Look at who follows the creator, what they engage with and whether the content fits your offer.
What can a campaign include?
A campaign can involve creator research, outreach, briefs, approvals and reporting. Deliverables might be demonstrations, short videos, stories or longer reviews, depending on the agreement.
How should the partnership be planned?
Agree the message, deliverables, schedule, payment, review process and how content may be reused. Make commercial relationships clear to the audience.
Background reading: Mailchimp: Digital marketing methods
Your questions, answered.
Are smaller creators worth considering?
They can be, particularly when their audience is closely connected to your subject or location. Evaluate relevance and content quality rather than choosing by follower count alone.
How are creators paid?
Arrangements may include a fixed fee, product provision, commission or a combination. Define what is included and when payment is due before content is produced.
How is influencer marketing different from affiliate marketing?
Influencer work usually centres on a creator’s content and audience. Affiliate arrangements centre on tracked actions and commission. One partnership may combine both.
Can we reuse a creator’s video in our ads?
Only when the agreed usage rights cover it. Discuss the channels, duration, editing permissions and any additional fees before reuse.
How do we assess audience quality?
Ask for relevant audience and campaign information, review comment quality and look for unusual patterns. No single public metric proves an audience is authentic.
How do we measure a campaign?
Decide the goal first. A demonstration campaign may focus on engagement and useful visits, while a sales campaign may use agreed tracking links or codes.
Can you guarantee a viral video?
No. A campaign can be planned and evaluated, but audience response and platform distribution are not guaranteed.
What do you need to plan a collaboration?
Share the product or service, ideal customer, campaign goal, budget range, timing and any restrictions on how the offer should be described.
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Tell us about your business, your goals and the support you need.
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