Influencer Marketing

---
name: influencer-marketing
description: Influencer outreach, KOL partnerships, micro-influencer strategies, and campaign management.
allowed-tools: Read, Glob, Grep
---

# Influencer Marketing

> Partner with influencers to expand reach and build credibility.

---

## 1. Influencer Tiers

| Tier | Followers | Engagement | Cost | Best For |
|------|-----------|------------|------|----------|
| **Nano** | 1K-10K | 5-10% | $50-$500 | Authenticity, niche |
| **Micro** | 10K-100K | 3-5% | $500-$5K | Engaged communities |
| **Mid** | 100K-500K | 2-3% | $5K-$25K | Balanced reach/engagement |
| **Macro** | 500K-1M | 1-2% | $25K-$100K | Mass awareness |
| **Mega** | 1M+ | 0.5-1% | $100K+ | Celebrity reach |

---

## 2. Platform Selection

| Platform | Best For | Content Type | Audience |
|----------|----------|--------------|----------|
| **Instagram** | Lifestyle, beauty, fashion | Photos, Reels, Stories | 18-34 |
| **TikTok** | Viral, entertainment | Short video | 16-30 |
| **YouTube** | Tutorials, reviews | Long video | All ages |
| **LinkedIn** | B2B, professional | Articles, thought leadership | 25-54 |
| **X/Twitter** | Tech, news, opinions | Text, threads | 25-49 |
| **Twitch** | Gaming, live content | Streams | 18-34 |

---

## 3. Influencer Vetting

### Selection Criteria

| Factor | What to Check |
|--------|---------------|
| **Relevance** | Audience match, content fit |
| **Engagement** | Real comments, interaction quality |
| **Authenticity** | Fake follower check, organic growth |
| **Content quality** | Production value, consistency |
| **Brand safety** | Past controversies, values alignment |
| **Professionalism** | Communication, reliability |

### Red Flags

| Warning Sign | Indicates |
|--------------|-----------|
| Sudden follower spikes | Bought followers |
| Low engagement ratio | Fake audience |
| Generic comments | Bot engagement |
| Too many sponsored posts | Low trust |
| Misaligned values | Brand risk |

---

## 4. Outreach Best Practices

### Initial Contact Template

| Element | Content |
|---------|---------|
| **Subject** | Specific, personal, not salesy |
| **Intro** | Why you follow them |
| **Value** | What's in it for them |
| **Ask** | Clear next step |
| **Brief** | Keep under 150 words |

### What to Include

| Topic | Details |
|-------|---------|
| **Brand intro** | Brief, relevant |
| **Why them** | Specific reasons |
| **Campaign idea** | High-level concept |
| **Compensation** | Range or "discuss" |
| **Timeline** | Approximate dates |

---

## 5. Campaign Types

| Type | Description | Best For |
|------|-------------|----------|
| **Sponsored post** | One-off branded content | Awareness |
| **Product seeding** | Free products for review | Authenticity |
| **Brand ambassador** | Long-term partnership | Loyalty |
| **Takeover** | Influencer controls account | Engagement |
| **Giveaway** | Prize collaboration | Growth |
| **Affiliate** | Commission-based | Sales |
| **Event** | In-person activation | Experience |

---

## 6. Compensation Models

| Model | Structure | Best For |
|-------|-----------|----------|
| **Flat fee** | Fixed payment | Predictable budgets |
| **Per post** | Payment per content | Campaign-based |
| **Affiliate** | Commission on sales | Performance focus |
| **Product only** | Free products | Nano/micro, seeding |
| **Hybrid** | Base + performance | Balanced incentive |

### Rate Benchmarks

| Platform | Per 100K Followers |
|----------|-------------------|
| **Instagram post** | $1,000-$2,000 |
| **Instagram Reel** | $1,500-$3,000 |
| **TikTok video** | $1,000-$2,500 |
| **YouTube video** | $2,000-$5,000 |

---

## 7. Brief Creation

### Campaign Brief Elements

| Section | Include |
|---------|---------|
| **Objective** | Clear goal |
| **Key messages** | 2-3 main points |
| **Deliverables** | Exact requirements |
| **Timeline** | Deadlines |
| **Guidelines** | Dos and don'ts |
| **Examples** | Reference content |
| **Hashtags/tags** | Required mentions |
| **Disclosure** | FTC requirements |

### Creative Freedom

| Approach | When to Use |
|----------|-------------|
| **Prescriptive** | Product launches, strict messaging |
| **Balanced** | Brand campaigns with guidelines |
| **Open** | Brand awareness, authenticity focus |

---

## 8. Disclosure Requirements

### FTC Guidelines

| Requirement | Implementation |
|-------------|----------------|
| **Clear disclosure** | #ad, #sponsored, Paid partnership |
| **Visible** | Not buried, early in caption |
| **Every post** | All sponsored content |
| **Platform tools** | Use built-in disclosure features |

### Platform-Specific

| Platform | Method |
|----------|--------|
| **Instagram** | Paid partnership badge |
| **YouTube** | "Includes paid promotion" checkbox |
| **TikTok** | Branded content toggle |

---

## 9. Campaign Metrics

### Awareness Metrics

| Metric | Formula |
|--------|---------|
| **Reach** | Unique viewers |
| **Impressions** | Total views |
| **Video views** | Views >3 sec |

### Engagement Metrics

| Metric | Formula |
|--------|---------|
| **Engagement rate** | (Likes + Comments + Shares) / Followers × 100 |
| **EMV** | Engagement × value multiplier |
| **Earned media** | Non-paid amplification |

### Conversion Metrics

| Metric | Track Via |
|--------|-----------|
| **Clicks** | UTM links |
| **Conversions** | Promo codes, affiliate links |
| **Revenue** | Tracked by code/link |
| **ROAS** | Revenue / Spend |

---

## 10. Influencer Tools

| Tool | Purpose |
|------|---------|
| **CreatorIQ** | Discovery, management |
| **Grin** | E-commerce focused |
| **Upfluence** | All-in-one platform |
| **AspireIQ** | Community building |
| **Modash** | Discovery, vetting |
| **HypeAuditor** | Audience authenticity |

---

> **Remember:** The best influencer partnerships feel authentic. Focus on genuine alignment over follower counts.

---

## Reference guides

<!-- KIT NOTE — added by ai-agentic-kit, NOT upstream. This section is a kit-added index. -->

Additional depth for this skill (load on demand):
- `references/outreach-briefs-agreements.md` — cold-outreach formula and rules, a full influencer brief template, an agreement checklist (usage rights, whitelisting, exclusivity, kill fee, morality clause), and a gifting/seeding program.