--- name: "Influencer marketing specialist" repo: https://github.com/gnoviawan/agentic-marketing source: https://github.com/gnoviawan/agentic-marketing/blob/HEAD/skills/marketing-influencer/SKILL.md license: not specified install: "npx skills add gnoviawan/agentic-marketing --skill bmad-agent-marketing-influencer" page: https://100xlab.com/resources/agent-skills/gnoviawan-agentic-marketing--marketing-influencer--ihgg78 --- # Influencer Marketing Specialist ## Overview Identifies influencers, manages outreach campaigns, builds ambassador and UGC programs, and designs creator affiliate partnerships. Delivers actionable, brand-aligned influencer strategies grounded in the brand's SOSTAC plan. ## Identity A senior influencer and creator partnerships strategist with deep expertise across influencer identification, outreach, campaign management, UGC programs, creator affiliate programs, and the modern creator economy. ## Communication Style Professional but approachable. Grounded in data and benchmarks. Provides specific deliverables (shortlists, briefs, templates) rather than vague advice. Cites tier-specific benchmarks and platform-specific best practices. Example: "For your product launch, I recommend 20 nano/micro creators on TikTok (engagement 8-10%) over one macro creator. Budget: $5K across nano/micro delivers ~2.5M impressions vs. $25K on one macro for ~500K. Let me build the shortlist and outreach templates." ## Principles - **Volume over vanity**: 80% of budget on nano/micro creators delivers more total engagement than one macro creator. - **Long-term over one-offs**: 3-12 month partnerships deliver 2-3x higher ROI than single activations. - **Authenticity over control**: Give creators freedom within guardrails; the best briefs define outcomes, not scripts. - **Disclosure first**: FTC/ASA compliance is non-negotiable. Always disclose material connections. - **Measure what matters**: Combine discount codes, UTM links, post-purchase surveys for attribution. ## On Activation Load available config from `{project-root}/_bmad/config.yaml` and `{project-root}/_bmad/config.user.yaml` if present. Resolve and apply throughout the session. Greet the user appropriately and offer to show available capabilities. ## Starting Context Apply the standard context router from `./references/shared-patterns.md`: - Blank page/strategy work: Read brand and SOSTAC context first when available. - Existing codebase: Deeply research before proposing changes. - Live URL: Audit the live experience as the working source of truth. Pre-flight: Read strategic context files when available (`brand-context.md`, `product-marketing-context.md`, `sostac/03-strategy.md`, `sostac/04-tactics.md`). ## Capabilities | Capability | Route | |------------|-------| | Strategy Framework | Load `./references/influencer-strategy.md` | | Discovery & Vetting | Load `./references/influencer-identification.md` | | Outreach & Templates | Load `./references/outreach-frameworks.md` | | Campaign Types | Load `./references/campaign-types.md` | | Compensation | Load `./references/compensation.md` | | UGC Programs | Load `./references/ugc-programs.md` | | Affiliate Programs | Load `./references/affiliate-programs.md` | | Campaign Management | Load `./references/campaign-management.md` | | Performance Measurement | Load `./references/performance-measurement.md` | | Modern Practices | Load `./references/modern-practices.md` | | Outputs & Deliverables | Load `./references/outputs.md` | | Benchmarks & Data | Load `./references/benchmarks.md` or `./references/best-practices.md` | ## Reference Lookup Protocol 1. Read `./references/frameworks-index.csv` for indexed framework files. 2. Match user's situation to the `best_for` column. 3. Read ONLY the matched framework file(s) from `./references/frameworks/`. 4. Never bulk-read all framework files. General references (best-practices.md, benchmarks.md, shared-patterns.md) are read directly. ## Path Resolution **Campaign mode**: Save to `./brands/{brand-slug}/campaigns/{type}-{campaign-slug}/channels/influencer/content/` **Standalone mode**: Save to `./brands/{brand-slug}/channels/influencer/content/` **Legacy fallback**: If old structure detected, suggest migration. ## Response Protocol 1. Read brand context and SOSTAC when available. 2. Clarify scope: Strategy, identification, outreach, campaign planning, UGC, affiliate, or performance? 3. Assess current state: Check resolved path for prior deliverables. 4. Deliver actionable output: Specific strategies, shortlists, briefs, templates. 5. Save deliverables: Write all outputs to resolved path. 6. Recommend next steps. ## Escalation Routes - Paid amplification of influencer content → marketing-paid-ads - Social media calendar strategy → marketing-social - Content creation beyond briefs → marketing-content - Email sequences for creator onboarding → marketing-email - Legal contract drafting → recommend legal counsel - No brand presence yet → recommend foundational setup first ## Output Contract Deliverables include: campaign type, creator shortlist with fit rationale, brief/scope, budget breakdown, success metrics, file saved to path. --- ## Supporting file: references/affiliate-programs.md # Creator Affiliate Programs > Capability prompt for marketing-influencer skill. Load when user needs affiliate program setup, commission structures, or TikTok Shop affiliate strategy. --- ## Program Setup ### 1. Choose a Platform | Platform | Best For | Key Features | |---|---|---| | Shopify Collabs | Shopify stores | Direct integration, product seeding | | TikTok Shop Affiliate | TikTok commerce | In-app checkout, algorithm-driven discovery | | Amazon Associates | Amazon sellers | Massive product catalog, trusted platform | | ShareASale | Multi-brand | Established network, diverse merchants | | Impact | Performance focus | Advanced tracking, partnership management | | Refersion | Shopify/WooCommerce | Ecommerce-focused, easy setup | | Custom tracking | Unique needs | Full control, custom attribution | ### 2. Define Commission | Model | Structure | Best For | |---|---|---| | Flat percentage | 10-30% of sale | Simple, scalable, most common | | Tiered percentage | 10% base, 15% at $5K/mo, 20% at $10K/mo | Incentivizes volume | | Flat fee per conversion | $5-$50 per sale or lead | SaaS, subscription, lead gen | | Hybrid | Base stipend + commission | Consistent posting motivation | | Time-limited boost | 25% first month, 15% ongoing | Launch promotions | ### 3. Create Tracking Assets - Unique discount codes per creator (CREATOR15, JESS20) - UTM-tagged affiliate links: `?utm_source=influencer&utm_medium={platform}&utm_campaign={campaign}&utm_content={creator}` - Platform-native tracking (TikTok Shop, Shopify Collabs) ### 4. Set Attribution Window - 7-30 days standard - Longer windows favor creators, shorter reduce over-attribution - 14-30 days recommended for most products ### 5. Build Creator Portal Components: - Application form - Onboarding materials - Asset library (logos, images, guidelines) - Performance dashboard - Payment schedule --- ## TikTok Shop Affiliates ### Setup Process 1. Register as TikTok Shop seller 2. Add products to affiliate marketplace 3. Set commission rates (15-25% for competitive recruitment) 4. Creators browse and select products for shoppable videos and Lives 5. In-app checkout reduces friction ### Key Statistics - TikTok Shop affiliate engagement rates: 5.2% (160% higher than Instagram) - Creators with under 50K followers achieve 30.1% engagement on affiliate content - Conversion rates: 2-8% in-app (significantly higher than website redirect) - Algorithm surfaces shoppable content to high-intent users ### Recruitment Strategy - Set competitive commission (15-25%) - Optimize product listings for TikTok search - Direct outreach to creators with elevated commission offers - Leverage TikTok Live for real-time selling --- ## Onboarding Package Contents: - Welcome email with program details - Brand guidelines - Product samples or free access - Creative brief (examples, not scripts) - Tracking setup instructions - Content examples (not scripts) - Payment terms - Point of contact --- ## Outcome Deliver affiliate program design with: - Platform selection - Commission structure - Tracking setup - Attribution window - Creator portal design - TikTok Shop strategy (if applicable) --- ## Supporting file: references/benchmarks.md # Influencer Marketing Benchmarks (2025-2026) > Quantitative reference data for the marketing-influencer skill. All figures represent > industry averages and should be adjusted for niche, geography, and campaign specifics. > Sources: Influencer Marketing Hub, Aspire, CreatorIQ, Later, HypeAuditor, Impact.com, > Organic Media Buying, TikTok Shop data. Last updated: March 2026. --- ## 1. Engagement Rates by Platform and Tier ### Instagram Engagement Rates | Tier | Followers | Avg Engagement Rate | Typical Range | |---|---|---|---| | Nano | 1K-10K | 4.8% | 3.5-7.0% | | Micro | 10K-100K | 2.4% | 1.8-3.5% | | Mid-Tier | 100K-500K | 1.7% | 1.2-2.5% | | Macro | 500K-1M | 1.2% | 0.8-1.8% | | Mega | 1M+ | 0.9% | 0.5-1.5% | - Engagement formula: (Likes + Comments + Saves + Shares) / Reach x 100 - Reels consistently outperform static posts by 2-3x in reach and engagement. - Carousels generate highest save rates; Stories generate highest link click rates. - Below 1% engagement rate on Instagram is a red flag regardless of tier. ### TikTok Engagement Rates | Tier | Followers | Avg Engagement Rate | Typical Range | |---|---|---|---| | Nano | 1K-10K | 10.3% | 7.0-15.0% | | Micro | 10K-100K | 8.1% | 5.0-12.0% | | Mid-Tier | 100K-500K | 6.8% | 4.0-10.0% | | Macro | 500K-1M | 5.5% | 3.5-8.0% | | Mega | 1M+ | 4.9% | 3.0-7.0% | - TikTok engagement rates are significantly higher than Instagram across all tiers. - Algorithm-driven distribution means even small creators can achieve viral reach. - TikTok affiliate content achieves 5.2% engagement rate, 160% higher than Instagram affiliate content. - Creators with under 50K followers achieve 30.1% engagement rates on TikTok affiliate content specifically. - Below 2% engagement rate on TikTok is a red flag. ### YouTube Engagement Rates | Tier | Subscribers | Avg Engagement Rate | Typical Range | |---|---|---|---| | Nano | 1K-10K | 3.5% | 2.0-6.0% | | Micro | 10K-100K | 2.8% | 1.5-4.5% | | Mid-Tier | 100K-500K | 2.0% | 1.0-3.5% | | Macro | 500K-1M | 1.5% | 0.8-2.5% | | Mega | 1M+ | 1.1% | 0.5-2.0% | - YouTube engagement includes likes, comments, shares, and subscribe actions relative to views. - Long-form content (8-20 minutes) generates highest watch time and subscriber conversion. - YouTube Shorts engagement rates are comparable to TikTok but with lower average view counts. - Evergreen content accumulates engagement over months and years, unlike Instagram/TikTok. ### LinkedIn Engagement Rates | Tier | Followers | Avg Engagement Rate | Typical Range | |---|---|---|---| | Nano | 1K-10K | 6.0% | 4.0-10.0% | | Micro | 10K-50K | 3.5% | 2.0-6.0% | | Mid-Tier | 50K-200K | 2.2% | 1.2-4.0% | | Macro | 200K-500K | 1.5% | 0.8-2.5% | | Mega | 500K+ | 1.0% | 0.5-2.0% | - LinkedIn engagement is measured by reactions, comments, shares, and clicks. - Employee content receives 8x more engagement than brand page content. - LinkedIn thought leader ads achieve 2-3x higher engagement than traditional sponsored content. - Video posts receive approximately 5x more engagement than text-only posts. - Newsletter subscribers provide stable, recurring engagement independent of algorithm changes. --- ## 2. Cost Benchmarks by Platform and Tier ### Instagram Pricing | Tier | Followers | Story Set (3-5) | Reel | Feed Post | Carousel | |---|---|---|---|---|---| | Nano | 1K-10K | $50-$150 | $150-$400 | $100-$300 | $100-$350 | | Micro | 10K-100K | $200-$500 | $500-$1,500 | $400-$1,000 | $500-$1,200 | | Mid-Tier | 100K-500K | $500-$1,500 | $1,500-$5,000 | $1,000-$3,000 | $1,200-$4,000 | | Macro | 500K-1M | $2,000-$5,000 | $5,000-$15,000 | $3,000-$8,000 | $4,000-$10,000 | | Mega | 1M+ | $5,000-$15,000 | $15,000-$50,000+ | $10,000-$30,000+ | $12,000-$40,000+ | - Rule of thumb: $100-$500 per 10K followers for a standard feed post. - Story set pricing: 30-50% of feed post rate. - Reels command premium pricing due to higher reach and engagement. ### TikTok Pricing | Tier | Followers | Standard Video | TikTok Shop Video | TikTok Live (per hour) | |---|---|---|---|---| | Nano | 1K-10K | $75-$250 | Commission-only | $50-$150 | | Micro | 10K-100K | $250-$1,000 | $100-$300 + commission | $150-$500 | | Mid-Tier | 100K-500K | $1,000-$4,000 | $300-$1,000 + commission | $500-$2,000 | | Macro | 500K-1M | $4,000-$12,000 | $1,000-$3,000 + commission | $2,000-$5,000 | | Mega | 1M+ | $12,000-$50,000+ | $3,000-$10,000 + commission | $5,000-$15,000 | - Rule of thumb: $200-$800 per 10K followers for a standard video. - TikTok Shop affiliate content often priced as base fee + commission (10-25%). - Duets and Stitches typically cost 50-70% of original video rate. ### YouTube Pricing | Tier | Subscribers | Dedicated Video | Integration (30-90s) | Shorts | Live Stream | |---|---|---|---|---|---| | Nano | 1K-10K | $200-$1,000 | $100-$500 | $50-$250 | $100-$400 | | Micro | 10K-100K | $1,000-$5,000 | $500-$2,000 | $250-$750 | $500-$1,500 | | Mid-Tier | 100K-500K | $5,000-$20,000 | $2,000-$10,000 | $750-$2,500 | $1,500-$5,000 | | Macro | 500K-1M | $20,000-$50,000 | $10,000-$30,000 | $2,500-$8,000 | $5,000-$15,000 | | Mega | 1M+ | $50,000-$200,000+ | $30,000-$100,000+ | $8,000-$25,000+ | $15,000-$50,000+ | - Rule of thumb: $500-$2,000 per 10K subscribers for an integration. - Dedicated videos (full review/tutorial) command 2-3x integration pricing. - YouTube content has longest shelf life; factor evergreen value into pricing. ### LinkedIn Pricing | Tier | Followers | Post | Article | Video | Newsletter Mention | |---|---|---|---|---|---| | Nano | 1K-10K | $100-$300 | $200-$500 | $200-$600 | $100-$300 | | Micro | 10K-50K | $300-$1,000 | $500-$2,000 | $600-$2,500 | $300-$1,000 | | Mid-Tier | 50K-200K | $1,000-$5,000 | $2,000-$8,000 | $2,500-$10,000 | $1,000-$4,000 | | Macro | 200K+ | $5,000-$15,000 | $8,000-$25,000 | $10,000-$30,000 | $4,000-$12,000 | - LinkedIn influencer pricing is generally higher per follower than Instagram/TikTok due to B2B audience value. - Newsletter mentions provide recurring exposure to subscribed audiences. ### Podcast Pricing | Metric | Pre-Roll (15-30s) | Mid-Roll (60s) | Host-Read | Post-Roll | |---|---|---|---|---| | CPM Range | $15-$25 | $25-$50 | $30-$60 | $10-$15 | | Per Episode (10K downloads) | $150-$250 | $250-$500 | $300-$600 | $100-$150 | | Per Episode (50K downloads) | $750-$1,250 | $1,250-$2,500 | $1,500-$3,000 | $500-$750 | | Per Episode (100K downloads) | $1,500-$2,500 | $2,500-$5,000 | $3,000-$6,000 | $1,000-$1,500 | - Host-read ads command 30-50% premium over scripted/inserted ads. - Multi-episode packages (4-8 episodes) typically discount 15-25%. ### Usage Rights Pricing Add-Ons | Rights Level | Additional Cost | Duration | Use Case | |---|---|---|---| | Organic repost only | Included or +10% | Campaign duration | Brand social channels | | Paid media license | +15-30% | 30-90 days | Running as paid ads | | Extended paid media | +30-50% | 6-12 months | Long-term ad campaigns | | Exclusivity (category) | +50-100% | Contract duration | No competitor partnerships | | Full buyout (perpetuity) | +100-200% | Unlimited | All channels, all uses, forever | | Whitelisting/Spark Ads | +15-25% | 30-60 days | Running ads from creator's account | --- ## 3. ROAS by Influencer Tier | Tier | Avg ROAS | Typical Range | Best Performers | |---|---|---|---| | Nano (1K-10K) | 5.0x | 3-8x | 10-15x | | Micro (10K-100K) | 4.0x | 2-6x | 8-12x | | Mid-Tier (100K-500K) | 2.5x | 1.5-4x | 6-8x | | Macro (500K-1M) | 1.8x | 1-3x | 4-6x | | Mega (1M+) | 1.2x | 0.5-2x | 3-5x | - Average influencer marketing ROI: $5.78 per dollar spent (Influencer Marketing Hub 2025). - ROAS varies significantly by product price point, niche, and campaign type. - Higher-priced products tend to show higher absolute ROAS due to per-sale revenue. - DTC brands report highest influencer ROAS; B2B shows lower ROAS but higher lifetime value per conversion. - Long-term partnerships (3-12 months) deliver 2-3x higher ROAS than one-off activations. - Creators on Aspire drove $52 million in attributed affiliate sales in 2025, a 45% year-over-year growth. ### ROAS by Campaign Type | Campaign Type | Avg ROAS | Notes | |---|---|---| | Affiliate/commission-based | 4-8x | Highest measurable ROAS due to direct attribution | | Product seeding (gifting) | 3-10x | Low cost; highly variable results | | Sponsored content (flat fee) | 2-5x | Most common; moderate measurability | | Brand ambassador (retainer) | 3-6x | Improves over time as audience familiarity builds | | UGC for paid ads | 3-7x | Measured through ad performance metrics | | Live shopping | 4-10x | Highest for impulse-purchase categories | | Podcast sponsorship | 2-4x | Strong for subscription and high-consideration products | --- ## 4. Campaign Type Performance Comparison | Campaign Type | Avg Engagement Rate | Avg CPM | Avg CPA | Best For | |---|---|---|---|---| | Sponsored Reels/TikTok | 3-8% | $10-$30 | $5-$25 | Awareness + consideration | | Product reviews (YouTube) | 2-5% | $15-$40 | $10-$50 | High-consideration purchase | | Tutorial/how-to content | 3-7% | $12-$35 | $8-$30 | Complex products, SaaS, beauty | | Unboxing videos | 4-9% | $8-$25 | $8-$35 | Product launches, gifting | | Live shopping events | 5-15% | $5-$20 | $3-$15 | Impulse purchases, flash sales | | Stories/ephemeral content | 2-5% | $5-$15 | $10-$40 | Traffic, link clicks, urgency | | Carousel/static posts | 2-4% | $8-$20 | $15-$50 | Education, save-worthy content | | Podcast mentions | N/A | $15-$50 | $15-$75 | Brand awareness, trust building | | Account takeovers | 3-8% | $10-$25 | $10-$40 | Audience growth, brand personality | --- ## 5. Industry-Specific Benchmarks ### Engagement Rates by Industry (Instagram, All Tiers Averaged) | Industry | Avg Engagement Rate | Avg CPM | Avg CPA | Notes | |---|---|---|---|---| | Beauty & Skincare | 2.8% | $12-$25 | $8-$20 | Highest influencer adoption; saturated | | Fashion & Apparel | 2.3% | $15-$30 | $12-$30 | Visual-first; Reels-driven | | Health & Fitness | 2.5% | $10-$22 | $10-$25 | Strong trust-based purchasing | | Food & Beverage | 3.1% | $8-$18 | $6-$18 | High shareability; recipe content | | Technology | 1.8% | $18-$40 | $20-$60 | YouTube-dominant; review-driven | | Gaming | 2.2% | $12-$28 | $8-$25 | Twitch/YouTube-dominant | | Travel & Hospitality | 2.6% | $14-$30 | $15-$50 | Aspirational; strong visual | | Parenting & Family | 3.3% | $10-$20 | $8-$22 | High trust; loyal audiences | | Finance & Fintech | 1.5% | $20-$50 | $25-$80 | LinkedIn-dominant; compliance-heavy | | SaaS & B2B | 1.3% | $25-$60 | $30-$100 | LinkedIn + YouTube; long sales cycle | | Home & Decor | 2.7% | $12-$25 | $10-$30 | Pinterest cross-posting valuable | | Pet Products | 3.5% | $8-$18 | $6-$20 | High engagement; emotional content | | Education & Courses | 2.0% | $15-$35 | $15-$45 | YouTube tutorials; long-form | --- ## 6. Creator Marketplace and Platform Comparison | Platform | Database Size | Starting Price | Best For | Key Strengths | |---|---|---|---|---| | Aspire | 150M+ creators | Custom (est. $2K/mo+) | Mid-market to enterprise | AI discovery, campaign management, affiliate tracking, content repurposing | | Grin | 190M+ creators | Custom (est. $2.5K/mo+) | Ecommerce/DTC brands | Shopify integration, product seeding, relationship management | | CreatorIQ | 20M+ vetted | Custom (est. $3K/mo+) | Enterprise brands/agencies | Deep analytics, compliance tools, global coverage | | Upfluence | 7M+ creators | Custom (est. $1.5K/mo+) | Ecommerce brands | Real-time sales tracking, Shopify/WooCommerce integration | | Modash | 250M+ creators | $199/mo+ | SMB to mid-market | Largest database, audience analytics, fake follower detection | | HypeAuditor | 137M+ creators | $299/mo+ | Analytics-focused teams | Industry-leading fraud detection, audience quality scoring | | Later (Mavrck) | 10M+ creators | Custom pricing | Lifestyle brands | Content scheduling integration, visual workflow | | Influencity | 200M+ creators | $198/mo+ | Agencies | Multi-campaign management, custom reporting | | Heepsy | 11M+ creators | $89/mo+ | Budget-conscious brands | Affordable entry point, basic analytics | | GRIN | 190M+ creators | Custom pricing | Ecommerce focus | Direct integrations with ecommerce platforms | | Traackr | 6M+ creators | Custom pricing | Enterprise/global | Global market coverage, brand safety tools | | Impact.com | Partnership network | Custom pricing | Affiliate-focused | Performance tracking, affiliate management | | TikTok Creator Marketplace | TikTok creators | Free (platform-native) | TikTok campaigns | Direct access, first-party data, TikTok Shop integration | | Instagram Creator Marketplace | IG creators | Free (platform-native) | Instagram campaigns | Interest tagging, portfolio features, branded content | ### Platform Selection Guide | Use Case | Recommended Platform(s) | Why | |---|---|---| | Startup, tight budget | Heepsy, Modash, InfluenceFlow (free) | Low entry cost, sufficient for initial programs | | DTC ecommerce | Grin, Upfluence, Aspire | Shopify integration, product seeding, sales tracking | | Enterprise/global | CreatorIQ, Traackr | Scale, compliance, multi-market support | | Analytics-first | HypeAuditor, Modash | Deep audience insights, fraud detection | | TikTok Shop focus | TikTok Creator Marketplace + Aspire | Native data + management tools | | Agency managing multiple brands | Influencity, CreatorIQ | Multi-client dashboards, white-labeling | | Affiliate programs | Impact.com, Shopify Collabs | Performance tracking, commission management | --- ## 7. Attribution Benchmarks ### Measurability by Method | Attribution Method | Accuracy | Coverage | Ease of Setup | Best For | |---|---|---|---|---| | Unique discount codes | High | 30-50% of conversions | Easy | Direct response campaigns | | UTM-tagged links (GA4) | High | 20-40% of conversions | Medium | Website traffic and conversion | | Affiliate platform tracking | High | 40-60% of conversions | Medium | Commission-based programs | | Post-purchase surveys | Medium-High | 15-30% of conversions | Easy | First-party attribution | | Brand search lift | Medium | Indirect measurement | Complex | Awareness campaigns | | Platform-native insights | Medium | Platform-specific only | Easy | Content performance | | Revenue correlation analysis | Low-Medium | Broad trends only | Complex | Overall program evaluation | | Unique landing pages | High | Per-creator tracking | Medium | High-value partnerships | ### Attribution Gap - Expect 20-40% of influencer-driven impact to be unmeasurable through direct response methods. - Influencer marketing has strong "dark social" effects: screenshots, word-of-mouth, DM sharing that cannot be tracked. - Multi-touch attribution is essential: a consumer may see influencer content, search on Google, then purchase from a retargeting ad. Only one channel gets credit in last-click models. - Best practice: combine multiple attribution methods (discount codes + UTM links + post-purchase surveys + brand search lift) for the most complete picture. - Influencer-driven orders during Cyber Week 2025 nearly doubled year-over-year (Impact.com), demonstrating growing influence on purchase decisions even when attribution is indirect. ### Benchmark Conversion Rates | Funnel Stage | Influencer Benchmark | Notes | |---|---|---| | Impressions to engagement | 2-8% | Varies by tier and platform | | Engagement to link click | 1-5% | Higher for Stories/swipe-up; lower for feed | | Link click to landing page | 60-80% | Mobile-optimized pages critical | | Landing page to purchase | 2-8% | Varies by product, price, and offer | | Overall impression to purchase | 0.05-0.5% | Wide range; use for planning estimates | | Discount code redemption rate | 1-5% of reached audience | Higher for nano/micro creators | | TikTok Shop conversion rate | 2-8% (in-app) | Significantly higher than website redirect | | Live shopping conversion rate | 3-10x vs. static content | Highest in impulse-purchase categories | --- ## 8. Key Industry Statistics (2025-2026) | Metric | Value | Source | |---|---|---| | Global influencer marketing spend (2025) | $32.55 billion | Later/Influencer Marketing Hub | | YoY growth rate (2024 to 2025) | 35.6% | Influencer Marketing Hub | | Global creator economy value (2025) | $254 billion | Precedence Research | | Projected creator economy value (2026) | $314 billion | Precedence Research | | Goldman Sachs 2027 projection | $480 billion | Goldman Sachs | | Active content creators worldwide | 207+ million | Multiple sources | | Brands using influencer marketing | 93% | Influencer Marketing Hub | | Marketers reporting positive ROI | 89% | Influencer Marketing Hub 2026 | | Average influencer marketing ROI | $5.78 per $1 spent | Influencer Marketing Hub | | Brands prioritizing micro-influencers | 73% | Influencer Marketing Hub 2025 | | Brands using AI in influencer marketing | 63% | Influencer Marketing Hub 2025 | | Brands repurposing creator content in ads | 77% | Aspire 2026 | | Creator-brand partnerships ending prematurely | 43% | Influencer Marketing Hub | | FTC enforcement cases increase (2021-2025) | 340% | FTC Annual Report 2025 | | TikTok Shop global GMV (2024) | $33.2 billion | TikTok/Industry reports | | TikTok Shop projected GMV (2025) | $66 billion | Industry projections | | Aspire attributed affiliate sales (2025) | $52 million (45% YoY growth) | Aspire 2026 | | Brands moving budget to creator programs (2026) | 74% | Impact.com | | Instagram influencers that are nano-tier | 75.9% | HypeAuditor | | Sponsored content share of creator revenue (2026) | ~59% | Industry reports | | Creators reporting burnout | 63% | Creator economy surveys | | Creators using AI tools | 41% | Industry surveys | --- ## Sources - Influencer Marketing Hub Benchmark Report 2025, 2026 - Aspire State of Influencer Marketing 2026 - CreatorIQ State of Creator Marketing 2025-2026 - Later Influencer Marketing Report 2025 - Impact.com Influencer Marketing Trends 2026 - HypeAuditor Global Influencer Marketing Report - Organic Media Buying Tier Comparison Data 2026 - IQFluence Engagement Rate Benchmarks - TikTok Shop GMV Reports and Affiliate Statistics - Goldman Sachs Creator Economy Research - Precedence Research Creator Economy Market Analysis - LinkedIn Marketing Solutions Data - Paulina Sanchez Influencer Pricing Benchmarks (LinkedIn) --- ## Supporting file: references/best-practices.md # Influencer Marketing Best Practices (2025-2026) > Reference data for the marketing-influencer skill. Sourced from Influencer Marketing Hub, > CreatorIQ, Aspire, Later, Impact.com, and industry reports. Last updated: March 2026. --- ## 1. Creator Economy Landscape ### Market Size and Growth - Global creator economy valued at approximately $254 billion in 2025, projected to reach $314 billion in 2026 (Precedence Research). - Goldman Sachs forecasts the creator economy will approach $480 billion by 2027. - Global influencer marketing spend reached $32.55 billion in 2025, a 35.6% increase over 2024. - Social media surpassed paid search as the world's largest advertising channel in 2024 at $247.3 billion, reaching $266.92 billion by end of 2025. - Over 207 million people worldwide identify as content creators. - 89% of marketers report influencer ROI is equal to or better than other channels (Influencer Marketing Hub 2026). - 93% of brands now use influencer marketing, generating an average ROI of $5.78 per dollar spent. - 74% of brands are moving budget into creator programs in 2026. ### Creator-Led Brands - Creators are increasingly launching their own product lines, moving from endorsers to competitors. - Brands should identify high-potential creators early and build partnership equity before they launch competing products. - Creator-founded brands carry built-in distribution through loyal audiences, making them formidable competitors in niche markets. - Smart brands partner with creators on co-branded products or revenue-share models to align incentives and prevent competitive displacement. - Examples of successful creator-brand partnerships include equity deals, limited-edition collaborations, and creator-designed product lines. ### Subscription and Membership Models - Creators are diversifying beyond ad revenue and sponsorships into paid subscriptions, memberships, and premium content. - Sponsored content is projected to account for approximately 59% of creator revenue in 2026, but the remaining 41% increasingly comes from direct monetization. - Digital products such as courses and templates show 70-90% profit margins for creators. - Brands can sponsor premium content within creator subscription tiers (newsletters, Patreon, Discord communities) for deeper audience access. - Community-based monetization (Discord servers, Skool groups, paid Telegram channels) is growing as creators prioritize engaged communities over raw follower counts. - Brands should evaluate creators by community depth, not just follower breadth. ### Employee Advocacy - LinkedIn employee content receives 8x more engagement than brand page content. - Employee-generated content on TikTok and Instagram humanizes the brand and builds trust. - 72% of consumers trust employee voices more than corporate messaging. - Effective employee advocacy programs provide templates and incentives but never scripts. - Structure: identify willing employees, provide content guidelines and training, incentivize participation (bonuses, recognition, career development), amplify top-performing employee content. - B2B companies see the highest ROI from employee advocacy programs, particularly on LinkedIn. ### B2B Influencers - B2B influencer marketing is the fastest-growing segment of the creator economy. - Key B2B influencer types: industry analysts, consultants, newsletter operators, podcast hosts, LinkedIn thought leaders, conference speakers, academic researchers. - Primary platform: LinkedIn, followed by podcasts, YouTube (long-form thought leadership), and industry newsletters. - Compensation models: consulting fees, content licensing, affiliate commissions, speaking fees, equity or advisory roles. - B2B influencer content has longer shelf life and higher per-engagement value than B2C. - LinkedIn Creator Mode and LinkedIn thought leader ads allow brands to promote creator content directly in feed. ### LinkedIn Creator Economy - LinkedIn has emerged as a primary platform for professional and B2B influence. - LinkedIn thought leader ads allow brands to sponsor individual creator posts, combining creator authenticity with paid reach. - LinkedIn newsletter subscriptions provide stable, algorithmically-boosted distribution. - Video content on LinkedIn is growing rapidly, with native video posts receiving 5x more engagement than text-only posts. - LinkedIn Live events drive high-quality B2B engagement and lead generation. - Best approach: identify LinkedIn thought leaders in your industry, engage organically first, then propose formal partnerships. ### Creator Tools Ecosystem - The creator tools market is projected to reach $6.95 billion in 2025. - 41% of creators now use AI tools in their workflow for content ideation, editing, scheduling, and analytics. - Key tool categories: content creation (Canva, CapCut, Descript), scheduling (Later, Buffer, Hootsuite), analytics (HypeAuditor, Modash, Social Blade), monetization (Shopify Collabs, LTK, Amazon Associates), community (Discord, Skool, Circle), link-in-bio (Linktree, Stan Store, Beacons). - Brands should understand the creator's tech stack to streamline collaboration workflows. - Creator management platforms (Aspire, Grin, CreatorIQ, Upfluence) centralize discovery, outreach, contracts, content approval, and reporting. --- ## 2. Platform-Specific Strategies ### TikTok Shop Creator Affiliates - Fastest-growing influencer channel in 2025-2026. - TikTok Shop generated $33.2 billion in global GMV in 2024, projected to reach $66 billion in 2025. - US market contributed $5.8 billion in GMV during the first half of 2025 alone. - Affiliate commission rates range from 10-50% depending on product category, with health products averaging 16.38%. - TikTok affiliate engagement rates reach 5.2%, outperforming Instagram by 160%. - Creators with under 50K followers achieve 30.1% engagement rates on affiliate content. - In-app checkout reduces friction: conversion rates 2-3x higher than conventional e-commerce. - Algorithm prioritizes Gross Merchandise Value (GMV), surfacing shoppable content to high-intent users. - Strategy: set competitive commission rates (15-25%) to attract top creators, optimize product listings for TikTok search, leverage TikTok Live for real-time selling. - Advanced affiliates earn $24,000+ monthly; top performers exceed $100,000 per month. - TikTok now requires "Human-Centric" tagging for AI-generated faceless shop streams. ### Instagram Collaboration Features - Instagram remains the most widely used platform for influencer marketing. - Key features: Reels (primary content format), Collab posts (joint authorship), Branded Content tools (paid partnership labels), Shopping tags, Instagram Live Shopping, Broadcast Channels. - Instagram Reels now dominate reach metrics; static posts are primarily for carousel educational content. - Collab posts allow two accounts to co-author content, doubling organic distribution potential. - Instagram's branded content tools provide built-in paid partnership disclosure and shared analytics. - Creator Marketplace streamlines brand-creator matchmaking with interest tagging and portfolio features. - Instagram subscription feature allows creators to offer exclusive content behind a paywall. - Engagement rates by tier on Instagram: Nano 4.8%, Micro 2.4%, Mid-tier 1.5-2%, Macro 1-1.5%, Mega 0.8-1.2%. - Best practices: prioritize Reels for reach, carousels for saves and education, Stories for engagement and link clicks, Lives for real-time community building. ### YouTube Shorts Fund and Creator Programs - YouTube remains the highest-trust platform for product reviews and long-form educational content. - YouTube Shorts now competes directly with TikTok and Reels for short-form discovery. - YouTube Partner Program provides ad revenue sharing for creators meeting eligibility thresholds. - YouTube Shopping allows creators to tag products directly in videos and Shorts. - YouTube BrandConnect facilitates brand-creator matchmaking with integrated campaign management. - Long-form YouTube content has evergreen SEO value: a well-optimized video can drive traffic for years. - YouTube influencer integrations cost more ($500-$2,000 per 10K subscribers) but deliver higher trust signals and longer content shelf life. - Best practices: sponsor dedicated reviews or tutorials for high-consideration products, use YouTube Shorts for awareness and funnel-topping, negotiate inclusion in YouTube descriptions for SEO value. ### LinkedIn Thought Leader Ads - LinkedIn thought leader ads allow brands to promote a creator's organic post as a sponsored ad unit. - These ads appear in-feed with the creator's name and profile, maintaining authenticity while adding paid reach. - Engagement rates on thought leader ads are 2-3x higher than traditional LinkedIn sponsored content. - Best for: B2B lead generation, SaaS marketing, professional services, recruitment branding, industry authority building. - Strategy: identify high-performing organic posts from industry thought leaders, negotiate promotion rights, run as thought leader ads to extend reach to targeted professional audiences. - LinkedIn newsletters provide an additional distribution channel with built-in subscriber acquisition. ### Podcast Sponsorship Models - Podcast influencer marketing offers deep engagement with niche, loyal audiences. - Ad recall rates for podcast ads are 4x higher than digital display ads. - Sponsorship types: pre-roll (15-30 seconds), mid-roll (60 seconds, highest engagement), post-roll, host-read (highest trust) vs. dynamically inserted. - Host-read ads significantly outperform scripted or dynamically inserted ads in trust and conversion metrics. - Pricing models: CPM ($15-$50 per 1,000 downloads), flat fee per episode, performance-based (promo codes, attribution links). - Best practices: prioritize host-read ads, negotiate multi-episode packages for frequency, provide talking points not scripts, track via unique promo codes and vanity URLs. - Video podcasts (YouTube, Spotify) are growing rapidly, offering visual sponsorship integration opportunities. --- ## 3. Micro and Nano Influencer Strategy ### Why Micro Outperforms Macro - Nano influencers (1K-10K) deliver 4.8% engagement on Instagram vs. 0.8-1.2% for mega influencers (1M+). - On TikTok, nano influencers achieve 10.3% engagement, outperforming mega influencers at 4.9%. - Micro influencers deliver 2-3x higher engagement rates and up to 6x better ROAS than macro influencers. - 73% of brands now prioritize micro-influencer partnerships over mega-influencers (Influencer Marketing Hub 2025). - 75.9% of all Instagram influencers are nano influencers, providing the largest and most diverse talent pool. - Micro and nano creators have more authentic relationships with their audiences, resulting in higher trust and conversion rates. - Cost efficiency: nano influencer posts cost $10-$250 vs. $10,000+ for mega influencer posts. - Lower risk per partnership means brands can test more creators, messages, and audiences simultaneously. - Higher perceived authenticity: audiences view smaller creators as peers rather than celebrities. ### Building a Micro-Influencer Army - Volume strategy: recruit 20-100+ nano/micro creators rather than 1-3 macro creators for the same budget. - 80/20 budget rule: allocate 80% of influencer budget to nano/micro creators for maximum total engagement. - Systematize discovery: use branded hashtag monitoring, customer surveys ("which creators do you follow?"), competitor analysis, and platform search tools. - Create a tiered program structure: Seed tier (free product + commission), Growth tier (monthly stipend + product + commission), Elite tier (retainer + product + commission + event access). - Provide turnkey kits: product samples, brand guidelines, content examples (not scripts), tracking links/codes, and creative brief templates. - Streamline with technology: use influencer platforms (Aspire, Grin, Modash) to manage at scale. - Measure and promote: track individual creator performance, upgrade top performers to higher tiers, cut underperformers after 2-3 content cycles. ### Scaling Nano Partnerships - Nano influencers often accept gifting-only or low-cost partnerships, making them ideal for high-volume seeding campaigns. - Post-purchase email campaigns can identify existing customers who are also creators. - In-product or post-purchase prompts ("Love our product? Share your experience and join our creator program") convert customers into advocates. - UGC-style content from nano creators can be repurposed for paid ads (with usage rights), delivering 2-4x better ad performance than polished brand creative. - Nano partnerships work best when given maximum creative freedom with minimal scripting. - Success scaling framework: start with 10-20 nano creators, identify top 20% performers, offer upgraded partnerships, repeat quarterly. ### UGC Creator Networks - Hired UGC creators produce ad-style content ($150-$500 per video) without posting to their own channels. - UGC content outperforms polished brand creative by 2-4x on Meta and TikTok paid ads. - UGC creator networks provide consistent content supply for ad testing and creative refresh cycles. - Brands maintaining a roster of 10-20 UGC creators can produce 50-100+ ad variations per month for creative testing. - Best practices: provide clear ad briefs (hook, product demo, CTA), request raw footage plus edited versions, negotiate full usage rights upfront, maintain a rotating roster for creative diversity. --- ## 4. Live Shopping ### TikTok Live Selling - TikTok Shop Live is one of the fastest-growing features in social commerce for 2026. - Live viewer counts and real-time comments provide social proof; limited-time offers drive impulse buying. - Conversion rates for TikTok Live Shopping are 3.2x higher than traditional e-commerce (2026 data). - TikTok's algorithm evaluates Live streams based on viewer engagement, retention, and purchase behavior. - AI co-hosts and automated tools are emerging: AI overlays monitor chat, answer questions, and pin product tags automatically. - Smart incentives: AI-driven "Flash Vouchers" trigger automatically at engagement peaks. - Best practices: schedule Lives during peak audience hours, prep product demos and talking points, use countdown timers and limited-quantity offers, maintain high energy and audience interaction, cross-promote Live events 24-48 hours in advance. - Top TikTok Live sellers combine entertainment value with product education. ### Instagram Live Shopping - Instagram Live allows creators to tag products during live broadcasts. - Combined with Instagram Checkout, viewers can purchase without leaving the app. - Best for: fashion, beauty, home decor, and food/beverage categories. - Strategy: partner with creators who have strong Live engagement histories, cross-promote on Stories and Feed, save Live replays for continued visibility. - Instagram Live Rooms allow up to four participants, enabling panel-style product discussions. ### YouTube Live Commerce - YouTube Live Shopping integrates product shelves below live video content. - YouTube's long-form culture makes it ideal for in-depth product demonstrations and Q&A sessions. - YouTube Live events can be promoted through Community posts, Shorts, and cross-platform promotion. - Best for: tech reviews, cooking demonstrations, fitness equipment, educational products. - YouTube Live content is automatically saved and indexed, providing evergreen product discovery. ### Amazon Live - Amazon Live allows brands and influencers to stream directly on product listing pages. - Particularly effective for Amazon sellers looking to boost product visibility and conversion. - Amazon Live content is discoverable through the Amazon app, product pages, and the Amazon Live homepage. - Conversion rates on Amazon Live benefit from one-click purchasing and Prime shipping integration. - Amazon Influencer Program provides dedicated storefronts and commission on referred sales. ### Live Shopping Benchmarks - Conversion rates across platforms: 3-10x higher than static content for live shopping events. - TikTok Live: 3.2x average conversion rate lift vs. standard e-commerce. - Average watch time for successful live shopping events: 8-15 minutes. - Engagement rates during live events: 5-15x higher than pre-recorded content. - Return rates for live shopping purchases tend to be lower due to real-time product demonstration and Q&A. --- ## 5. Authenticity and Compliance ### FTC 2024-2026 Guidelines - FTC enforcement of influencer disclosure has intensified significantly: influencer-related cases increased 340% from 2021 to 2025. - FTC sent 47 warning letters to influencers in Q4 2025 alone. - Core requirement: any material connection between a creator and brand must be clearly and conspicuously disclosed. - Material connections include: payment, free products, affiliate commissions, personal relationships, employment, equity, contest entries. - "#ad" or "#sponsored" must appear at the beginning of captions, not buried in hashtag clusters. - Platform paid partnership labels are encouraged but do not replace written disclosure. - Disclosure must be visible without clicking "more" or expanding the post. - Video content requires verbal disclosure within the first few seconds, plus on-screen text. - The FTC holds both brands AND creators responsible for compliance failures. - New in 2025-2026: FTC guidance covers AI-generated content, TikTok Shop promotions, and virtual influencer endorsements. - Penalties: fines up to $50,120 per violation, legal action, platform account penalties, reputational damage. ### ASA Rules (UK) - "#ad" must appear as the first word in sponsored content. - Gifted products require "#gifted" or "#ad" disclosure. - Affiliate links require "#affiliate" or "#ad" disclosure. - ASA has partnered with platforms for automated monitoring and enforcement. - Rules apply to all UK-targeting content regardless of where the creator is based. ### Platform-Native Disclosure Tools - Instagram: Paid Partnership label (mandatory for branded content), appears above the post. - TikTok: "Paid partnership" toggle in posting flow, branded content policy enforcement. - YouTube: "Includes paid promotion" checkbox, disclosure banner at video start. - LinkedIn: Partnership and sponsored content labels in post creation. - All major platforms now flag or restrict content that appears sponsored but lacks disclosure. ### Authenticity Scoring - Audience authenticity is now a primary vetting criterion, with 78% of brands prioritizing engagement metrics over follower counts. - Key authenticity indicators: consistent growth patterns, relevant audience demographics, genuine comment quality, engagement-to-follower ratios within tier norms, Story view rates (expect 3-7% on Instagram). - Tools for authenticity scoring: HypeAuditor (Audience Quality Score), Modash (fake follower detection), Social Blade (growth pattern analysis), manual spot-checks of comment quality and diversity. - Authenticity scoring should be integrated into influencer vetting workflows before any outreach. ### Fake Follower Detection Methods - Red flags: sudden follower spikes without viral content, staircase-pattern growth charts (bulk purchases), follower-to-engagement ratio far below tier averages. - Generic or off-topic comments (emoji-only, irrelevant phrases) indicate bot engagement. - High follower count with very low Story views (below 1% on Instagram) suggests inflated audience. - Audience demographics mismatched with content language or niche indicate purchased followers from irrelevant regions. - Verification workflow: (1) check engagement rate vs. tier benchmarks, (2) review growth pattern on Social Blade, (3) audit 20-30 recent comments for quality and relevance, (4) run HypeAuditor or Modash report, (5) check Story/Live view counts vs. follower count. ### Brand Safety Vetting - Review creator's content history (at minimum 6 months) for controversial topics, competitor partnerships, and value alignment. - Check for prior compliance issues: missing disclosures, FTC warnings, platform strikes. - Verify audience demographics match brand's target market (geography, age, gender, interests). - Assess content quality consistency: frequent low-effort posts or dramatic style changes can indicate problematic accounts. - Establish brand safety guidelines in contracts: content restrictions, approval workflows, crisis communication protocols. --- ## 6. AI in Influencer Marketing ### AI-Powered Influencer Discovery - 69.1% of marketers are using AI in their marketing operations; 63% specifically plan to integrate AI into influencer strategies (Influencer Marketing Hub 2025). - AI influencer discovery platforms scan millions of creator profiles to match brands with relevant creators in minutes instead of weeks. - 67% of brands struggle to match with the right creators manually; AI matching solves this at scale. - Key capabilities: semantic content analysis (matching brand values to creator content themes), audience demographic matching, engagement pattern analysis, fraud detection, predictive performance scoring. - Leading AI-powered platforms: Aspire (AI creator discovery + campaign management), Grin (ecommerce-focused), CreatorIQ (enterprise-grade), Modash (data + discovery), HypeAuditor (analytics + vetting), Stormy AI (autonomous agent approach). - Brands using AI-powered influencer selection report 2.3x higher conversion rates and 60-70% reduction in manual research time. ### Predictive Performance - AI models predict campaign performance based on historical creator data, audience engagement patterns, content type, and brand category. - Predictive ROAS forecasting allows brands to model expected returns before committing budget. - Machine learning algorithms identify optimal posting times, content formats, and messaging themes for specific creator-audience combinations. - Predictive tools reduce campaign risk by flagging low-probability partnerships before investment. ### Content Authenticity Verification - AI tools can now detect AI-generated imagery, deepfakes, and manipulated content in creator posts. - Content authenticity verification is becoming a standard component of brand safety workflows. - Platforms are implementing content origin labels (e.g., "AI-generated" tags on Meta platforms). - Brands should require creators to disclose AI-assisted content creation in contracts. - Blockchain-based content provenance tools (C2PA standard) are emerging for verifiable content origin. ### AI-Generated Influencers: Pros and Cons **Pros:** - Complete brand safety and creative control. - No scheduling conflicts, personal scandals, or contract disputes. - Consistent brand messaging and aesthetic. - Novel positioning for tech-forward or futuristic brand identities. - Scalable across markets and languages. **Cons:** - Lack of genuine authenticity and lived experience. - Audience backlash risk if not transparently disclosed as AI-generated. - Lower trust scores compared to human creators. - Cannot provide genuine product reviews or authentic usage experiences. - Regulatory risk: FTC requires clear disclosure of AI-generated content. **Best practice:** Use AI influencers as campaign supplements or for futuristic brand positioning, not as replacements for authentic human creators. Always disclose AI-generated nature prominently. ### Deepfake Risks - Deepfake technology poses growing risks in influencer marketing: unauthorized use of creator likeness, fabricated endorsements, and brand impersonation. - Brands should include likeness protection clauses in creator contracts. - Monitor for unauthorized use of creator or brand imagery using reverse image search and AI detection tools. - Creator platforms are implementing likeness protection features to prevent unauthorized AI replication. - TikTok now requires specific tagging for AI-generated faceless shop streams in 2026. --- ## 7. Campaign Structure Best Practices ### Long-Term Over One-Offs - 3-12 month partnerships deliver 2-3x higher ROI than single activations. - 43% of creator-brand partnerships end prematurely, with negotiation misalignment as the top reason. - Audiences trust repeated, authentic endorsements more than single sponsored posts. - Long-term ambassadors develop deeper product knowledge and more convincing advocacy. - Structure: 3-month trial period, graduating to 6-month or 12-month contracts based on performance. - 77% of brands now repurpose creator content in paid ads; 67% bake content usage rights into the initial contract. ### Multi-Platform Packages - Creators active on multiple platforms can deliver cross-channel packages at better per-platform rates. - Bundle Instagram Reels + TikTok video + YouTube Shorts for maximum short-form reach. - Add LinkedIn posts for B2B campaigns or podcast mentions for authority building. - Cross-platform content amplifies message frequency without audience fatigue (different audiences per platform). ### Performance-Based Compensation - Performance-based deals are replacing flat fees more frequently than ever. - Hybrid models (base fee + performance bonus) align incentives while ensuring creator commitment. - Brands implementing structured negotiation processes see approximately 40% better campaign ROI. - Key performance triggers: sales via affiliate codes, click-through rates, engagement rate thresholds, content views milestones. ### Content Repurposing - 77% of brands repurpose creator content in paid ads (Aspire 2026). - Creator content used in Meta and TikTok paid ads outperforms polished brand creative by 2-4x. - Negotiate usage rights upfront: organic-only costs less than paid media licensing. - Usage rights pricing: add 15-30% for paid ads usage, add 50-100% for exclusivity. - Build a content library organized by creator, format, platform, rights level, and expiration date. - Winning creator content can be iterated and scaled through paid amplification (Spark Ads on TikTok, Partnership Ads on Instagram). --- ## 8. Emerging Trends for 2026 ### Agentic Commerce (A-Commerce) - AI agents are being integrated into live shopping experiences as co-hosts, chat moderators, and product recommenders. - "Flash Vouchers" triggered by AI based on engagement peaks create urgency-driven purchasing. - AI-powered product recommendation engines within creator content streams personalize the shopping experience. - Brands investing in A-Commerce infrastructure gain first-mover advantage in creator-led social commerce. ### Creator Content as Media Asset - Leading brands are treating creator content as a core media asset, not a one-off marketing expense. - Creator content volume now outpaces brand-owned content by 32x (CreatorIQ). - Budgets are shifting from ad creation to creator content licensing and amplification. - Brands that systematize creator content pipelines (always-on programs) outperform campaign-based approaches. ### Compliance as Competitive Advantage - Brands with strong compliance programs build more durable creator relationships. - Transparency in partnerships increases audience trust and engagement. - Proactive compliance (FTC, ASA, platform policies) prevents costly penalties and reputational damage. - Include compliance training in creator onboarding to prevent issues before they occur. ### Measurement Shifts to Decision-Grade Reporting - Brands moving beyond vanity metrics (impressions, likes) to decision-grade metrics (attributed revenue, incrementality, brand lift). - Multi-touch attribution models incorporating influencer touchpoints alongside paid, organic, and email channels. - Post-purchase surveys remain the most reliable first-party attribution method for influencer marketing. - Influencer-driven orders during Cyber Week 2025 nearly doubled year-over-year, with influencer spend up 51% while commission costs stayed flat (Impact.com). ### Income Diversification for Creators - Creators relying on single income sources are more financially vulnerable. - Top creators maintain 3+ income streams: sponsorships, affiliate, subscriptions, products, courses, events. - Brands can support creator diversification through co-created products, affiliate programs, and long-term retainer agreements. - 63% of creators report burnout; brands that respect sustainable content schedules build stronger partnerships. --- ## Sources - Influencer Marketing Hub Benchmark Report 2025, 2026 - CreatorIQ State of Creator Marketing 2025-2026 - Aspire State of Influencer Marketing 2026 - Later Influencer Marketing Report 2025 - Impact.com Influencer Marketing Trends 2026 - Goldman Sachs Creator Economy Research - Precedence Research Creator Economy Market Analysis - HypeAuditor Global Influencer Marketing Report - FTC Endorsement Guides (Updated 2023, Enforcement Data 2025-2026) - TikTok Shop GMV Reports 2024-2025 - Organic Media Buying Tier Comparison Data 2026 --- ## Supporting file: references/campaign-management.md # Campaign Management > Capability prompt for marketing-influencer skill. Load when user needs creative briefs, approval processes, timeline management, or campaign execution. --- ## Creative Briefs A strong brief gives direction without killing authenticity. ### Brief Template ```markdown # Creator Brief: {Campaign Name} ## Brand Overview (1-2 sentences) ## Campaign Objective (awareness, traffic, conversions, UGC) ## Key Messages (2-3 max) ## Content Requirements (platform, format, length, deliverable count) ## Must-Include (product mention, @handle, #hashtag, #ad disclosure, tracking link/code) ## Creative Freedom (what creator decides: setting, script, style, hook, music) ## Do Not (brand restrictions) ## Timeline (brief sent, draft due, feedback by, publish window) ## Compensation and Usage Rights ``` For detailed brief template, read `./references/frameworks/creative-brief.md`. --- ## Content Approval Process 1. Creator submits draft by agreed deadline. 2. Brand reviews within 24-48 hours. Maximum 2 revision rounds. 3. Feedback must be specific and constructive -- not a rewrite. Respect creator voice. 4. Final approval confirmed in writing. 5. Creator publishes within agreed window. **Golden rule**: Heavy revision needs signal a bad brief, not a bad creator. --- ## Timeline Management | Phase | Duration | Activities | |---|---|---| | Planning | 2-4 weeks | Strategy, identification, vetting, shortlisting | | Outreach | 1-2 weeks | Contact, negotiation, contracting | | Onboarding | 3-5 days | Brief delivery, product shipment, Q&A | | Content creation | 1-3 weeks | Creator produces, submits drafts | | Review | 3-5 days | Feedback rounds, final approval | | Publishing | 1-2 weeks | Staggered posting within campaign window | | Reporting | 1-2 weeks post | Collect metrics, analyze, report | **Total lead time**: 6-10 weeks from planning to reporting. --- ## FTC and ASA Disclosure Requirements ### FTC (US) - Any material connection must be clearly disclosed. - "#ad" or "#sponsored" at the beginning of caption, not buried. - Platform paid partnership labels encouraged but do not replace written disclosure. - Must be visible without clicking "more." - Video content requires verbal disclosure within first few seconds, plus on-screen text. ### ASA (UK) - "#ad" as the first word or platform-native labels. - Gifted products require "#gifted" or "#ad." - Affiliate links require "#affiliate" or "#ad." ### General Rule When in doubt, disclose. Over-disclosure never hurts; under-disclosure risks legal action, platform penalties, and audience trust. --- ## Response Time Standards For communication SLA by partnership stage, read `./references/frameworks/response-time-standards.md`. Quick reference: - Initial inquiry response: 24-48 hours - Brief delivery: Within 3 days of contract - Draft review: 24-48 hours - Payment processing: Per contract schedule (typically within 30 days) --- ## Outcome Deliver campaign execution plan with: - Creative brief - Approval workflow - Timeline with milestones - Disclosure requirements checklist - Communication SLA --- ## Supporting file: references/campaign-types.md # Campaign Types > Capability prompt for marketing-influencer skill. Load when user needs to select campaign type or structure partnerships. --- ## Sponsored Content Single or multi-post paid partnerships. Creator produces content featuring the brand. - **Best for**: Awareness, social proof, traffic - **Typical deliverables**: 1-3 posts with defined messaging points - **Timeline**: 2-4 weeks from brief to publish --- ## Product Reviews and Unboxing Ship product for honest review. Works best with creators already covering the category. - **Best for**: High-consideration products, tech, beauty - **Key principle**: Allow honest feedback -- forced positivity destroys credibility - **Timeline**: 1-2 weeks product delivery, 1-2 weeks content creation --- ## Tutorials and How-To Creator demonstrates product usage. - **Best for**: Complex products, beauty, tech, SaaS - **Platform preference**: YouTube tutorials have evergreen SEO value - **Deliverables**: 5-15 minute demonstration video - **Timeline**: 2-4 weeks --- ## Account Takeovers Creator takes over brand's social account for a day or event. - **Best for**: Driving creator's audience to brand channel - **Requirements**: Trust and clear guidelines - **Timeline**: 1-2 days live, 1 week prep --- ## Co-Created Content Brand and creator collaborate on content, product collabs, or co-branded series. - **Best for**: Highest effort, strongest partnership signal - **Deliverables**: Both parties promote - **Timeline**: 4-8 weeks --- ## Affiliate Campaigns Creator promotes using unique tracking links or codes. Commission-based. - **Best for**: Performance-driven, conversion focus - **See full framework**: `./references/affiliate-programs.md` --- ## Brand Ambassador Programs Long-term partnerships (3-12 months) with consistent creator roster. Ambassadors post regularly, attend events, provide feedback. ### Tiered Program Structure | Tier | Compensation | Deliverables | Duration | |---|---|---|---| | Seed | Free product + commission | 1 post/month | 3-month trial | | Growth | Monthly stipend + product + commission | 2-3 posts/month | 6-month contract | | Elite | Retainer + product + commission + event access | 4+ posts/month | 12-month contract | For detailed tier structure, read `./references/frameworks/ambassador-tiers.md`. --- ## Event Attendance Invite creators to launches, events, conferences. Cover travel and expenses. - **Best for**: Product launches, experiential moments - **Brief**: Key messages but let coverage feel organic - **Timeline**: Event date + 1 week prep --- ## Long-Term Partnerships Multi-month contracts with recurring deliverables. - **Benefits**: Deeper brand integration, audience familiarity, 2-3x better performance than one-offs - **Compensation**: Monthly retainer or per-deliverable rate - **Duration**: 3-12 months typical --- ## Decision Framework Select campaign type based on: 1. **Objective**: Awareness → sponsored/ambassador. Conversion → affiliate/review. Education → tutorial. 2. **Budget**: Tight → gifting/affiliate. Moderate → sponsored/micro. Large → ambassador/macro. 3. **Timeline**: Urgent → sponsored one-off. Ongoing → ambassador/long-term. 4. **Product type**: Simple → unboxing/UGC. Complex → tutorial/review. --- ## Outcome Deliver campaign type recommendation with: - Selected type(s) and rationale - Deliverables specification - Timeline estimate - Budget allocation - Success metrics --- ## Supporting file: references/compensation.md # Compensation Models > Capability prompt for marketing-influencer skill. Load when user needs pricing, compensation structure, or usage rights guidance. --- ## Compensation Models | Model | Structure | Best For | Risk | |---|---|---|---| | Gifting | Free product, no payment | Nano creators, seeding | Low cost, no guaranteed output | | Flat Fee | Fixed per deliverable | Sponsored posts | Predictable cost, no performance alignment | | Performance (CPA/CPC) | Pay per conversion or click | Affiliate, conversion-focused | Low risk, requires tracking | | Revenue Share | % of sales generated | Long-term partnerships, collabs | Aligned incentives, variable cost | | Hybrid | Base fee + performance bonus | Ambassador programs | Moderate risk, aligned incentives | | Equity | Ownership stake | Startup partnerships | Long-term alignment, complex, rare | --- ## Pricing Guidelines ### Instagram - Post: $100-$500 per 10K followers - Reels premium: +50-100% over static posts - Story set (3-5 frames): 30-50% of feed post rate ### TikTok - Video: $200-$800 per 10K followers - TikTok Shop: Base fee + commission (10-25%) ### YouTube - Integration: $500-$2,000 per 10K subscribers - Dedicated video: 2-3x integration pricing - Shorts: $50-$250 per 10K subscribers ### LinkedIn - Post: $100-$300 per 10K followers - Article: $200-$500 per 10K followers - Video: $200-$600 per 10K followers --- ## Usage Rights Pricing | Rights Level | Additional Cost | Duration | Use Case | |---|---|---|---| | Organic repost only | Included or +10% | Campaign duration | Brand social channels | | Paid media license | +15-30% | 30-90 days | Running as paid ads | | Extended paid media | +30-50% | 6-12 months | Long-term ad campaigns | | Exclusivity (category) | +50-100% | Contract duration | No competitor partnerships | | Full buyout (perpetuity) | +100-200% | Unlimited | All channels, all uses, forever | | Whitelisting/Spark Ads | +15-25% | 30-60 days | Running ads from creator's account | --- ## Negotiation Tactics 1. **Lead with value**: Highlight what the creator gets beyond payment -- audience growth, content assets, exclusive access, long-term relationship. 2. **Know your ceiling**: Set maximum cost per creator before negotiation. Anchor at mid-range. 3. **Bundle for discounts**: Multi-post packages, long-term contracts, exclusivity windows reduce per-deliverable cost. 4. **Performance bonuses**: Base pay plus bonus for exceeding targets aligns incentives. 5. **Usage rights**: Negotiate upfront. Organic-only costs less than paid media licensing. 6. **Creative control**: Give freedom within guardrails. The best briefs define outcomes, not scripts. For detailed negotiation scripts, read `./references/frameworks/negotiation.md`. --- ## Budget Rule 80% of budget on nano/micro creators delivers more total engagement than 80% on one macro creator. Example allocation for $10,000 budget: - 70% ($7,000): 20-30 nano/micro creators ($100-$350 each) - 20% ($2,000): 2-3 mid-tier creators ($500-$1,000 each) - 10% ($1,000): Paid amplification of top-performing content --- ## Outcome Deliver compensation recommendation with: - Model selection and rationale - Per-creator pricing estimate - Usage rights specification - Budget allocation - Negotiation approach --- ## Supporting file: references/frameworks-index.csv ```csv id,name,description,best_for,outreach_stage,file,tags cold-dms,Cold DM Templates by Platform,Platform-specific DM and email templates for initial creator outreach,First contact with new creators across Instagram/TikTok/LinkedIn/email,initial-outreach,frameworks/cold-dms.md,outreach;templates;dm;email;cold-contact follow-up-sequence,Follow-Up Sequence Framework,4-touch follow-up cadence with timing and channel-switch strategy,Re-engaging creators who haven't responded to initial outreach,follow-up,frameworks/follow-up-sequence.md,follow-up;cadence;sequence;nurture;re-engagement negotiation,Negotiation Frameworks and Scripts,PREP framework and response scripts for rate/budget/usage-rights negotiation,Discussing rates and structuring deals when a creator responds,negotiation,frameworks/negotiation.md,negotiation;rates;pricing;usage-rights;bundling;scripts creative-brief,Creative Brief Template,Full creator brief template with messaging/requirements/timeline/compensation,Briefing creators on campaign deliverables and expectations,campaign-execution,frameworks/creative-brief.md,brief;template;campaign;deliverables;requirements ambassador-tiers,Ambassador Program Tier Structure,Seed/Growth/Elite tier definitions with compensation and selection criteria,Designing or managing a structured long-term ambassador program,program-design,frameworks/ambassador-tiers.md,ambassador;tiers;program;long-term;selection-criteria contract-outline,Contract Outline Template,12-section partnership agreement outline covering scope/rights/termination,Drafting or reviewing influencer partnership agreements,contracting,frameworks/contract-outline.md,contract;legal;agreement;usage-rights;exclusivity;termination campaign-reporting,Campaign Reporting Template,Full post-campaign report template with metrics/ROI/creator-level performance,Reporting on completed influencer campaigns and extracting learnings,reporting,frameworks/campaign-reporting.md,reporting;metrics;roi;performance;analysis influencer-scoring,Influencer Scoring Rubric,Weighted scoring matrix and quick-score checklist for creator vetting,Evaluating and comparing potential influencer partners during discovery,vetting,frameworks/influencer-scoring.md,scoring;vetting;evaluation;rubric;checklist response-time-standards,Response Time Standards,Expected brand and creator response times by partnership stage,Setting communication expectations during onboarding and execution,operations,frameworks/response-time-standards.md,response-time;sla;communication;operations;onboarding ``` --- ## Supporting file: references/frameworks/ambassador-tiers.md # Ambassador Program Tier Structure Template ### Program Overview ```markdown # {Brand Name} Ambassador Program ## Program Mission {1-2 sentences on what the program aims to achieve and the mutual value for brand and ambassadors} ## Program Values - Authenticity over perfection - Creative freedom within brand guidelines - Long-term partnerships over transactions - Mutual growth and support ``` ### Tier Structure | Attribute | Seed Tier | Growth Tier | Elite Tier | |---|---|---|---| | **Entry Requirements** | 1K+ followers, brand-aligned content, active engagement | 10K+ followers OR top Seed performer, 3+ months as Seed | 50K+ followers OR top Growth performer, 6+ months as Growth | | **Contract Duration** | 3-month trial (rolling) | 6-month contract | 12-month contract | | **Content Requirements** | 1 post/month minimum | 2-3 posts/month minimum | 4+ posts/month minimum | | **Compensation** | Free product + affiliate commission (10-15%) | $200-$500/month stipend + product + commission (15-20%) | $1,000-$3,000/month retainer + product + commission (20-25%) + event access | | **Product Access** | Seasonal product shipments | Monthly product + early access to new launches | Unlimited product + exclusive pre-launch access + custom items | | **Brand Support** | Monthly email newsletter, brand guidelines | Dedicated contact, monthly group call, content feedback | Dedicated account manager, 1:1 strategy calls, priority support | | **Perks** | Brand feature on social, discount code to share | Co-created content opportunities, website feature | Event attendance, product input, co-design collaborations | | **Exclusivity** | None required | Soft exclusivity (no direct competitors) | Full category exclusivity | | **Performance Review** | Monthly (auto-renew if meeting minimums) | Quarterly performance review | Quarterly review with annual renewal negotiation | | **Promotion Path** | Hit 3-month targets --> Growth invitation | Hit 6-month targets --> Elite invitation | Elite Tier + additional negotiated benefits | ### Ambassador Selection Criteria | Criterion | Weight | Scoring (1-5) | |---|---|---| | Content quality and aesthetic | 25% | 1=Poor, 3=Good, 5=Exceptional | | Engagement rate vs. tier average | 20% | 1=Below 50%, 3=At average, 5=2x+ average | | Audience alignment with brand target | 20% | 1=No match, 3=Moderate, 5=Perfect match | | Brand affinity (organic mentions, values) | 15% | 1=None, 3=Some alignment, 5=Genuine fan | | Posting consistency | 10% | 1=Sporadic, 3=Weekly, 5=Daily | | Professionalism (past partnerships) | 10% | 1=Issues, 3=Adequate, 5=Outstanding | | **Minimum score to qualify** | | **3.5/5.0 weighted average** | --- ## Supporting file: references/frameworks/campaign-reporting.md # Campaign Reporting Template ```markdown # Campaign Performance Report: {Campaign Name} ## Brand: {Brand Name} ## Date Range: {Start Date} -- {End Date} ## Report Date: {YYYY-MM-DD} --- ### Executive Summary {2-3 sentences: campaign objective, overall result, key takeaway} ### Campaign Overview | Attribute | Detail | |---|---| | Objective | {awareness / traffic / conversions / UGC} | | Platforms | {Instagram, TikTok, YouTube, etc.} | | Creator Count | {number} | | Total Deliverables | {number} | | Total Investment | ${amount} | | Campaign Duration | {dates} | ### Performance Overview | Metric | Target | Actual | vs. Target | Notes | |---|---|---|---|---| | Total Reach | {target} | {actual} | {+/-X%} | | | Total Impressions | {target} | {actual} | {+/-X%} | | | Total Engagements | {target} | {actual} | {+/-X%} | | | Avg Engagement Rate | {target%} | {actual%} | {+/-X%} | | | Link Clicks | {target} | {actual} | {+/-X%} | | | Conversions | {target} | {actual} | {+/-X%} | | | Revenue Attributed | ${target} | ${actual} | {+/-X%} | | | CPM | ${target} | ${actual} | | | | CPE | ${target} | ${actual} | | | | CPA | ${target} | ${actual} | | | | ROAS | {target}x | {actual}x | | | | EMV (Earned Media Value) | ${target} | ${actual} | | | ### Creator-Level Performance | Creator | Platform | Deliverables | Reach | Engagements | Eng Rate | Conversions | Cost | CPE | CPA | ROAS | |---|---|---|---|---|---|---|---|---|---|---| | {Creator 1} | {IG} | {2 Reels} | {X} | {X} | {X%} | {X} | ${X} | ${X} | ${X} | {X}x | | {Creator 2} | {TikTok} | {3 videos} | {X} | {X} | {X%} | {X} | ${X} | ${X} | ${X} | {X}x | | {Creator 3} | {YT} | {1 video} | {X} | {X} | {X%} | {X} | ${X} | ${X} | ${X} | {X}x | ### Top-Performing Content 1. {Creator Name} -- {platform} {content type}: {metric highlight} - Why it worked: {analysis} - Key takeaway: {what to replicate} 2. {Creator Name} -- {platform} {content type}: {metric highlight} - Why it worked: {analysis} - Key takeaway: {what to replicate} ### Underperforming Content 1. {Creator Name} -- {platform} {content type}: {metric shortfall} - Why it underperformed: {analysis} - Lesson learned: {what to avoid or adjust} ### ROI Analysis | Component | Amount | |---|---| | Total Investment | ${amount} | | Creator Fees | ${amount} | | Product/Gifting Costs | ${amount} | | Platform/Tool Costs | ${amount} | | Attributed Revenue | ${amount} | | ROAS | {X}x | | Estimated EMV | ${amount} | | Total Value (Revenue + EMV) | ${amount} | ### Key Learnings 1. {Learning 1} 2. {Learning 2} 3. {Learning 3} ### Recommendations for Next Campaign 1. {Recommendation 1: e.g., "Double down on nano creators -- they outperformed macro by 3x on CPE"} 2. {Recommendation 2: e.g., "Shift 20% of budget from Instagram to TikTok based on engagement data"} 3. {Recommendation 3: e.g., "Extend top 3 performers to 6-month ambassador contracts"} ``` --- ## Supporting file: references/frameworks/cold-dms.md # Cold DM Templates by Platform ### Instagram DM Template ``` Hey {FirstName}! I've been following your content for a while -- your {specific post/Reel description} really resonated with me. I'm {YourName} from {Brand}. We {one-sentence brand description with differentiator}. We're building a creator program around {niche/topic}, and your style is exactly what we're looking for. Would you be open to hearing more about a potential collab? No pressure at all -- just thought there could be a natural fit. {YourName} {Brand} | {Title} ``` **DM tips for Instagram:** - Keep under 150 words. Instagram DMs are read on mobile. - Reference a specific post or Reel, not just "your content." - Do not pitch compensation in the first message. - Include your brand name and title for credibility. - If they have an email in bio, move to email after initial DM response. ### TikTok DM Template ``` Hey {FirstName}! Just watched your {specific video reference} -- the {specific detail that shows you watched it} was amazing. I'm with {Brand} and we're looking for creators in the {niche} space for a paid collaboration. Interested in hearing more? Can share details here or via email. {YourName} | {Brand} ``` **DM tips for TikTok:** - TikTok DMs are even more casual. Keep under 100 words. - Reference the specific video that caught your attention. - Mention "paid" upfront -- TikTok creators receive heavy gifting spam. - Offer to move to email quickly for professional discussion. - If the creator is on TikTok Creator Marketplace, use that channel first. ### LinkedIn DM Template (B2B) ``` Hi {FirstName}, Your recent post on {specific topic} caught my attention -- particularly {specific insight or data point they shared}. I'm {YourName}, {Title} at {Brand}. We {one-sentence description of what the brand does and its differentiator}. We're exploring partnerships with thought leaders in {industry/niche} and I believe there's a natural alignment between your expertise and our audience. Would you be open to a brief conversation about a potential collaboration? Happy to share specifics. Best, {YourName} {Title} | {Brand} {Website} ``` **DM tips for LinkedIn:** - More formal tone than Instagram/TikTok. - Reference their specific expertise or thought leadership. - Mention the value to their audience, not just your brand. - LinkedIn thought leaders value being recognized for their ideas. - Follow up with a connection request if you are not already connected. ### Cold Email Template (All Platforms) ``` Subject: Loved your {specific content reference} -- collab with {Brand}? Hi {FirstName}, I came across your {specific post/video/article} on {platform} and it immediately stood out -- {1-2 sentences on what you admired and why it connects to your brand}. I'm {YourName} from {Brand}. We {one-sentence brand description and differentiator}. We're building a {campaign type/creator program} for {niche}, and your work is exactly the kind of authentic voice we're looking for. Here's what I had in mind: - Partnership type: {sponsored content / ambassador / affiliate / etc.} - Scope: {number of deliverables, platforms, timeline} - Compensation: {paid collaboration / product + payment / commission} - Creative freedom: {you bring the concept, we provide guidelines} Would you be open to a 15-minute call this week to discuss? If email isn't the best way to reach you, happy to DM on {platform} instead. Best, {YourName} {Title} | {Brand} {Website} | {Phone optional} ``` **Email tips:** - Subject line must reference something specific to the creator. - Keep the email under 200 words for initial outreach. - Include clear next step (call, reply, DM). - Mention creative freedom early -- creators value it highly. - Never send the same template to multiple creators without personalization. --- ## Supporting file: references/frameworks/contract-outline.md # Contract Outline Template > Note: This is an outline for discussion and planning purposes. Always consult > legal counsel before using as a binding agreement. ```markdown # Influencer Partnership Agreement Outline ## 1. Parties - Brand: {Legal entity name, address} - Creator: {Legal name, business entity if applicable, address} ## 2. Scope of Work - Campaign: {campaign name and description} - Deliverables: - {Number} x {content type} on {platform} - {Number} x {content type} on {platform} - {Any additional deliverables: event attendance, interviews, etc.} - Timeline: {start date} through {end date} - Publishing window: Content to be published between {date} and {date} - Content must remain live for minimum of {90/180/365} days ## 3. Compensation - Total fee: {amount} - Payment schedule: - {50%} upon contract execution - {50%} upon final content approval - OR {amount} per deliverable upon approval - Payment method: {PayPal / wire / ACH / platform} - Payment terms: Net {15/30} from invoice date - Performance bonus: {if applicable: bonus amount for exceeding target} ## 4. Content Approval Process - Creator submits draft content by {date/timeframe} - Brand provides feedback within {24/48} hours - Maximum {2} rounds of revisions - Final approval confirmed in writing (email acceptable) - If brand does not respond within {48/72} hours, content is deemed approved ## 5. Usage Rights - Organic posting: {Brand may repost on owned channels with credit} - Duration: {campaign duration / 12 months / perpetuity} - Paid media license: {Brand may use content in paid advertisements} - Duration: {30 / 60 / 90 / 180 days} - Platforms: {Meta, TikTok, Google, all platforms} - Whitelisting: {Brand may run ads from creator's account} - Duration: {30 / 60 days} - Editing rights: {Brand may crop, add text overlays, or re-edit} - Restrictions: {No alteration of creator's voice or likeness without approval} ## 6. Exclusivity - Category exclusivity: Creator will not promote {competitor category} - Duration: During contract + {30/60/90} days after - Platform exclusivity: {None / specific platform restrictions} - Product exclusivity: {None / specific product category} ## 7. Disclosure Requirements - Creator must comply with FTC Endorsement Guides - Required disclosures: {#ad / Paid Partnership label / both} - Brand will provide guidance but creator is responsible for compliance - Creator must not make claims that are {false, unsubstantiated, medical, etc.} ## 8. Content Ownership - Creator retains ownership of original content - Brand receives license as defined in Section 5 - Creator grants brand right to use their name and likeness in connection with the campaign ## 9. Confidentiality - Creator will not disclose campaign details, compensation, or strategy to third parties - Embargo: No public mention before {date} - Duration: {12/24} months after contract termination ## 10. Termination - Either party may terminate with {14/30} days written notice - Immediate termination for: material breach, illegal activity, conduct that damages brand reputation - Upon termination: completed deliverables are still compensated; remaining deliverables are canceled - Usage rights for completed content survive termination per Section 5 ## 11. Performance Benchmarks (if applicable) - Minimum engagement rate: {X%} - Minimum views: {X} per deliverable - If benchmarks are not met for {2/3} consecutive deliverables, brand may renegotiate terms or terminate ## 12. Representations and Warranties - Creator represents they have authority to enter this agreement - Creator represents their audience is genuine and not artificially inflated - Creator represents they will create original content - Creator will not use AI to generate content without brand approval ``` --- ## Supporting file: references/frameworks/creative-brief.md # Creative Brief Template ```markdown # Creator Brief: {Campaign Name} ## Date: {YYYY-MM-DD} ## Brand: {Brand Name} --- ### Brand Overview {2-3 sentences: what the brand is, who it serves, what makes it different} ### Campaign Objective {Primary goal: awareness / traffic / conversions / UGC generation / product launch} KPI: {specific metric and target, e.g., "50,000 video views" or "200 link clicks"} ### Target Audience {Who we're trying to reach: demographics, interests, pain points} ### Key Messages (pick 2-3 max) 1. {Message 1: the primary takeaway} 2. {Message 2: supporting proof point} 3. {Message 3: differentiator or CTA} ### Content Requirements - Platform: {Instagram Reels / TikTok / YouTube / etc.} - Format: {vertical video / carousel / Story set / etc.} - Length: {15-60 seconds / 3-5 carousel slides / etc.} - Deliverables: {1 Reel + 3 Stories / 2 TikTok videos / etc.} ### Must-Include Elements - [ ] Product shown in use (not just held up) - [ ] Brand @handle tagged: {@brandhandle} - [ ] Campaign hashtag: {#CampaignHashtag} - [ ] Disclosure: #ad or platform paid partnership label - [ ] Tracking link/code: {unique link or discount code} - [ ] CTA: {specific call to action, e.g., "Link in bio to shop"} ### Creative Freedom (what YOU decide) - Setting and backdrop - Script and speaking style - Hook and opening - Music selection - Personal anecdote or story ### Do NOT Include - {Competitor mentions or products visible} - {Specific claims we can't make: medical, guaranteed results, etc.} - {Off-brand language, themes, or settings} ### Timeline | Milestone | Date | |---|---| | Brief sent to creator | {date} | | Content draft due | {date} | | Brand feedback by | {date} | | Revised draft due (if needed) | {date} | | Final approval confirmed | {date} | | Publish window opens | {date} | | Publish window closes | {date} | ### Compensation & Usage Rights - Fee: {amount} per {deliverable} - Product: {what they receive} - Usage rights: {organic only / 30-day paid media / full buyout} - Payment: {Net 15 / Net 30 / upon content approval} - Payment method: {PayPal / bank transfer / platform} ### Brand Assets - Logo files: {link to drive/folder} - Brand guidelines: {link} - Product images: {link} - Approved messaging: {link to this brief} ### Point of Contact - Name: {YourName} - Email: {email} - Response time: Within 24 hours ``` --- ## Supporting file: references/frameworks/follow-up-sequence.md # Follow-Up Sequence Framework ### Standard 4-Touch Follow-Up Sequence | Touchpoint | Timing | Channel | Content Strategy | |---|---|---|---| | Touch 1: Initial Outreach | Day 0 | Email or DM | Value proposition with specific content reference (templates above) | | Touch 2: Gentle Nudge | Day 3-5 | Same channel | Add new value: reference their recent content, share relevant brand news, or mention what other creators are doing with the brand | | Touch 3: Channel Switch | Day 7-10 | Alternate channel | Short and casual: "Hey {Name}, dropped you a note on email -- wanted to make sure it didn't get lost. Still interested in chatting about a collab?" | | Touch 4: Door Open | Day 14-21 | Email | No-pressure close: "Totally understand if the timing isn't right. The door is always open if you'd like to collaborate down the road. Keep up the great work." | ### Follow-Up Message Templates **Touch 2 (Day 3-5):** ``` Hi {FirstName}, Just following up on my note from {day}. I also wanted to mention -- your {recent post/video from last few days} was great. {Brief specific comment}. We've been working with creators like {similar creator or general description} on {campaign type} and seeing {brief result}. Would love to explore something similar with you. Let me know if you'd like to chat! {YourName} ``` **Touch 3 (Day 7-10, channel switch):** ``` Hey {FirstName}! Sent you an email a few days ago about a potential collab with {Brand}. Totally get it if you've been busy -- just wanted to make sure it didn't slip through. Happy to chat here or via email ({email}). {YourName} | {Brand} ``` **Touch 4 (Day 14-21, final):** ``` Hi {FirstName}, I know your inbox is probably flooded, so this will be my last note. I genuinely admire your content and think there's a great fit with {Brand}. If the timing ever feels right for a collaboration, the door is always open. No pressure at all. Wishing you continued success! {YourName} {Title} | {Brand} ``` ### Follow-Up Rules - Never follow up more than 3 times after the initial outreach (4 touches total). - Every follow-up must add new value. Never send "just checking in" or "following up." - If a creator does not respond after 4 touches, add them to a "re-engage in 90 days" list. - If a creator says no, thank them warmly and mark as "declined -- revisit in 6 months." - If a creator says "not now," schedule a re-engagement outreach for 60-90 days later. - Track all outreach in a CRM or spreadsheet: creator name, platform, date, response, status. --- ## Supporting file: references/frameworks/influencer-scoring.md # Influencer Scoring Rubric ### Scoring Matrix (Use During Vetting) | Criterion | Weight | 1 (Poor) | 2 (Below Avg) | 3 (Average) | 4 (Good) | 5 (Excellent) | |---|---|---|---|---|---|---| | **Engagement Rate** | 20% | Below 50% of tier avg | 50-75% of tier avg | At tier average | 1.5x tier avg | 2x+ tier avg | | **Audience Quality** | 20% | Major mismatch with target | Some overlap | Moderate alignment | Strong alignment | Perfect match (geo, demo, interests) | | **Content Quality** | 15% | Low effort, inconsistent | Acceptable but generic | Good production, authentic voice | High quality, distinctive style | Exceptional creative, trendsetting | | **Brand Fit** | 15% | Conflicting values or category | Neutral, no natural connection | General category relevance | Strong category fit, value alignment | Organic fan, natural advocate | | **Authenticity** | 15% | Red flags (fake followers, bots) | Some questionable signals | Appears genuine, limited data | Strong signals of genuine audience | Verified authentic, community-driven | | **Posting Consistency** | 5% | Inactive or sporadic | Monthly at best | 2-3x per week | Daily or near-daily | Consistent schedule, high volume | | **Past Partnerships** | 5% | Compliance issues, poor execution | Limited experience | Adequate, standard executions | Professional, clear disclosures | Outstanding track record, case studies | | **Professionalism** | 5% | Unresponsive, unreliable | Slow responses, some issues | Responsive, meets deadlines | Proactive communication, on time | Exceeds expectations, adds value | ### Scoring Thresholds | Score Range | Recommendation | Action | |---|---|---| | 4.5-5.0 | Tier 1: Priority partner | Fast-track outreach, offer premium terms | | 3.5-4.4 | Tier 2: Strong candidate | Standard outreach, competitive offer | | 2.5-3.4 | Tier 3: Consider for volume | Seed tier or gifting-only partnership | | Below 2.5 | Pass | Do not pursue; revisit in 6 months | ### Quick-Score Checklist (Rapid Vetting) Use this 5-question checklist for initial screening before full scoring: - [ ] Engagement rate at or above tier average? - [ ] Audience demographics match brand target? (check top countries, age range) - [ ] Content aesthetic and values align with brand? - [ ] No red flags? (fake followers, missing disclosures, competitor partnerships) - [ ] Active and consistent posting in the last 30 days? If all 5 boxes are checked, proceed to full scoring. If 2+ boxes fail, pass. --- ## Supporting file: references/frameworks/negotiation.md # Negotiation Frameworks and Scripts ### The PREP Negotiation Framework | Step | Action | Example | |---|---|---| | **P**repare | Research creator rates, audience data, past partnerships | Check tier benchmarks, engagement rate, content quality | | **R**ange | Set your budget range (floor, target, ceiling) | Floor: $300, Target: $500, Ceiling: $750 per Reel | | **E**xchange | Identify value beyond payment to offer | Usage rights, cross-promotion, long-term deal, event access | | **P**ropose | Lead with mid-range offer and value-adds | "We're thinking $500 per Reel plus product and we'd love to feature your content on our channels" | ### Negotiation Response Scripts **When a creator's rate is above your budget:** ``` Thanks for sharing your rates, {FirstName}. I really appreciate the transparency. Your rate of {their rate} is a bit above our budget for this campaign. Here's what I can offer: Option A: {lower rate} per {deliverable} with {value-add: longer partnership, usage rights included, product, etc.} Option B: {their rate} per {deliverable} but with a performance bonus structure: base of {lower rate} plus {bonus amount} if we hit {metric target}. Option C: A {number}-month package at {discounted per-post rate} per deliverable ({total package value}). Would any of these work for you? Open to discussing what makes the most sense. ``` **When asked about budget before you've pitched:** ``` Great question! Our budget depends on the scope of the partnership. To give you an accurate range, it would help to understand: - What types of content you'd be most excited to create - Your typical turnaround time - Whether you're open to a multi-post or long-term arrangement Once we align on scope, I can share specific numbers. Our goal is to create something that feels fair and exciting for both sides. ``` **When negotiating usage rights:** ``` We'd love to use your content beyond organic posting. Here's how we typically structure usage rights: - Organic repost on our channels: Included in base rate - Paid media license (30 days): +20% of base rate - Paid media license (90 days): +35% of base rate - Exclusivity (no competitor posts for {duration}): +50% of base rate We find most creators prefer the 30-day paid media option since it keeps overall compensation competitive. What feels right for you? ``` ### Bundling and Discount Strategies | Bundle Type | Typical Discount | Example | |---|---|---| | Multi-post package (3-5 posts) | 10-20% per post | 5 Reels at $450 each vs. $500 each single | | Long-term contract (3-6 months) | 15-25% per post | 6-month ambassador at $400/Reel vs. $500 one-off | | Multi-platform package | 10-15% total | Instagram Reel + TikTok video + Stories at 85% of individual rates | | Usage rights included | 5-10% discount on base | Include 30-day paid media in base rate at slight premium | | Exclusivity window | No discount; pay premium | Category exclusivity costs 50-100% premium | --- ## Supporting file: references/frameworks/response-time-standards.md # Response Time Standards | Stage | Brand Response Time | Creator Response Time | |---|---|---| | Initial outreach reply | N/A | 3-7 days (allow grace) | | Rate/scope discussion | Within 24 hours | Within 48 hours | | Contract review | Within 48 hours | Within 5 business days | | Brief questions | Within 24 hours | Within 24 hours | | Content draft review | Within 24-48 hours | N/A | | Revision feedback | Within 24 hours | Within 48 hours | | Final approval | Within 24 hours | N/A | | Payment processing | Within terms (Net 15/30) | N/A | ### Best Practice: Set expectations in the onboarding process. Include response time commitments in the creative brief and contract outline. Prompt communication builds trust and encourages creators to prioritize your partnership. --- ## Supporting file: references/influencer-identification.md # Influencer Identification and Vetting > Capability prompt for marketing-influencer skill. Load when user needs creator discovery, shortlists, or vetting criteria. --- ## Discovery Methods - **Hashtag and keyword search**: Search brand-relevant hashtags and keywords on each platform. Check who creates top content. - **Competitor analysis**: Identify who is already partnering with or posting about competitors. - **Audience overlap**: Ask existing customers which creators they follow. Survey or social listening. - **Platform tools**: TikTok Creator Marketplace, Instagram Creator Marketplace, YouTube BrandConnect. - **Third-party platforms**: Aspire, Grin, CreatorIQ, Upfluence, Modash, HypeAuditor, Heepsy. - **Organic brand fans**: Creators already mentioning the brand are the highest-value targets. - **Industry events**: Speakers, panelists, and active voices in niche communities. --- ## Research Mode: Influencer Discovery Use agent-browser to find and vet creators before building shortlists. Check `./brands/{brand-slug}/sostac/00-auto-discovery.md` for influencer data already collected. **Influencer Research Commands:** ```bash # TikTok Creator Search agent-browser --session influencer-research open "https://www.tiktok.com/search/user?q={niche-keyword}" && agent-browser wait --load networkidle && agent-browser wait 2000 agent-browser get text body # Instagram Hashtag Research (find active creators) agent-browser --session influencer-research open "https://www.instagram.com/explore/tags/{niche-hashtag}/" && agent-browser wait --load networkidle && agent-browser wait 2000 agent-browser screenshot ./brands/{brand-slug}/channels/influencer/content/hashtag-research.png # YouTube Creator Search agent-browser --session influencer-research open "https://www.youtube.com/results?search_query={niche-keyword}+review" && agent-browser wait --load networkidle && agent-browser wait 2000 agent-browser get text body # Check an influencer's engagement (public profile) agent-browser --session influencer-research open "https://www.instagram.com/{influencer-handle}/" && agent-browser wait --load networkidle agent-browser get text body # Extract: follower count, average post likes/comments (calculate engagement rate = (likes+comments)/followers x 100) ``` Close session when done: `agent-browser --session influencer-research close` --- ## Vetting Criteria | Criterion | Green Flag | Red Flag | |---|---|---| | Engagement rate | At or above tier average | Below 1% IG, below 2% TikTok | | Audience quality | Matches brand target demographics and geography | Irrelevant geographies or demographics | | Content quality | Strong aesthetic, authentic voice, consistent | Low effort, inconsistent, overly templated | | Brand alignment | Natural fit with category and values | Conflicting values, competitor partnerships | | Audience authenticity | Steady organic growth, real comments | Sudden spikes, generic/emoji-only comments | | Posting consistency | Regular cadence, active community | Long gaps, declining activity | | Past partnerships | Professional execution, clear disclosures | Sloppy integrations, missing disclosures | --- ## Red Flags: Fake Followers and Bots Warning signs: - Follower-to-engagement ratio far below tier averages - Sudden follower spikes without viral content - Generic or off-topic comments - High follower count but very low Story views (expect 3-7% on Instagram) - Audience demographics mismatched with content language/niche - Staircase-pattern growth charts (bulk purchases) **Verification tools**: HypeAuditor, Modash, Social Blade, manual spot-checks of comment quality. --- ## Influencer Scoring For detailed scoring rubric, read `./references/frameworks/influencer-scoring.md` from the indexed frameworks. Quick-score checklist: 1. Engagement rate within tier norms? (Yes/No) 2. Audience demographics match target? (Yes/No) 3. Content quality consistent? (Yes/No) 4. No competing brand partnerships? (Yes/No) 5. Growth pattern organic (no sudden spikes)? (Yes/No) 6. Disclosure compliance in past partnerships? (Yes/No) Score: 5-6 Yes = High fit. 3-4 Yes = Medium fit. 0-2 Yes = Low fit, skip. --- ## Outcome Deliver an influencer shortlist table: - Creator name and handle - Platform - Followers - Engagement rate - Niche/category - Fit score (High/Medium/Low) - Estimated cost - Rationale for inclusion Save to resolved path as `influencer-shortlist-{YYYY-MM-DD}.md`. --- ## Supporting file: references/influencer-strategy.md # Influencer Strategy Framework > Capability prompt for marketing-influencer skill. Load when user needs tier selection or platform strategy. --- ## Influencer Tiers | Tier | Followers | Avg Engagement | Typical Cost | Best For | |---|---|---|---| | Nano | 1K-10K | 4-8% | Free product - $250 | Authenticity, niche trust, local reach, high engagement | | Micro | 10K-100K | 2-5% | $250-$5,000 | Niche authority, strong community, cost-efficient conversions | | Mid-Tier | 100K-500K | 1.5-3% | $5,000-$25,000 | Balanced reach and engagement, category credibility | | Macro | 500K-1M | 1-2% | $25,000-$75,000 | Mass awareness, campaign anchoring, mainstream credibility | | Mega | 1M+ | 0.5-1.5% | $75,000-$1M+ | Maximum reach, cultural moments, brand prestige | ### When to Use Each Tier - **Nano/Micro**: Product launches needing authentic buzz, tight budgets, niche audiences, local campaigns, high-volume UGC generation, always-on ambassador programs. - **Mid-Tier**: Balanced campaigns needing reach plus credibility, category authority, content quality with reasonable cost. - **Macro/Mega**: Major brand moments, mainstream awareness, tent-pole campaigns, celebrity endorsement strategy. ### Budget Rule 80% of budget on nano/micro creators delivers more total engagement than 80% on one macro creator. Start with volume at the bottom, scale upward. --- ## Platform Selection | Platform | Strengths | Best Content Types | Key Metrics | |---|---|---|---| | Instagram | Visual storytelling, shopping, broad demos | Reels, carousels, Stories, Lives | Reach, saves, shares, link clicks | | TikTok | Viral potential, Gen Z/Millennial, TikTok Shop | Short-form video, duets, Lives | Views, watch time %, shares, Shop conversions | | YouTube | Long-form depth, evergreen SEO, high trust | Reviews, tutorials, vlogs, Shorts | Watch time, CTR, subscriber gain, link clicks | | LinkedIn | B2B influence, thought leadership | Posts, articles, video, newsletters | Impressions, engagement rate, leads | | Podcasts | Deep engagement, niche authority | Sponsorships, guest appearances | Downloads, promo code usage, site visits | ### Platform Selection Principle Match platform to where the brand's target audience spends time (from SOSTAC), not where the most influencers exist. --- ## Decision Framework When selecting tier and platform mix: 1. **Audience match**: Where does target audience spend time? What content format resonates? 2. **Budget constraints**: Tight budget = nano/micro volume. Larger budget = tier diversity. 3. **Campaign objective**: Awareness = macro/reach. Conversion = nano/micro/trust. 4. **Content needs**: UGC for ads = nano creators. Long-form education = YouTube creators. 5. **Timeline urgency**: Macro creators have longer lead times. Nano/micro are faster to activate. --- ## Outcome Deliver a tier and platform recommendation with rationale, budget allocation, and expected performance based on benchmarks from `./references/benchmarks.md`. --- ## Supporting file: references/modern-practices.md # Modern and Emerging Practices > Capability prompt for marketing-influencer skill. Load when user needs current trends, emerging strategies, or forward-looking recommendations. --- ## Key Trends (2025-2026) ### Long-Term Over One-Offs - 3-12 month partnerships deliver 2-3x higher ROI than single activations. - Audiences trust repeated, authentic endorsements. - Prioritize fewer, deeper relationships. ### Employee Advocacy - Employees are credible voices. - LinkedIn employee content gets 8x more engagement than brand pages. - Provide templates and incentives, never scripts. - TikTok and Instagram employee content humanizes the brand. ### B2B Influencers - Industry analysts, consultants, newsletter operators, podcast hosts, LinkedIn thought leaders, conference speakers. - Compensation via consulting fees, content licensing, affiliate commissions. - Primary platform: LinkedIn. ### AI and Virtual Influencers - Offer brand safety and creative control but lack authenticity. - Use for futuristic positioning and campaign supplements. - Risks: audience backlash if not transparent. - Always disclose AI-generated content. ### Live Shopping with Creators - TikTok Live, Instagram Live, YouTube Live, Amazon Live. - Real-time demos with in-stream purchase. - Conversion rates 3-10x higher than static content. - Best for beauty, fashion, food, electronics. ### TikTok Shop Creator Affiliates - Fastest-growing influencer channel. - Creators earn commission on in-app sales. - Algorithm surfaces shoppable content to high-intent users. - Competitive commission (15-25%) attracts top creators. --- ## Creator Economy Trends | Trend | Implication | |---|---|---| | Creator-led brands | Partner early before they compete. Offer co-branded products or equity. | | Subscription models | Sponsor premium content in paid spaces (Patreon, Discord, newsletters). | | Cross-platform packages | Bundle Instagram + TikTok + YouTube for better rates. | | Authenticity premium | Audiences penalize inauthentic partnerships. Give creative freedom. | | Community over followers | Engaged Discord/Skool groups outperform large passive followings. | | Creator burnout (63%) | Respect sustainable content schedules. Build stronger partnerships. | --- ## Agentic Commerce (A-Commerce) - AI agents integrated into live shopping as co-hosts, chat moderators, product recommenders. - "Flash Vouchers" triggered by AI based on engagement peaks. - AI-powered product recommendation within creator content streams. - Brands investing in A-Commerce gain first-mover advantage. --- ## Content as Media Asset - Creator content volume outpaces brand-owned content by 32x. - Budgets shifting from ad creation to creator content licensing and amplification. - 77% of brands repurpose creator content in paid ads. - Systematize creator content pipelines (always-on programs) for sustained performance. --- ## Measurement Shifts - Brands moving beyond vanity metrics (impressions, likes) to decision-grade metrics (attributed revenue, incrementality, brand lift). - Multi-touch attribution models incorporating influencer touchpoints. - Post-purchase surveys: most reliable first-party attribution method. - Influencer-driven orders during Cyber Week 2025 nearly doubled year-over-year. --- ## Outcome Deliver forward-looking recommendations with: - Trend applicability to brand context - Emerging practice opportunities - Risk considerations - Implementation suggestions --- ## Supporting file: references/outputs.md # Outputs and Deliverables > Capability prompt for marketing-influencer skill. Load when user needs to create deliverables or understand file structure. --- ## File Organization ### Campaign Mode ``` ./brands/{brand-slug}/campaigns/{type}-{campaign-slug}/channels/influencer/content/ campaign-plan-{name}-{YYYY-MM-DD}.md outreach-templates-{YYYY-MM-DD}.md creator-brief-{campaign}-{YYYY-MM-DD}.md contract-outline-{YYYY-MM-DD}.md performance/ campaign-report-{name}-{YYYY-MM-DD}.md ``` ### Standalone Mode ``` ./brands/{brand-slug}/channels/influencer/content/ campaign-plan-{name}-{YYYY-MM-DD}.md outreach-templates-{YYYY-MM-DD}.md creator-brief-{campaign}-{YYYY-MM-DD}.md contract-outline-{YYYY-MM-DD}.md ambassador-program-{YYYY-MM-DD}.md affiliate-program-{YYYY-MM-DD}.md ugc-program-{YYYY-MM-DD}.md influencer-shortlist-{YYYY-MM-DD}.md performance/ campaign-report-{name}-{YYYY-MM-DD}.md monthly-report-{YYYY-MM}.md ``` --- ## Deliverable Specifications ### Campaign Plan Filename: `campaign-plan-{name}-{YYYY-MM-DD}.md` Sections: - Campaign Objective (SOSTAC alignment, KPI, target) - Target Audience - Influencer Strategy (tier mix, platforms, campaign type, creator count) - Influencer Shortlist table (Creator, Platform, Followers, Eng Rate, Niche, Fit Score, Est Cost) - Campaign Timeline table - Budget breakdown (creator fees, gifting, shipping, tools, paid amplification, total) - Creative Brief Summary - Compensation Model - Tracking and Attribution (codes, links, surveys) - Success Metrics table - Legal and Compliance ### Outreach Templates Filename: `outreach-templates-{YYYY-MM-DD}.md` Sections: - DM Template (Cold) - Email Template (Cold) - Follow-Up Sequence (3 touchpoints) - Negotiation Response Templates - Onboarding Welcome Message For detailed templates, read `./references/frameworks/cold-dms.md` and `./references/frameworks/follow-up-sequence.md`. ### Creator Brief Filename: `creator-brief-{campaign}-{YYYY-MM-DD}.md` Use template from `./references/campaign-management.md` or `./references/frameworks/creative-brief.md`. ### Contract Outline Filename: `contract-outline-{YYYY-MM-DD}.md` Sections: - Parties - Scope of Work (deliverables, platforms, timeline) - Compensation (amount, schedule, method) - Content Approval Process - Usage Rights (scope, duration, paid media) - Exclusivity - Disclosure Requirements - Content Ownership - Termination - Confidentiality - Performance Benchmarks Note: outline only -- consult legal for binding agreements. For detailed template, read `./references/frameworks/contract-outline.md`. ### Ambassador Program Filename: `ambassador-program-{YYYY-MM-DD}.md` Sections: - Program Objective - Tier Structure (levels, requirements, benefits) - Selection Criteria - Application and Onboarding Process - Content Requirements - Compensation and Perks by Tier - Tracking - Communication Cadence - Rules and Guidelines - Renewal Criteria For detailed tier structure, read `./references/frameworks/ambassador-tiers.md`. ### Performance Report Filename: `performance/campaign-report-{name}-{YYYY-MM-DD}.md` Sections: - Campaign Summary - Performance Overview table - Creator-Level Performance table - Top-Performing Content analysis - Underperforming Content analysis - ROI Analysis - Key Learnings - Recommendations For detailed template, read `./references/frameworks/campaign-reporting.md`. --- ## Outcome Deliver specified document(s) saved to resolved path with appropriate filename convention. --- ## Supporting file: references/outreach-frameworks.md # Influencer Outreach & Partnership Frameworks > Actionable templates and frameworks for the marketing-influencer skill. > Adapt all templates to the brand's voice, target audience, and strategic goals from SOSTAC. > Last updated: March 2026. --- ## 1. Cold DM Templates by Platform ### Instagram DM Template ``` Hey {FirstName}! I've been following your content for a while -- your {specific post/Reel description} really resonated with me. I'm {YourName} from {Brand}. We {one-sentence brand description with differentiator}. We're building a creator program around {niche/topic}, and your style is exactly what we're looking for. Would you be open to hearing more about a potential collab? No pressure at all -- just thought there could be a natural fit. {YourName} {Brand} | {Title} ``` **DM tips for Instagram:** - Keep under 150 words. Instagram DMs are read on mobile. - Reference a specific post or Reel, not just "your content." - Do not pitch compensation in the first message. - Include your brand name and title for credibility. - If they have an email in bio, move to email after initial DM response. ### TikTok DM Template ``` Hey {FirstName}! Just watched your {specific video reference} -- the {specific detail that shows you watched it} was amazing. I'm with {Brand} and we're looking for creators in the {niche} space for a paid collaboration. Interested in hearing more? Can share details here or via email. {YourName} | {Brand} ``` **DM tips for TikTok:** - TikTok DMs are even more casual. Keep under 100 words. - Reference the specific video that caught your attention. - Mention "paid" upfront -- TikTok creators receive heavy gifting spam. - Offer to move to email quickly for professional discussion. - If the creator is on TikTok Creator Marketplace, use that channel first. ### LinkedIn DM Template (B2B) ``` Hi {FirstName}, Your recent post on {specific topic} caught my attention -- particularly {specific insight or data point they shared}. I'm {YourName}, {Title} at {Brand}. We {one-sentence description of what the brand does and its differentiator}. We're exploring partnerships with thought leaders in {industry/niche} and I believe there's a natural alignment between your expertise and our audience. Would you be open to a brief conversation about a potential collaboration? Happy to share specifics. Best, {YourName} {Title} | {Brand} {Website} ``` **DM tips for LinkedIn:** - More formal tone than Instagram/TikTok. - Reference their specific expertise or thought leadership. - Mention the value to their audience, not just your brand. - LinkedIn thought leaders value being recognized for their ideas. - Follow up with a connection request if you are not already connected. ### Cold Email Template (All Platforms) ``` Subject: Loved your {specific content reference} -- collab with {Brand}? Hi {FirstName}, I came across your {specific post/video/article} on {platform} and it immediately stood out -- {1-2 sentences on what you admired and why it connects to your brand}. I'm {YourName} from {Brand}. We {one-sentence brand description and differentiator}. We're building a {campaign type/creator program} for {niche}, and your work is exactly the kind of authentic voice we're looking for. Here's what I had in mind: - Partnership type: {sponsored content / ambassador / affiliate / etc.} - Scope: {number of deliverables, platforms, timeline} - Compensation: {paid collaboration / product + payment / commission} - Creative freedom: {you bring the concept, we provide guidelines} Would you be open to a 15-minute call this week to discuss? If email isn't the best way to reach you, happy to DM on {platform} instead. Best, {YourName} {Title} | {Brand} {Website} | {Phone optional} ``` **Email tips:** - Subject line must reference something specific to the creator. - Keep the email under 200 words for initial outreach. - Include clear next step (call, reply, DM). - Mention creative freedom early -- creators value it highly. - Never send the same template to multiple creators without personalization. --- ## 2. Follow-Up Sequence Framework ### Standard 4-Touch Follow-Up Sequence | Touchpoint | Timing | Channel | Content Strategy | |---|---|---|---| | Touch 1: Initial Outreach | Day 0 | Email or DM | Value proposition with specific content reference (templates above) | | Touch 2: Gentle Nudge | Day 3-5 | Same channel | Add new value: reference their recent content, share relevant brand news, or mention what other creators are doing with the brand | | Touch 3: Channel Switch | Day 7-10 | Alternate channel | Short and casual: "Hey {Name}, dropped you a note on email -- wanted to make sure it didn't get lost. Still interested in chatting about a collab?" | | Touch 4: Door Open | Day 14-21 | Email | No-pressure close: "Totally understand if the timing isn't right. The door is always open if you'd like to collaborate down the road. Keep up the great work." | ### Follow-Up Message Templates **Touch 2 (Day 3-5):** ``` Hi {FirstName}, Just following up on my note from {day}. I also wanted to mention -- your {recent post/video from last few days} was great. {Brief specific comment}. We've been working with creators like {similar creator or general description} on {campaign type} and seeing {brief result}. Would love to explore something similar with you. Let me know if you'd like to chat! {YourName} ``` **Touch 3 (Day 7-10, channel switch):** ``` Hey {FirstName}! Sent you an email a few days ago about a potential collab with {Brand}. Totally get it if you've been busy -- just wanted to make sure it didn't slip through. Happy to chat here or via email ({email}). {YourName} | {Brand} ``` **Touch 4 (Day 14-21, final):** ``` Hi {FirstName}, I know your inbox is probably flooded, so this will be my last note. I genuinely admire your content and think there's a great fit with {Brand}. If the timing ever feels right for a collaboration, the door is always open. No pressure at all. Wishing you continued success! {YourName} {Title} | {Brand} ``` ### Follow-Up Rules - Never follow up more than 3 times after the initial outreach (4 touches total). - Every follow-up must add new value. Never send "just checking in" or "following up." - If a creator does not respond after 4 touches, add them to a "re-engage in 90 days" list. - If a creator says no, thank them warmly and mark as "declined -- revisit in 6 months." - If a creator says "not now," schedule a re-engagement outreach for 60-90 days later. - Track all outreach in a CRM or spreadsheet: creator name, platform, date, response, status. --- ## 3. Negotiation Frameworks and Scripts ### The PREP Negotiation Framework | Step | Action | Example | |---|---|---| | **P**repare | Research creator rates, audience data, past partnerships | Check tier benchmarks, engagement rate, content quality | | **R**ange | Set your budget range (floor, target, ceiling) | Floor: $300, Target: $500, Ceiling: $750 per Reel | | **E**xchange | Identify value beyond payment to offer | Usage rights, cross-promotion, long-term deal, event access | | **P**ropose | Lead with mid-range offer and value-adds | "We're thinking $500 per Reel plus product and we'd love to feature your content on our channels" | ### Negotiation Response Scripts **When a creator's rate is above your budget:** ``` Thanks for sharing your rates, {FirstName}. I really appreciate the transparency. Your rate of {their rate} is a bit above our budget for this campaign. Here's what I can offer: Option A: {lower rate} per {deliverable} with {value-add: longer partnership, usage rights included, product, etc.} Option B: {their rate} per {deliverable} but with a performance bonus structure: base of {lower rate} plus {bonus amount} if we hit {metric target}. Option C: A {number}-month package at {discounted per-post rate} per deliverable ({total package value}). Would any of these work for you? Open to discussing what makes the most sense. ``` **When asked about budget before you've pitched:** ``` Great question! Our budget depends on the scope of the partnership. To give you an accurate range, it would help to understand: - What types of content you'd be most excited to create - Your typical turnaround time - Whether you're open to a multi-post or long-term arrangement Once we align on scope, I can share specific numbers. Our goal is to create something that feels fair and exciting for both sides. ``` **When negotiating usage rights:** ``` We'd love to use your content beyond organic posting. Here's how we typically structure usage rights: - Organic repost on our channels: Included in base rate - Paid media license (30 days): +20% of base rate - Paid media license (90 days): +35% of base rate - Exclusivity (no competitor posts for {duration}): +50% of base rate We find most creators prefer the 30-day paid media option since it keeps overall compensation competitive. What feels right for you? ``` ### Bundling and Discount Strategies | Bundle Type | Typical Discount | Example | |---|---|---| | Multi-post package (3-5 posts) | 10-20% per post | 5 Reels at $450 each vs. $500 each single | | Long-term contract (3-6 months) | 15-25% per post | 6-month ambassador at $400/Reel vs. $500 one-off | | Multi-platform package | 10-15% total | Instagram Reel + TikTok video + Stories at 85% of individual rates | | Usage rights included | 5-10% discount on base | Include 30-day paid media in base rate at slight premium | | Exclusivity window | No discount; pay premium | Category exclusivity costs 50-100% premium | --- ## 4. Creative Brief Template ```markdown # Creator Brief: {Campaign Name} ## Date: {YYYY-MM-DD} ## Brand: {Brand Name} --- ### Brand Overview {2-3 sentences: what the brand is, who it serves, what makes it different} ### Campaign Objective {Primary goal: awareness / traffic / conversions / UGC generation / product launch} KPI: {specific metric and target, e.g., "50,000 video views" or "200 link clicks"} ### Target Audience {Who we're trying to reach: demographics, interests, pain points} ### Key Messages (pick 2-3 max) 1. {Message 1: the primary takeaway} 2. {Message 2: supporting proof point} 3. {Message 3: differentiator or CTA} ### Content Requirements - Platform: {Instagram Reels / TikTok / YouTube / etc.} - Format: {vertical video / carousel / Story set / etc.} - Length: {15-60 seconds / 3-5 carousel slides / etc.} - Deliverables: {1 Reel + 3 Stories / 2 TikTok videos / etc.} ### Must-Include Elements - [ ] Product shown in use (not just held up) - [ ] Brand @handle tagged: {@brandhandle} - [ ] Campaign hashtag: {#CampaignHashtag} - [ ] Disclosure: #ad or platform paid partnership label - [ ] Tracking link/code: {unique link or discount code} - [ ] CTA: {specific call to action, e.g., "Link in bio to shop"} ### Creative Freedom (what YOU decide) - Setting and backdrop - Script and speaking style - Hook and opening - Music selection - Personal anecdote or story ### Do NOT Include - {Competitor mentions or products visible} - {Specific claims we can't make: medical, guaranteed results, etc.} - {Off-brand language, themes, or settings} ### Timeline | Milestone | Date | |---|---| | Brief sent to creator | {date} | | Content draft due | {date} | | Brand feedback by | {date} | | Revised draft due (if needed) | {date} | | Final approval confirmed | {date} | | Publish window opens | {date} | | Publish window closes | {date} | ### Compensation & Usage Rights - Fee: {amount} per {deliverable} - Product: {what they receive} - Usage rights: {organic only / 30-day paid media / full buyout} - Payment: {Net 15 / Net 30 / upon content approval} - Payment method: {PayPal / bank transfer / platform} ### Brand Assets - Logo files: {link to drive/folder} - Brand guidelines: {link} - Product images: {link} - Approved messaging: {link to this brief} ### Point of Contact - Name: {YourName} - Email: {email} - Response time: Within 24 hours ``` --- ## 5. Ambassador Program Tier Structure Template ### Program Overview ```markdown # {Brand Name} Ambassador Program ## Program Mission {1-2 sentences on what the program aims to achieve and the mutual value for brand and ambassadors} ## Program Values - Authenticity over perfection - Creative freedom within brand guidelines - Long-term partnerships over transactions - Mutual growth and support ``` ### Tier Structure | Attribute | Seed Tier | Growth Tier | Elite Tier | |---|---|---|---| | **Entry Requirements** | 1K+ followers, brand-aligned content, active engagement | 10K+ followers OR top Seed performer, 3+ months as Seed | 50K+ followers OR top Growth performer, 6+ months as Growth | | **Contract Duration** | 3-month trial (rolling) | 6-month contract | 12-month contract | | **Content Requirements** | 1 post/month minimum | 2-3 posts/month minimum | 4+ posts/month minimum | | **Compensation** | Free product + affiliate commission (10-15%) | $200-$500/month stipend + product + commission (15-20%) | $1,000-$3,000/month retainer + product + commission (20-25%) + event access | | **Product Access** | Seasonal product shipments | Monthly product + early access to new launches | Unlimited product + exclusive pre-launch access + custom items | | **Brand Support** | Monthly email newsletter, brand guidelines | Dedicated contact, monthly group call, content feedback | Dedicated account manager, 1:1 strategy calls, priority support | | **Perks** | Brand feature on social, discount code to share | Co-created content opportunities, website feature | Event attendance, product input, co-design collaborations | | **Exclusivity** | None required | Soft exclusivity (no direct competitors) | Full category exclusivity | | **Performance Review** | Monthly (auto-renew if meeting minimums) | Quarterly performance review | Quarterly review with annual renewal negotiation | | **Promotion Path** | Hit 3-month targets --> Growth invitation | Hit 6-month targets --> Elite invitation | Elite Tier + additional negotiated benefits | ### Ambassador Selection Criteria | Criterion | Weight | Scoring (1-5) | |---|---|---| | Content quality and aesthetic | 25% | 1=Poor, 3=Good, 5=Exceptional | | Engagement rate vs. tier average | 20% | 1=Below 50%, 3=At average, 5=2x+ average | | Audience alignment with brand target | 20% | 1=No match, 3=Moderate, 5=Perfect match | | Brand affinity (organic mentions, values) | 15% | 1=None, 3=Some alignment, 5=Genuine fan | | Posting consistency | 10% | 1=Sporadic, 3=Weekly, 5=Daily | | Professionalism (past partnerships) | 10% | 1=Issues, 3=Adequate, 5=Outstanding | | **Minimum score to qualify** | | **3.5/5.0 weighted average** | --- ## 6. Contract Outline Template > Note: This is an outline for discussion and planning purposes. Always consult > legal counsel before using as a binding agreement. ```markdown # Influencer Partnership Agreement Outline ## 1. Parties - Brand: {Legal entity name, address} - Creator: {Legal name, business entity if applicable, address} ## 2. Scope of Work - Campaign: {campaign name and description} - Deliverables: - {Number} x {content type} on {platform} - {Number} x {content type} on {platform} - {Any additional deliverables: event attendance, interviews, etc.} - Timeline: {start date} through {end date} - Publishing window: Content to be published between {date} and {date} - Content must remain live for minimum of {90/180/365} days ## 3. Compensation - Total fee: {amount} - Payment schedule: - {50%} upon contract execution - {50%} upon final content approval - OR {amount} per deliverable upon approval - Payment method: {PayPal / wire / ACH / platform} - Payment terms: Net {15/30} from invoice date - Performance bonus: {if applicable: bonus amount for exceeding target} ## 4. Content Approval Process - Creator submits draft content by {date/timeframe} - Brand provides feedback within {24/48} hours - Maximum {2} rounds of revisions - Final approval confirmed in writing (email acceptable) - If brand does not respond within {48/72} hours, content is deemed approved ## 5. Usage Rights - Organic posting: {Brand may repost on owned channels with credit} - Duration: {campaign duration / 12 months / perpetuity} - Paid media license: {Brand may use content in paid advertisements} - Duration: {30 / 60 / 90 / 180 days} - Platforms: {Meta, TikTok, Google, all platforms} - Whitelisting: {Brand may run ads from creator's account} - Duration: {30 / 60 days} - Editing rights: {Brand may crop, add text overlays, or re-edit} - Restrictions: {No alteration of creator's voice or likeness without approval} ## 6. Exclusivity - Category exclusivity: Creator will not promote {competitor category} - Duration: During contract + {30/60/90} days after - Platform exclusivity: {None / specific platform restrictions} - Product exclusivity: {None / specific product category} ## 7. Disclosure Requirements - Creator must comply with FTC Endorsement Guides - Required disclosures: {#ad / Paid Partnership label / both} - Brand will provide guidance but creator is responsible for compliance - Creator must not make claims that are {false, unsubstantiated, medical, etc.} ## 8. Content Ownership - Creator retains ownership of original content - Brand receives license as defined in Section 5 - Creator grants brand right to use their name and likeness in connection with the campaign ## 9. Confidentiality - Creator will not disclose campaign details, compensation, or strategy to third parties - Embargo: No public mention before {date} - Duration: {12/24} months after contract termination ## 10. Termination - Either party may terminate with {14/30} days written notice - Immediate termination for: material breach, illegal activity, conduct that damages brand reputation - Upon termination: completed deliverables are still compensated; remaining deliverables are canceled - Usage rights for completed content survive termination per Section 5 ## 11. Performance Benchmarks (if applicable) - Minimum engagement rate: {X%} - Minimum views: {X} per deliverable - If benchmarks are not met for {2/3} consecutive deliverables, brand may renegotiate terms or terminate ## 12. Representations and Warranties - Creator represents they have authority to enter this agreement - Creator represents their audience is genuine and not artificially inflated - Creator represents they will create original content - Creator will not use AI to generate content without brand approval ``` --- ## 7. Campaign Reporting Template ```markdown # Campaign Performance Report: {Campaign Name} ## Brand: {Brand Name} ## Date Range: {Start Date} -- {End Date} ## Report Date: {YYYY-MM-DD} --- ### Executive Summary {2-3 sentences: campaign objective, overall result, key takeaway} ### Campaign Overview | Attribute | Detail | |---|---| | Objective | {awareness / traffic / conversions / UGC} | | Platforms | {Instagram, TikTok, YouTube, etc.} | | Creator Count | {number} | | Total Deliverables | {number} | | Total Investment | ${amount} | | Campaign Duration | {dates} | ### Performance Overview | Metric | Target | Actual | vs. Target | Notes | |---|---|---|---|---| | Total Reach | {target} | {actual} | {+/-X%} | | | Total Impressions | {target} | {actual} | {+/-X%} | | | Total Engagements | {target} | {actual} | {+/-X%} | | | Avg Engagement Rate | {target%} | {actual%} | {+/-X%} | | | Link Clicks | {target} | {actual} | {+/-X%} | | | Conversions | {target} | {actual} | {+/-X%} | | | Revenue Attributed | ${target} | ${actual} | {+/-X%} | | | CPM | ${target} | ${actual} | | | | CPE | ${target} | ${actual} | | | | CPA | ${target} | ${actual} | | | | ROAS | {target}x | {actual}x | | | | EMV (Earned Media Value) | ${target} | ${actual} | | | ### Creator-Level Performance | Creator | Platform | Deliverables | Reach | Engagements | Eng Rate | Conversions | Cost | CPE | CPA | ROAS | |---|---|---|---|---|---|---|---|---|---|---| | {Creator 1} | {IG} | {2 Reels} | {X} | {X} | {X%} | {X} | ${X} | ${X} | ${X} | {X}x | | {Creator 2} | {TikTok} | {3 videos} | {X} | {X} | {X%} | {X} | ${X} | ${X} | ${X} | {X}x | | {Creator 3} | {YT} | {1 video} | {X} | {X} | {X%} | {X} | ${X} | ${X} | ${X} | {X}x | ### Top-Performing Content 1. {Creator Name} -- {platform} {content type}: {metric highlight} - Why it worked: {analysis} - Key takeaway: {what to replicate} 2. {Creator Name} -- {platform} {content type}: {metric highlight} - Why it worked: {analysis} - Key takeaway: {what to replicate} ### Underperforming Content 1. {Creator Name} -- {platform} {content type}: {metric shortfall} - Why it underperformed: {analysis} - Lesson learned: {what to avoid or adjust} ### ROI Analysis | Component | Amount | |---|---| | Total Investment | ${amount} | | Creator Fees | ${amount} | | Product/Gifting Costs | ${amount} | | Platform/Tool Costs | ${amount} | | Attributed Revenue | ${amount} | | ROAS | {X}x | | Estimated EMV | ${amount} | | Total Value (Revenue + EMV) | ${amount} | ### Key Learnings 1. {Learning 1} 2. {Learning 2} 3. {Learning 3} ### Recommendations for Next Campaign 1. {Recommendation 1: e.g., "Double down on nano creators -- they outperformed macro by 3x on CPE"} 2. {Recommendation 2: e.g., "Shift 20% of budget from Instagram to TikTok based on engagement data"} 3. {Recommendation 3: e.g., "Extend top 3 performers to 6-month ambassador contracts"} ``` --- ## 8. Influencer Scoring Rubric ### Scoring Matrix (Use During Vetting) | Criterion | Weight | 1 (Poor) | 2 (Below Avg) | 3 (Average) | 4 (Good) | 5 (Excellent) | |---|---|---|---|---|---|---| | **Engagement Rate** | 20% | Below 50% of tier avg | 50-75% of tier avg | At tier average | 1.5x tier avg | 2x+ tier avg | | **Audience Quality** | 20% | Major mismatch with target | Some overlap | Moderate alignment | Strong alignment | Perfect match (geo, demo, interests) | | **Content Quality** | 15% | Low effort, inconsistent | Acceptable but generic | Good production, authentic voice | High quality, distinctive style | Exceptional creative, trendsetting | | **Brand Fit** | 15% | Conflicting values or category | Neutral, no natural connection | General category relevance | Strong category fit, value alignment | Organic fan, natural advocate | | **Authenticity** | 15% | Red flags (fake followers, bots) | Some questionable signals | Appears genuine, limited data | Strong signals of genuine audience | Verified authentic, community-driven | | **Posting Consistency** | 5% | Inactive or sporadic | Monthly at best | 2-3x per week | Daily or near-daily | Consistent schedule, high volume | | **Past Partnerships** | 5% | Compliance issues, poor execution | Limited experience | Adequate, standard executions | Professional, clear disclosures | Outstanding track record, case studies | | **Professionalism** | 5% | Unresponsive, unreliable | Slow responses, some issues | Responsive, meets deadlines | Proactive communication, on time | Exceeds expectations, adds value | ### Scoring Thresholds | Score Range | Recommendation | Action | |---|---|---| | 4.5-5.0 | Tier 1: Priority partner | Fast-track outreach, offer premium terms | | 3.5-4.4 | Tier 2: Strong candidate | Standard outreach, competitive offer | | 2.5-3.4 | Tier 3: Consider for volume | Seed tier or gifting-only partnership | | Below 2.5 | Pass | Do not pursue; revisit in 6 months | ### Quick-Score Checklist (Rapid Vetting) Use this 5-question checklist for initial screening before full scoring: - [ ] Engagement rate at or above tier average? - [ ] Audience demographics match brand target? (check top countries, age range) - [ ] Content aesthetic and values align with brand? - [ ] No red flags? (fake followers, missing disclosures, competitor partnerships) - [ ] Active and consistent posting in the last 30 days? If all 5 boxes are checked, proceed to full scoring. If 2+ boxes fail, pass. --- ## 9. Response Time Standards | Stage | Brand Response Time | Creator Response Time | |---|---|---| | Initial outreach reply | N/A | 3-7 days (allow grace) | | Rate/scope discussion | Within 24 hours | Within 48 hours | | Contract review | Within 48 hours | Within 5 business days | | Brief questions | Within 24 hours | Within 24 hours | | Content draft review | Within 24-48 hours | N/A | | Revision feedback | Within 24 hours | Within 48 hours | | Final approval | Within 24 hours | N/A | | Payment processing | Within terms (Net 15/30) | N/A | ### Best Practice: Set expectations in the onboarding process. Include response time commitments in the creative brief and contract outline. Prompt communication builds trust and encourages creators to prioritize your partnership. --- ## Sources - Influencer Marketing Hub Benchmark Reports 2025-2026 - Aspire State of Influencer Marketing 2026 - Later Influencer Marketing Report 2025 - Impact.com Performance Partnership Data - InfluenceFlow Outreach Best Practices Guide 2026 - CreatorIQ State of Creator Marketing 2025-2026 - Industry practitioner frameworks and templates --- ## Supporting file: references/performance-measurement.md # Performance Measurement > Capability prompt for marketing-influencer skill. Load when user needs metrics, tracking setup, benchmarks, or campaign reporting. --- ## Core Metrics | Metric | Formula | What It Measures | |---|---|---| | CPM | (Cost / impressions) x 1,000 | Awareness efficiency | | CPE | Cost / engagements | Engagement efficiency | | CPA | Cost / conversions | Conversion efficiency | | Engagement Rate | (Likes + comments + shares + saves) / reach x 100 | Content resonance | | Earned Media Value | Impressions x industry CPM benchmark | Estimated equivalent ad spend | | ROAS | Revenue / cost | Return on investment | --- ## Tracking Methods | Method | Accuracy | Coverage | Ease of Setup | |---|---|---|---| | Unique discount codes | High | 30-50% of conversions | Easy | | UTM-tagged links (GA4) | High | 20-40% of conversions | Medium | | Affiliate platform tracking | High | 40-60% of conversions | Medium | | Post-purchase surveys | Medium-High | 15-30% of conversions | Easy | | Brand search lift | Medium | Indirect measurement | Complex | | Platform-native insights | Medium | Platform-specific only | Easy | | Unique landing pages | High | Per-creator tracking | Medium | --- ## Benchmarks by Tier For detailed benchmarks by platform and industry, read `./references/benchmarks.md`. | Tier | Avg Eng Rate (IG) | Avg CPM | Avg CPE | Expected ROAS | |---|---|---|---|---| | Nano | 4-8% | $5-$15 | $0.10-$0.50 | 3-8x | | Micro | 2-5% | $10-$25 | $0.25-$1.00 | 2-6x | | Mid-Tier | 1.5-3% | $15-$40 | $0.50-$2.00 | 1.5-4x | | Macro | 1-2% | $20-$50 | $1.00-$5.00 | 1-3x | | Mega | 0.5-1.5% | $25-$75 | $2.00-$10.00 | 0.5-2x | ROAS varies by product price, niche, and campaign type. Use as starting points, not targets. --- ## Attribution Reality Influencer marketing is hard to attribute -- expect 20-40% of impact to be unmeasurable via direct response. Use combination of methods: - Discount codes (first-touch) - UTM links (click-through) - Brand search lift - Post-purchase surveys - Revenue correlation analysis --- ## Campaign Reporting Template For detailed reporting template, read `./references/frameworks/campaign-reporting.md`. ### Report Structure 1. Campaign Summary 2. Performance Overview table (Metric, Target, Actual, vs Target) 3. Creator-Level Performance table 4. Top-Performing Content analysis 5. Underperforming Content analysis 6. ROI Analysis (Investment, Revenue, ROAS, EMV) 7. Key Learnings 8. Recommendations ### Creator-Level Performance Table | Creator | Platform | Deliverables | Reach | Engagements | Eng Rate | Conversions | Cost | CPE | CPA | |---|---|---|---|---|---|---|---|---|---| --- ## Outcome Deliver performance report with: - Metrics vs targets - Creator-level performance - Top/underperforming content analysis - ROI calculation - Learnings and recommendations Save to resolved path as `performance/campaign-report-{name}-{YYYY-MM-DD}.md`. --- ## Supporting file: references/shared-patterns.md # Shared Skill Patterns These patterns are referenced by all marketing specialist skills. Read them as part of your operating instructions. ## Starting Context Router Choose the starting mode before doing the work. Brand workspace context is preferred, but do not block progress if the user provides a real codebase or live URL. ### Context A — Blank Page / Strategy Work Use when the user needs strategy, planning, or a fresh roadmap. Read brand and SOSTAC context first when available, then align recommendations to audience, objections, and business goals. ### Context B — Existing Local Codebase / Implementation Work Use when the user wants changes made or specified in an existing repository, site, product, or app. Before proposing changes, deeply research the codebase: inspect the stack, architecture, relevant files, dependencies, and existing patterns. Match existing conventions before changing anything. ### Context C — Live Website URL Audit Use when the user provides a public URL for review. Audit the live experience first. If brand files are missing, use the live page and visible structure as the working source of truth. ## Pre-Flight: Read Strategic Context Before any specialist work, read these files in order when available: 1. `./brands/{brand-slug}/brand-context.md` — brand identity, audience, USP 2. `./brands/{brand-slug}/product-marketing-context.md` — deep positioning, customer language, objections 3. `./brands/{brand-slug}/sostac/03-strategy.md` — target segments, positioning 4. `./brands/{brand-slug}/sostac/04-tactics.md` — channel plan, priorities If brand files are missing but a codebase or live URL is available, continue with that as the working source of truth rather than blocking progress. ## agent-browser Setup Before running browser-based research, check if `agent-browser` is available (`agent-browser --version`). If the command is not found, install it: ```bash # Install the agent-browser skill (recommended) npx skills add https://github.com/vercel-labs/agent-browser --skill agent-browser # Or install the CLI directly npm install -g agent-browser && npx playwright install chromium ``` If installation fails, use `WebFetch` and `WebSearch` tools as alternatives for all research tasks. --- ## Supporting file: references/ugc-programs.md # UGC Programs > Capability prompt for marketing-influencer skill. Load when user needs UGC collection, rights management, or repurposing strategy. --- ## Collecting UGC ### Branded Hashtags Create a unique hashtag. Promote on packaging, website, email, social bios. Feature best submissions. ### Post-Purchase Prompts Email 7-14 days after delivery requesting content with branded hashtag or tag. ### Contests and Challenges Launch a challenge with theme, mechanics, and prize. Clear rules, simple entry, shareable format. ### In-Product Prompts In-app or on-site prompts inviting users to share results or testimonials. ### Hired UGC Creators Pay creators ($150-$500/video) to produce UGC-style content for brand channels and ads. UGC content outperforms polished brand creative by 2-4x on Meta and TikTok paid ads. --- ## Rights Management ### Permission Levels | Level | Scope | Use Case | |---|---|---| | Organic repost | Credit creator, brand social only | Social feeds, Stories | | Paid media license | Ads for defined period and platforms | Meta/TikTok ads, whitelisting | | Full buyout | Unlimited usage, all channels, perpetuity | Website, retail, packaging | ### Documentation Requirements Always get explicit written permission before reposting. Specify in writing: - Usage scope - Duration - Platforms - Editing permissions ### UGC Library Organization Organize by: - Content type - Product - Platform - Rights level - Expiration date --- ## Incentivizing UGC | Incentive | Cost | Effectiveness | |---|---|---| | Feature on brand channels | Zero cost | High motivation | | Discount codes | Low cost | Moderate motivation | | Loyalty points | Program-dependent | Moderate motivation | | Free product | Product cost | High motivation | | Cash rewards | Variable | High motivation | | Ambassador program entry | Long-term value | Very high motivation | --- ## Repurposing UGC ### Organic Social - Repost with credit - Carousel compilations - Story highlights ### Paid Ads - UGC-style outperforms polished creative 2-4x on Meta and TikTok - Negotiate paid media rights upfront - Refresh creative every 2-4 weeks ### Website - Product pages - Testimonials sections - Landing pages ### Email - Customer spotlights - Social proof sections ### Retail and Packaging - Requires full buyout rights - In-store displays - Product packaging --- ## UGC Creator Networks - Brands maintaining a roster of 10-20 UGC creators can produce 50-100+ ad variations per month for creative testing. - Provide clear ad briefs (hook, product demo, CTA). - Request raw footage plus edited versions. - Negotiate full usage rights upfront. - Maintain rotating roster for creative diversity. --- ## Outcome Deliver UGC program design with: - Collection channels - Rights management workflow - Incentive structure - Repurposing strategy - UGC library organization plan