Influencer creator

Influencer & Creator Marketing#

When to Use This Skill#

Activate this skill when the user's request involves any of the following:

• Finding or vetting influencers and creators for brand partnerships
• Building creator briefs or campaign briefs for influencer collaborations
• Understanding FTC disclosure requirements for sponsored content
• Structuring influencer contracts including usage rights, exclusivity, and payment terms
• Measuring influencer campaign performance (EMV, ROAS, brand lift, engagement)
• Planning UGC (user-generated content) campaigns or strategies
• Licensing or repurposing influencer/UGC content in paid ads
• Managing influencer relationships at scale (ambassador programs, always-on partnerships)
• Navigating international influencer compliance (UK ASA, French ARPP, etc.)
• Handling influencer controversies or compliance violations mid-campaign
• Evaluating influencer authenticity (fake followers, engagement pods, audience quality)
• Planning B2B influencer or thought leader partnerships
• Designing employee advocacy programs that intersect with influencer strategy
• Building affiliate-influencer hybrid compensation models

Brand Context (Auto-Applied)#

Before producing any marketing output from this module:

1. Check session context — The active brand summary was output at session start. Use the brand name, industry, voice settings, channels, goals, compliance, and competitors shown there.
2. If you need the full profile, read: ~/.claude-marketing/brands/{slug}/profile.json
3. Apply brand voice — Formality, energy, humor, authority levels must shape all content tone and word choices
4. Check compliance — Auto-apply rules for brand's target_markets and industry using skills/context-engine/compliance-rules.md
5. Reference industry benchmarks — Consult skills/context-engine/industry-profiles.md for the brand's industry
6. Use platform specs — Reference skills/context-engine/platform-specs.md for character limits and format requirements
7. Check campaign history — Run python "${CLAUDE_PLUGIN_ROOT}/scripts/campaign-tracker.py" --brand {slug} --action list-campaigns before planning new work
8. If no brand exists, say: "No brand profile found. Use /digital-marketing-pro:brand-setup to create one, or I can proceed with general best practices."
9. Check brand guidelines — If ~/.claude-marketing/brands/{slug}/guidelines/_manifest.json exists, load and enforce: restrictions.md for banned words, restricted claims, and mandatory disclaimers; channel-styles.md for channel-specific tone overrides (may differ from base voice); messaging.md for approved key messages, taglines, and positioning language; voice-and-tone.md for detailed voice rules beyond the 4 numeric scores. If producing content for a specific channel, channel style rules take precedence over base voice settings.

Do not ask the user for information that already exists in their brand profile.

Required Context#

Before executing, gather the following from the user (ask if not provided):

• Campaign objective: Awareness, consideration, conversions, content creation, or community building
• Product/service: What is being promoted, including price point and purchase complexity
• Target audience: Demographics, interests, platforms they use, and purchase behavior
• Budget: Total influencer budget and how it should split between fees and product seeding
• Platforms: Which social platforms are priorities (Instagram, TikTok, YouTube, LinkedIn, X, Pinterest, Twitch)
• Content type needed: Posts, Stories, Reels, TikToks, YouTube videos, livestreams, blog posts, podcasts
• Usage rights: Whether content will be repurposed for paid ads, website, or other channels
• Timeline: Campaign dates, content delivery deadlines, and review periods
• Industry: Needed to flag specific compliance requirements (FTC, FDA, FINRA, FCC)
• Geography: Markets being targeted to determine applicable disclosure laws
• Past influencer work: What has been tried before and what worked or didn't

Capabilities#

Influencer Discovery#

• Platform-specific search: Identification criteria for Instagram, TikTok, YouTube, LinkedIn, X, Pinterest, and Twitch creators
• Audience authenticity analysis: Detecting fake followers, engagement pods, and purchased engagement. Red flags include sudden follower spikes, low comment quality, engagement rate anomalies, and follower-to-following ratio issues
• Engagement quality assessment: Moving beyond vanity metrics to evaluate comment sentiment, save rates, share rates, and genuine audience interaction
• Niche matching: Aligning creator content themes, audience demographics, and brand values with campaign objectives
• Tier classification: Nano (1K-10K), micro (10K-100K), mid-tier (100K-500K), macro (500K-1M), and mega (1M+) with strategic use cases for each tier
• Competitive analysis: Identifying creators who work with competitors and evaluating partnership opportunities or exclusion needs

Creator Brief Templates#

• Campaign brief structure: Background, objectives, key messages, creative direction, mandatory elements, do's and don'ts, timeline, and deliverables
• Creative freedom framework: Balancing brand requirements with authentic creator expression. Over-scripted content underperforms.
• Platform-specific formats: Adapting brief requirements for Reels vs TikTok vs YouTube vs Stories vs static posts
• Messaging hierarchy: Must-say messages, should-say messages, and may-say messages to give creators structured flexibility
• Reference content: Including examples of content style the brand likes (mood boards, reference posts) without asking creators to copy

FTC Compliance Engine#

• Disclosure requirements: Clear and conspicuous disclosure rules. "#ad" or "Sponsored" must be unambiguous and unavoidable
• Platform-specific disclosure placement: Instagram (above the fold in captions, not buried in hashtags), TikTok (text overlay and caption), YouTube (verbal and written disclosure in first 30 seconds plus platform's paid promotion checkbox), podcasts (verbal disclosure before and during sponsored segments)
• Material connection definition: Any relationship that might affect credibility must be disclosed -- free products, payment, affiliate links, family relationships, employment
• AI and virtual influencer rules: Virtual influencers and AI-generated content must disclose their non-human nature. FTC has signaled enforcement focus here
• Consumer Review Rule: Reviews must reflect genuine experience. Incentivized reviews require disclosure. Fake reviews and suppression of negative reviews are prohibited
• Contract compliance clauses: Specific contractual language requiring FTC compliance, indemnification for non-compliance, and right to request content edits for disclosure issues
• International compliance: UK ASA (clear labeling as "Ad"), French ARPP (mandatory disclosure with specific language), EU regulations, Canadian Ad Standards, Australian AANA requirements
• Endorsement guides updates: FTC 2023 updated Endorsement Guides expanded disclosure requirements, increased brand liability, and addressed social media specifics

Performance Tracking#

• Earned Media Value (EMV): Calculating the equivalent advertising value of organic influencer reach and engagement
• Direct ROAS: Tracking revenue from influencer-specific discount codes, UTM links, and affiliate links
• Brand lift measurement: Pre/post campaign surveys, branded search volume changes, social mention increases, and sentiment shifts
• Engagement metrics: Rate, quality, saves, shares, comments, and audience growth during campaign periods
• Content performance: Comparing influencer content performance against brand-created content benchmarks
• Attribution modeling: Multi-touch attribution for influencer as an awareness/consideration channel that assists conversions elsewhere

Contract Frameworks#

• Usage rights: Organic only, paid amplification rights, perpetual vs time-limited, platform restrictions, territory restrictions
• Exclusivity terms: Category exclusivity (competitor brands), platform exclusivity, duration, and compensation premium for exclusivity (typically 25-100% fee increase)
• Morality clause: Behavior standards, grounds for termination, notification requirements, and content removal rights
• Payment terms: Flat fee, performance bonus, affiliate/commission hybrid, product-only, retainer. Payment schedules (50% upfront / 50% on delivery is standard)
• Content approval process: Number of revision rounds (2 is standard), approval timeline (48-72 hours), and what constitutes approval vs revision
• Deliverables specification: Exact number, format, platform, posting schedule, and caption/disclosure requirements
• Cancellation terms: Notice period, kill fee (typically 25-50% for cancelled campaigns), and force majeure provisions
• IP ownership: Who owns the content (usually the creator), license terms granted to the brand, and derivative work rights

UGC Strategy#

• UGC solicitation: Branded hashtag campaigns, contests, review campaigns, unboxing encouragement, and community challenges
• Rights management: Obtaining permission to use customer content, terms of service for submissions, and proper attribution
• UGC in paid ads: Licensing customer content for ad creative, UGC-style ads produced by creators, and whitelisting/Spark Ads for running ads from creator handles
• UGC curation: Selecting, moderating, and showcasing user content on brand channels, website, and marketing materials
• Quality control: Maintaining brand safety when amplifying user content, moderation policies, and content guidelines

Process#

Influencer Campaign Build (Most Common Use Case)#

1. Define campaign parameters -- Establish objectives, budget, timeline, target audience, and platform priorities. Determine whether the campaign is awareness-focused, conversion-focused, or content-creation-focused.
2. Influencer identification -- Build a candidate list using niche relevance, audience demographics, engagement quality, content style, and brand alignment. Reference influencer-discovery.md for platform-specific search strategies.
3. Audience vetting -- Analyze each candidate's audience for authenticity and demographic match. Check for fake followers, engagement pods, and audience-brand alignment. Eliminate creators whose audience does not match the target.
4. Outreach and negotiation -- Craft personalized outreach. Present the partnership opportunity with clear expectations and compensation. Negotiate deliverables, timeline, usage rights, and payment terms.
5. Contracting -- Execute contracts covering deliverables, timeline, compensation, usage rights, exclusivity, FTC compliance requirements, morality clause, approval process, and cancellation terms. Reference contract-frameworks.md.
6. Brief delivery -- Send detailed creative briefs that communicate brand requirements while preserving creative freedom. Include mandatory elements, key messages, do's and don'ts, and reference content. Reference creator-briefs.md.
7. Content review -- Review submitted content for brand alignment, FTC compliance (disclosure placement and clarity), factual accuracy, and quality standards. Provide feedback within the agreed timeline. Limit revision requests to contracted rounds.
8. Publish and amplify -- Coordinate posting schedule across creators. Boost top-performing content with paid amplification where usage rights allow. Run Spark Ads or whitelisted ads from creator handles.
9. Performance measurement -- Track EMV, engagement, reach, conversions (via codes/UTMs), and brand lift. Compare against benchmarks and campaign KPIs. Reference performance-tracking.md.
10. Post-campaign analysis -- Document what worked, what didn't, which creators overperformed, and lessons learned. Use findings to inform future campaign planning and creator relationship development.

FTC Compliance Audit#

1. Review all sponsored content -- Check every piece of influencer content for clear and conspicuous disclosure.
2. Verify disclosure placement -- Confirm disclosures are visible without clicking "more," are not buried in hashtag strings, are in the first line of captions, and appear as text overlays in video content.
3. Check disclosure language -- Ensure disclosure is unambiguous. "#ad" and "Sponsored by [Brand]" are clear. "#ambassador," "#collab," and "#partner" are not sufficient on their own.
4. Audit video content -- Verify verbal disclosure within the first 30 seconds and written disclosure in the video itself (not just the description).
5. Document compliance status -- Create a compliance log for each piece of content with status, issues found, and corrective actions taken.
6. Remediate violations -- Contact creators to update non-compliant content. Document the request and resolution for legal protection.

Reference Files#

• influencer-discovery.md -- Platform-specific search strategies, vetting checklists, audience analysis frameworks, and tier-level strategy guides
• creator-briefs.md -- Brief templates for each content format, creative freedom guidelines, and messaging hierarchy frameworks
• ftc-compliance.md -- Complete FTC Endorsement Guide requirements, platform-specific disclosure rules, international compliance matrix, and contract language templates
• performance-tracking.md -- EMV calculation methods, attribution models, reporting templates, and benchmark data by industry and platform
• contract-frameworks.md -- Full contract templates, clause-by-clause explanations, negotiation guides, and rate benchmarking by tier and platform
• ugc-strategy.md -- UGC solicitation playbooks, rights management frameworks, UGC-to-ad pipelines, and curation best practices

Output Formats#

• Influencer campaign plan: Campaign overview, creator shortlist with rationale, brief outline, timeline, budget breakdown, and KPI targets
• Creator brief: Complete brief document ready to send to influencers with all brand requirements, creative direction, and compliance instructions
• FTC compliance audit: Content-by-content compliance status, violations found, remediation actions, and updated compliance guidelines
• Influencer contract template: Customized contract with all relevant clauses based on campaign specifics
• Campaign performance report: Creator-level and aggregate performance metrics, ROI analysis, content performance rankings, and strategic recommendations
• UGC program design: Solicitation strategy, rights management process, curation guidelines, and repurposing workflow

Edge Cases#

Influencer Posts Without Disclosure#

If a live influencer post is missing required FTC disclosure, respond within hours. Contact the creator immediately to add disclosure. Document the outreach and resolution. If the creator is unresponsive within 24 hours, escalate to their management. Maintain a compliance log that demonstrates good-faith efforts. The brand bears liability for influencer non-compliance under FTC guidelines.

Influencer Controversy Mid-Campaign#

When a partnered influencer becomes involved in controversy, assess severity immediately. For minor issues (off-brand opinion), monitor but continue. For moderate issues (offensive content unrelated to the brand), pause scheduled content and evaluate. For severe issues (illegal activity, hate speech, scandal), pause immediately, activate the morality clause, issue a brand statement distancing from the individual, and remove or de-amplify existing content. Decision speed matters -- a delayed response is perceived as endorsement.

Cross-Border Campaigns with Different Disclosure Rules#

When running campaigns across multiple countries, apply the strictest applicable standard as the baseline. UK ASA requires "Ad" labels. France requires specific French-language disclosure. The EU has evolving platform-specific rules. Build a compliance matrix by market and embed market-specific instructions in creator briefs. When in doubt, over-disclose.

B2B Influencer Marketing#

B2B influencer partnerships involve thought leaders, industry analysts, and professional creators rather than lifestyle influencers. KPIs shift from engagement and reach to lead quality, content authority, and pipeline influence. Payment models often involve speaking fees, co-created content, advisory roles, or event sponsorships rather than per-post fees. LinkedIn and YouTube are primary platforms. Long-form content (whitepapers, webinars, podcast interviews) outperforms short-form.

Employee Advocacy vs Influencer Marketing#

Employee sharing of company content is governed by different rules than influencer marketing, but disclosure is still required. Employees must disclose their employment relationship when endorsing their employer's products. Design employee advocacy programs with built-in disclosure, approved messaging, and clear guidelines separating personal opinions from company endorsements.

Affiliate-Influencer Hybrid Arrangements#

When influencers receive both a flat fee and affiliate commission, both the sponsorship and the affiliate relationship must be disclosed. "#ad" covers the sponsorship; affiliate links require separate disclosure (e.g., "I earn a commission if you purchase through my link"). Structure contracts to clearly delineate the fee component from the performance component for accounting and compliance purposes.

Related Skills#

• Paid Advertising -- Amplifying influencer content through paid channels (whitelisting, Spark Ads, boosted content)
• Content Engine -- Content strategy that incorporates influencer and UGC content into the broader content calendar
• Reputation Management -- Managing brand reputation when influencer controversies arise
• Growth Engineering -- Affiliate-influencer hybrid programs and referral amplification through creators
• Analytics & Insights -- Attribution and measurement for influencer campaign performance
• Emerging Channels -- Social commerce integration with influencer content (TikTok Shop, Instagram Shopping)

Supporting file: contract-frameworks.md#

Influencer Contracts — Templates & Negotiation#

Full Contract Template — Key Clauses#

1. Scope of Work#

Deliverables: Creator shall produce and publish the following content on behalf of Brand:

#	Platform	Format	Quantity	Timeline
1
2
3

Content specifications: All deliverables shall comply with the Creative Brief (Exhibit A) and meet the technical specifications outlined therein, including but not limited to resolution, aspect ratio, caption requirements, and disclosure obligations.

Exclusions: This agreement does not include [event appearances, product design input, email marketing, additional platforms] unless explicitly agreed in writing.

2. Compensation Types#

Compensation clause: Brand shall pay Creator a total fee of $[amount] for the deliverables outlined in Section 1. Payment shall be made as follows: [50% upon contract execution / 50% upon publication of all deliverables] OR [100% within 30 days of publication].

3. Content Ownership & Usage Rights#

Usage rights clause: Brand is granted a [non-exclusive / exclusive] license to use, reproduce, distribute, and display the Content for [organic social media / paid advertising / all media channels] for a period of [X months / in perpetuity] from the date of publication. Creator retains ownership of the original Content. Any use beyond the licensed scope requires written consent and additional compensation.

4. Exclusivity#

Exclusivity clause: During the term of this agreement and for [30/60/90] days following completion, Creator shall not create sponsored content for, endorse, or publicly promote any product or service in the [category] category that directly competes with Brand. Competing brands include but are not limited to: [list specific competitors].

Exclusivity compensation: The exclusivity period is compensated at [X% of total campaign fee / $X per month of exclusivity].

5. Approval Process#

Approval workflow:

1. Creator submits content concept / storyboard by [date] for Brand review
2. Brand provides written approval or revision notes within [48/72] hours
3. Creator submits draft content (photo/video + caption) by [date]
4. Brand provides approval or one (1) round of revisions within [48] hours
5. Creator delivers revised content within [48] hours of receiving feedback
6. Brand provides final written approval prior to publication

Auto-approval: If Brand fails to respond within the designated review window, content shall be deemed approved.

Revision limits: One (1) round of revisions is included in the agreed compensation. Additional revisions beyond the included round shall be billed at [15%–25%] of the deliverable fee per round.

6. FTC Compliance#

Disclosure obligation: Creator shall comply with all applicable advertising disclosure laws, including the FTC Endorsement Guides (16 CFR Part 255) and any applicable international regulations. Creator shall include clear and conspicuous disclosure in every piece of sponsored Content, including but not limited to:

• Activating the platform's native branded content/paid partnership tool
• Including "#ad" or "Paid partnership with [Brand]" in a prominent position

Liability: Creator acknowledges personal liability for FTC compliance. Brand shall provide disclosure guidelines, but Creator is independently responsible for ensuring compliant disclosure in all published content.

7. Termination#

Termination for convenience: Either party may terminate this agreement with [30] days' written notice. Creator shall be compensated for all deliverables completed and approved prior to termination.

Termination for cause: Either party may terminate immediately if the other party:

• Commits a material breach that remains uncured after [10] days' written notice
• Engages in conduct that brings the other party into public disrepute
• Files for bankruptcy or becomes insolvent

Effect of termination: Upon termination, Brand retains usage rights for all content delivered and approved prior to termination, subject to the terms of Section 3. Creator shall return or destroy any Brand materials, samples, or confidential information within [14] days.

8. Morality Clause#

Morality clause: Creator warrants that Creator shall not engage in any conduct that is illegal, immoral, or otherwise likely to bring Creator or Brand into public disrepute, ridicule, or scandal. Such conduct includes but is not limited to: criminal activity, hate speech, discrimination, substance abuse, fraud, or any behavior that materially conflicts with Brand's values as communicated in writing. Brand reserves the right to terminate this agreement immediately and withhold unpaid compensation if Creator's conduct triggers this clause.

Mutual morality: Creator reserves the right to terminate this agreement if Brand engages in conduct that would materially damage Creator's reputation or violate Creator's stated values.

Negotiation Guides by Tier#

Nano Creators (< 10K followers)#

Micro Creators (10K–100K)#

Mid-Tier Creators (100K–500K)#

Macro Creators (500K–1M)#

Mega Creators (1M+)#

Rate Benchmarking by Tier and Platform#

Rate modifiers:

• Stories (add-on): +15%–25% of post rate for 3–5 story frames
• Bundle discount (3+ deliverables): -15%–25% off total
• Exclusivity: +30%–100% depending on category and duration
• Paid media usage rights: +25%–50% per month of usage
• Rush delivery (< 7 days): +25%–50% surcharge

Payment Terms#

Standard Payment Structures#

Payment Method Preferences#

• Wire transfer / ACH: Professional standard for $1,000+
• PayPal: Common for smaller payments; creator-friendly
• Platform-native (e.g., TikTok Creator Marketplace): Handles tax documentation
• Agency pass-through: Payment to talent agency who distributes to creator

Tax Considerations#

• Issue 1099-NEC for US-based creators paid $600+ annually
• Collect W-9 before first payment
• International creators: Collect W-8BEN; withhold 30% unless tax treaty applies
• Keep records of all payments, deliverables, and contracts for minimum 7 years

Non-Compete Considerations#

Key Non-Compete Factors#

Non-Compete Clause Template#

During the Exclusivity Period defined in this agreement, Creator shall not, directly or indirectly: (a) promote, endorse, or create sponsored content for any Competing Brand as defined in Exhibit B; (b) post organic content that prominently features a Competing Brand's product; or (c) enter into negotiations for future partnerships with Competing Brands that would commence during the Exclusivity Period. Creator's pre-existing partnerships listed in Exhibit C are excluded from this restriction.

Supporting file: creator-briefs.md#

Creator Briefs — Templates by Format#

Brief Templates by Content Format#

Static Post (Feed Image)#

Short-Form Video (Reel / TikTok)#

Story (Ephemeral)#

Unboxing#

Product Review#

Tutorial / How-To#

Live Stream#

Creative Freedom Guidelines#

Three Tiers of Creative Direction#

Creative Freedom Spectrum Decision Tree#

1. Is this a regulated industry (pharma, finance, alcohol)? → Prescribed
2. Is this a product launch with exact messaging requirements? → Prescribed
3. Is this a mid-tier or macro creator with proven brand content? → Collaborative
4. Is this a nano/micro creator or UGC play? → Open
5. Is the primary KPI brand awareness / authenticity? → Open
6. Is the primary KPI conversions with specific offers? → Collaborative or Prescribed

Messaging Hierarchy#

Structure every brief using this four-tier messaging framework.

Must-Say Checklist (Include in Every Brief)#

• Brand and product name (correct spelling and capitalization)
• Primary value proposition (one sentence)
• Call to action (link, promo code, or next step)
• FTC disclosure requirement (#ad, #sponsored, Paid Partnership tag)
• Any legally required disclaimers

Don't-Say Checklist (Include in Every Brief)#

• No unsubstantiated health, safety, or efficacy claims
• No disparaging mentions of competitors by name
• No pricing or discount information beyond approved promo
• No language that implies personal endorsement unless genuinely held
• No content involving minors without explicit written consent

Asset Delivery Requirements#

What Brand Provides to Creator#

What Creator Delivers to Brand#

Campaign Timeline Template#

Revision Policy#

Standard Revision Terms#

• Included revisions: One (1) round of revisions included in base rate
• Additional revisions: Billed at 15%–25% of original deliverable rate per round
• Revision scope: Brand may request changes to caption, CTA, product placement, lighting, or audio
• Out-of-scope changes: Full re-shoots, concept changes, or additional deliverables require new negotiation
• Turnaround: Creator has 48 business hours to deliver revised content

Revision Request Format#

When requesting revisions, use this structure:

1. What works well — acknowledge strong elements (maintains relationship)
2. What needs to change — specific, actionable feedback with timestamps for video
3. Reference — link to brief section or moodboard for clarity
4. Priority — mark each change as mandatory or suggested

Deliverable Specifications by Platform#

Universal Quality Standards#

• All video: minimum 1080p resolution, 30fps (60fps preferred for action)
• All images: minimum 1080px on shortest side, sRGB color space
• No platform watermarks (e.g., no TikTok watermark on Reels repurposing)
• Burned-in captions/subtitles for all video content (accessibility requirement)
• Audio: clear voiceover, no copyrighted background music unless licensed

Supporting file: ftc-compliance.md#

FTC Compliance — Influencer Marketing Regulations#

FTC Endorsement Guides — Core Requirements#

The Federal Trade Commission requires that material connections between endorsers and advertisers be clearly and conspicuously disclosed. A material connection exists when an influencer receives anything of value — payment, free products, affiliate commissions, or any other benefit — in exchange for an endorsement.

Fundamental Rules#

1. Disclosure must be clear and conspicuous — the average consumer must be able to notice and understand it
2. Disclosure must be in the same medium as the endorsement — a text disclosure for a video endorsement is insufficient
3. Disclosure must be before or at the point of the endorsement — not buried at the end
4. The endorser must actually use the product and express genuine opinions
5. Claims must be truthful — endorsers cannot make claims the advertiser couldn't make directly
6. Both the brand and the influencer are liable for non-compliant content

Platform-Specific Disclosure Rules#

Disclosure Placement Requirements#

Where Disclosure MUST Appear#

Accepted Disclosure Language#

• Strongest: "Paid partnership with [Brand]" / "Sponsored by [Brand]"
• Acceptable: "#ad" / "#sponsored" / "Ad:" at the beginning of the post
• Insufficient: "#sp" / "#spon" / "#ambassador" / "#partner" (too ambiguous)
• Unacceptable: No disclosure / disclosure hidden / only "Thanks [Brand]"

International Compliance Matrix#

Multi-Market Campaign Compliance Checklist#

• Identify all markets where content will be viewable (not just where creator is based)
• Apply the strictest applicable standard when content reaches multiple jurisdictions
• Include localized disclosure language where required (e.g., "Werbung" for Germany)
• Verify platform disclosure tools are activated for each market
• Document compliance review in campaign records

Contract Compliance Clause Templates#

Standard FTC Compliance Clause#

Creator agrees to comply with all applicable advertising disclosure laws, including the FTC Endorsement Guides (16 CFR Part 255). Creator shall clearly and conspicuously disclose the material connection with Brand in all sponsored content using language approved by Brand, including but not limited to the platform's native branded content tools and the hashtag #ad. Failure to comply may result in termination of this agreement and forfeiture of unpaid compensation.

Enhanced Compliance Clause (For Regulated Industries)#

Creator shall submit all content for pre-publication legal review. Creator warrants that all claims made regarding the Product are truthful, substantiated, and reflect Creator's genuine experience. Creator shall not make health claims, efficacy claims, or comparative claims not expressly approved in writing by Brand. Creator acknowledges that violations of advertising regulations may result in personal liability and agrees to indemnify Brand for any fines or penalties resulting from Creator's non-compliance.

International Compliance Addendum#

For content distributed in or accessible to audiences in the territories listed in Schedule A, Creator shall comply with the advertising disclosure requirements of each jurisdiction, including without limitation: [list applicable regulations]. Brand will provide jurisdiction-specific disclosure guidelines, and Creator shall implement these guidelines for all content viewable in covered territories.

Common Violations & Penalties#

Compliance Monitoring Process#

Pre-Publication Review#

1. Brief compliance check: Ensure brief includes required disclosure language and placement instructions
2. Draft review: Verify disclosure appears correctly in submitted draft content
3. Legal review (if applicable): Route regulated industry content through legal team
4. Platform tool verification: Confirm native branded content tools are activated

Post-Publication Audit#

1. 24-hour check: Review published content within 24 hours for disclosure compliance
2. Spot checks: Random monthly audits of active creator partnerships
3. Screenshot documentation: Capture and archive all sponsored posts for compliance records
4. Engagement monitoring: Watch for creator responses to comments that may make additional claims

Quarterly Compliance Review#

• Audit all active influencer partnerships for disclosure compliance
• Review any FTC updates or enforcement actions in your category
• Update disclosure guidelines based on new regulatory guidance
• Re-train creator partners on any updated requirements
• Document compliance findings in internal audit log

COPPA Requirements for Children's Content#

The Children's Online Privacy Protection Act (COPPA) applies when content is directed to children under 13 or when the creator has actual knowledge that children under 13 are in the audience.

COPPA Compliance Checklist#

• Determine if the creator's audience includes a significant percentage of children under 13
• If children's content: no behavioral advertising, no data collection without parental consent
• Comply with platform-specific children's content designations (YouTube "Made for Kids")
• Avoid content formats that blur advertising and entertainment for young audiences
• Do not use child influencers without verifying compliance with child labor laws AND COPPA
• Ensure landing pages and linked sites are also COPPA-compliant
• Review FTC's updated COPPA Rule for social media and connected device requirements

Child Influencer Considerations#

Supporting file: influencer-discovery.md#

Influencer Discovery — Vetting & Selection#

Platform-Specific Search Strategies#

Instagram#

• Hashtag mining: Search branded, industry, and niche hashtags; review top and recent posts for consistent creators
• Explore page analysis: Monitor Explore in your vertical to identify rising creators before they spike
• Competitor tagged posts: Audit who tags and mentions competing brands organically
• Location tags: Filter by geography for local or regional campaigns
• Reels-first filtering: Prioritize creators with strong Reels output — algorithm favors this format for reach

TikTok#

• FYP keyword search: Use in-app search with niche keywords; sort by relevance and recency
• Sound and trend tracking: Identify creators who originate or early-adopt trending sounds
• Creator Marketplace: Use TikTok's native marketplace for verified audience data and direct outreach
• Duet/Stitch chains: Trace conversation threads to find creators with high community engagement
• Comment section scouting: Creators who dominate comment sections often have loyal followings

YouTube#

• Search + filter by upload date: Find active creators producing content on relevant topics
• BrandConnect: Google's native influencer platform with verified analytics
• Community tab activity: Creators with active Community tabs have more engaged subscribers
• Shorts vs. long-form split: Evaluate whether the creator's strength aligns with your format needs
• Suggested video mapping: Review the "suggested" sidebar on competitor-sponsored videos

LinkedIn#

• Newsletter subscribers: Creators with LinkedIn Newsletters have opted-in B2B audiences
• Post impression benchmarks: Look for 5x+ impressions relative to follower count
• Company page mentions: Track who organically discusses your industry or competitors
• LinkedIn Top Voice badges: Indicates platform-endorsed subject matter authority
• Event and Live activity: Creators hosting LinkedIn Events or Lives signal community builders

Influencer Tier Definitions & Rate Benchmarks#

Notes on rates:

• Rates vary significantly by vertical (beauty/fashion command premiums; B2B/finance command premiums for different reasons)
• Bundle pricing (multi-post packages) typically discounts 15%–30%
• Exclusivity clauses add 20%–100% depending on category and duration
• Usage rights for paid media amplification add 25%–50% of base rate per month

Influencer Vetting Checklist#

Audience Authenticity#

• Follower growth pattern is organic (steady upward, no suspicious spikes)
• Follower-to-following ratio is healthy (not following an excessive number of accounts)
• Comments are substantive and on-topic (not generic "nice!" or emoji-only)
• Audience demographics match target market (age, gender, geography, language)
• Audience overlap with your existing customers or prospects is meaningful

Engagement Quality#

• Engagement rate meets or exceeds tier benchmark (see table above)
• Likes-to-comments ratio indicates genuine interaction (not bot-inflated likes)
• Creator responds to comments consistently (signals active community management)
• Save and share rates are available and healthy (indicates content utility)
• Story engagement (replies, poll votes, sticker taps) is active

Brand Safety#

• Content history review — past 12 months minimum for controversial content
• Political or polarizing topics are absent or handled thoughtfully
• No history of brand partnership failures, public disputes, or contract violations
• Competitor partnerships — check for current or recent exclusivity conflicts
• Personal conduct — no pending legal issues or reputation risks

Content Quality#

• Visual quality is consistent and aligns with brand aesthetic standards
• Storytelling ability — can the creator narrate a compelling brand message?
• Sponsored content quality matches organic content quality (no drop-off)
• Caption/copy quality is strong, grammatically sound, and authentic-sounding
• Content diversity — creator produces multiple formats effectively

Fake Follower Detection Signals#

Recommended verification tools: HypeAuditor, Modash, Grin, Upfluence, CreatorIQ, Social Blade

Influencer Evaluation Scorecard Template#

Score each dimension 1–5 (1 = Poor, 5 = Excellent). Weight by campaign priority.

Scoring Thresholds#

• 4.5 – 5.0: Priority partner — move to outreach immediately
• 3.5 – 4.4: Strong candidate — proceed with additional due diligence
• 2.5 – 3.4: Conditional — may work for specific campaigns or with negotiation
• Below 2.5: Pass — does not meet minimum partnership standards

Decision Framework#

1. Run scorecard for all shortlisted creators
2. Rank by weighted total score
3. Cross-reference with budget constraints and campaign timeline
4. Select primary and backup creators per campaign slot
5. Document scoring rationale for stakeholder review and future reference

Outreach Prioritization Matrix#

Outreach best practices:

• Lead with what you admire about their content (be specific)
• State the brand and campaign concept in 2–3 sentences
• Include compensation range upfront to respect their time
• Provide a clear next step (call, brief review, rate card request)
• Follow up once at 5 business days; move to backup if no response by 10 days

Supporting file: micro-influencer-strategy.md#

Micro & Nano Influencer Strategy — Scaling Authentic Partnerships#

A tactical guide to building and scaling micro and nano influencer programs. Covers tier benchmarks, discovery and vetting, compensation models, gifting programs, ambassador communities, brief templates, scaling operations, measurement, and platform-specific execution strategies.

Influencer Tier Definitions#

Why Micro and Nano Influencers Outperform#

The Data#

Strategic Advantages#

• Budget efficiency: 10 micro-influencers at $500 each delivers more total reach, higher engagement, and better conversion than 1 macro at $5,000
• Content volume: More creators = more unique content assets for repurposing across owned channels
• SEO benefit: Multiple authentic mentions across blogs and social platforms create natural backlink and citation patterns
• Risk diversification: If one creator underperforms or causes controversy, impact is contained
• Testing ground: Test messaging, products, and positioning with micro audiences before scaling to larger campaigns

Discovery Methods#

Organic Discovery#

Tool-Assisted Discovery#

Vetting Criteria#

Mandatory Checks (Pass/Fail)#

Evaluation Scoring (Weighted)#

Compensation Models#

Negotiation Guidelines#

• Always lead with the value exchange, not just the price
• Offer usage rights as a separate line item (25-50% of base rate per month of usage)
• Exclusivity in your category adds 30-100% to the base rate
• Bundle discounts (3+ posts) save 15-30% versus individual post pricing
• Performance bonuses motivate without increasing fixed costs
• Never ask for content without compensation (even gifting is compensation)

Gifting Programs#

Product Seeding Strategy#

Unboxing Experience Design#

• Packaging: Branded box or mailer with your colors and logo; tissue paper; sticker
• Handwritten note: 2-3 sentences personalized to the creator (reference their content)
• Product info card: Key features, how to use, brand story (keep it one-sided and visual)
• Shareable moment: Include something visually distinctive that photographs well (unique packaging, surprising insert, creative presentation)
• No obligations card: Explicitly state there is no obligation to post; this builds trust and paradoxically increases post rate

Expected Outcomes#

Always-On Ambassador Programs#

Program Structure#

Tiered Rewards#

Brief Templates#

Campaign Brief — Micro-Influencer#

CAMPAIGN: [Campaign name]
BRAND: [Brand name and one-line description]
PERIOD: [Content due date range]

OBJECTIVE:
[One sentence: awareness / consideration / conversion]

AUDIENCE:
[Who should the content resonate with? Demographics, interests, pain points]

KEY MESSAGE:
[The one thing viewers should take away from the content]

DELIVERABLES:
- [N] Instagram Reels (15-60 seconds)
- [N] Instagram Stories (3-5 frames with swipe-up link)
- [N] TikTok videos (15-60 seconds)

CONTENT GUIDELINES:
- Show [product] in natural, everyday context — not staged
- Highlight [specific feature or benefit] through your experience
- Use your own voice and style — we chose you for a reason
- Caption must include: @[brand handle] + #[campaign hashtag] + #ad
- Tag @[brand handle] in the content itself

DO:
- Film in good lighting with clear audio
- Share your genuine opinion and experience
- Include a clear CTA: [specific action — "Link in bio" / "Use code X"]

DON'T:
- Make medical, financial, or absolute claims
- Mention competitors by name
- Use copyrighted music (use platform-provided sounds)
- Post without #ad or #sponsored disclosure

HASHTAGS:
Required: #ad, #[campaign hashtag], #[brand hashtag]
Suggested: [3-5 relevant niche hashtags]

APPROVAL PROCESS:
1. Submit draft content for review by [date]
2. Brand provides feedback within 48 hours
3. Revisions (if needed) within 48 hours
4. Post during [date/time window]

COMPENSATION:
[Flat fee / Product + fee / Affiliate terms]
Payment: [Timing and method]

USAGE RIGHTS:
[Brand may repost on owned channels for X months / Brand may use in paid ads for X months at additional fee of $X]

Scaling Micro-Influencer Programs#

From 10 to 100+ Creators#

Content Repurposing Rights#

Measurement Framework#

Core Metrics#

Attribution Methods#

Platform-Specific Strategies#

Instagram#

• Reels: Prioritize Reels for reach; algorithm favors short video (15-60 seconds); authentic, trend-aware content outperforms polished ads
• Stories: Use for personal, behind-the-scenes product integration; link stickers for direct traffic; polls/quizzes for engagement
• Feed posts: Best for detailed reviews, lifestyle photography, and carousel tutorials; longer shelf life than Stories
• Collab feature: Use Instagram's native Collab tool to co-publish — content appears on both feeds, doubling reach

TikTok#

• Content philosophy: Content must feel native to TikTok — not repurposed Instagram content; entertainment-first, brand-second
• Hooks: First 1-2 seconds must capture attention; visual hooks outperform text hooks on TikTok
• Trends: Encourage creators to adapt trending sounds and formats to your product — this is where TikTok micro-influencers shine
• TikTok Shop: If selling products, integrate TikTok Shop for in-video purchasing; micro-influencer content drives Shop conversion
• Spark Ads: Boost top-performing organic influencer content as Spark Ads; retains the creator's authentic post format

YouTube#

• Long-form reviews: Micro-influencers with 10K-100K subscribers produce detailed product reviews that rank in YouTube search for months or years
• Shorts: YouTube Shorts reach new audiences; repurpose TikTok-style content here for additional distribution
• Dedicated vs. integrated: Dedicated videos (full video about your product) outperform integrated mentions (30-second plug in unrelated video) for conversion
• Description links: Ensure affiliate/tracking links are in video description with clear CTA in the video itself

LinkedIn (B2B)#

• Thought leadership format: B2B micro-influencers share professional insights, not lifestyle content; format is text-first with optional image
• Employee advocacy: Your own employees with 1K-10K connections are effectively nano-influencers; equip them with shareable content
• Newsletter integration: LinkedIn creators with Newsletters have opted-in audiences; sponsored newsletter mentions drive qualified B2B leads
• Engagement pods: LinkedIn's algorithm heavily rewards early engagement; coordinate posting times with your team to engage in the first 30 minutes

Supporting file: performance-tracking.md#

Influencer Performance — Measurement & Attribution#

Earned Media Value (EMV) Calculation Methods#

What is EMV?#

Earned Media Value assigns a dollar value to organic social engagement and impressions generated by influencer content, benchmarked against what equivalent paid media exposure would cost.

Standard EMV Formula#

EMV = (Impressions x CPM Benchmark / 1,000) + (Engagements x CPE Benchmark)

Platform-Specific CPM & CPE Benchmarks for EMV#

EMV Limitations#

• EMV is a directional metric, not a precise ROI measurement
• Different agencies and platforms use different benchmarks, making cross-comparison unreliable
• EMV does not account for sentiment, brand lift, or downstream conversions
• Use EMV as one signal among many — never as the sole success metric

Attribution Models for Influencer Marketing#

Attribution Methods Comparison#

Multi-Touch Attribution Approach#

For campaigns with multiple influencers and channels, use a blended model:

1. First-touch: Credit to the influencer who introduced the consumer to the brand
2. Last-touch: Credit to the influencer whose content preceded the conversion
3. Linear: Equal credit across all touchpoints
4. Time-decay: More credit to touchpoints closer to conversion
5. Data-driven: ML model assigns credit based on observed conversion patterns

Recommended approach: Use last-touch for direct response campaigns and linear/time-decay for awareness campaigns. Always supplement with post-purchase surveys.

Influencer Campaign Reporting Template#

Campaign Overview#

Performance Summary Table#

Individual Creator Performance#

Benchmarks by Industry & Platform#

Engagement Rate Benchmarks#

Cost Efficiency Benchmarks#

Brand Lift Study Methodology#

Study Design#

1. Control group: Audience not exposed to influencer content
2. Exposed group: Audience confirmed exposed to influencer content (platform pixel or survey screener)
3. Sample size: Minimum 500 per group for statistical significance; 1,000+ preferred
4. Timing: Pre-campaign baseline survey + post-campaign measurement (7–14 days after last post)

Key Brand Lift Metrics#

Running a Brand Lift Study#

• Use platform-native tools (Meta Brand Lift, TikTok Brand Lift) when budget exceeds $30K
• For smaller campaigns, run manual surveys via Typeform or SurveyMonkey
• Require minimum 2-week campaign duration for measurable lift
• Control for other marketing activity running concurrently

Content Performance Ranking#

Ranking Methodology#

Rank each piece of influencer content using a composite score:

Content Score = (Engagement Rate x 0.30) + (Reach Index x 0.25) + (Conversion Index x 0.25) + (Content Quality Score x 0.20)

Use Cases for Content Ranking#

• Identify top-performing content for paid amplification (whitelisting/dark posting)
• Determine which creators to re-engage for future campaigns
• Build a library of "what works" creative reference for future briefs
• Justify budget allocation shifts toward top performers

Long-Term ROI Tracking#

Beyond the Campaign Window#

Influencer marketing impact extends well past the posting date. Track these longitudinal metrics:

Influencer-Acquired Customer Cohort Analysis#

• Tag customers acquired through influencer campaigns in your CRM
• Compare LTV, repeat purchase rate, and AOV against other acquisition channels
• Track referral behavior — influencer-acquired customers often refer others at higher rates
• Calculate true ROAS including LTV, not just first-purchase revenue

Portfolio Performance Dashboard#

Maintain a rolling dashboard tracking:

• Total influencer spend (monthly/quarterly/annual)
• Aggregate ROAS across all influencer partnerships
• Top 10 performing creators (by composite score)
• Cost efficiency trend lines (CPE, CPA, CPM over time)
• Content library growth and reuse rate
• Brand lift metrics (if tracked)

Supporting file: ugc-strategy.md#

UGC Strategy — Solicitation & Management#

UGC Solicitation Playbooks#

Hashtag Campaigns#

A branded hashtag campaign encourages customers and followers to create and share content using a specific hashtag, building a community-driven content library.

Launch checklist:

• Create a unique, memorable branded hashtag (check availability across platforms)
• Keep the hashtag short (under 20 characters), easy to spell, and unambiguous
• Seed the hashtag with 10–15 pieces of brand or influencer content before public launch
• Promote the hashtag in bio, packaging, email, in-store signage, and ads
• Define what kind of content you want (use visual examples)
• Feature top submissions on brand channels to incentivize participation
• Monitor the hashtag daily for quality content and inappropriate use

Hashtag campaign types:

Contests & Giveaways#

Review Solicitation#

• Post-purchase email: Send 7–14 days after delivery asking for photo/video review
• Incentivize with value: Discount on next purchase, loyalty points, or featured placement
• Make it easy: Provide a direct upload link; reduce friction to one or two clicks
• Prompt specificity: Ask directed questions ("Show us how you style it" vs. "Leave a review")
• Follow up: One reminder at 21 days; do not over-solicit

Social Media Challenges#

Rights Management Framework#

UGC Rights Tiers#

Rights Request Template (DM/Email)#

Hi [Name],

We love your post about [product/topic]! We'd love to share it with our community. Would you be willing to grant us permission to repost your content on our [social channels / website / ads]? We'll credit you as the creator.

If you're interested, please reply "Yes" or sign our brief content release form here: [link].

Thanks for being part of our community!

Rights Documentation Checklist#

• Obtain explicit written consent before any use beyond organic reposting
• Store all rights agreements in a centralized content rights database
• Track expiration dates on time-limited licenses
• Record the scope of rights granted (platforms, channels, duration, territories)
• Document the creator's preferred attribution format
• Flag content involving minors for enhanced parental consent requirements

UGC-to-Ad Pipeline#

Phase 1: Selection#

Phase 2: Editing for Ads#

Phase 3: Running UGC as Paid Ads#

UGC Ad Performance Benchmarks#

Curation Best Practices#

Content Quality Tiers#

Curation Workflow#

1. Monitor: Track branded hashtags, mentions, and tags daily using social listening tools
2. Save: Bookmark or download content that meets minimum quality threshold
3. Categorize: Sort by product, campaign, content type, quality tier, and rights status
4. Request rights: Contact creator for permission before any use beyond personal save
5. Tag and store: Upload to UGC library (Dash Hudson, Later, Pixlee, TINT, or internal DAM)
6. Activate: Deploy to appropriate channels based on quality tier and rights status

UGC Across Different Platforms#

Incentive Structures#

Legal Considerations#

Rights & Attribution#

• Always obtain explicit permission before repurposing UGC, especially for commercial use
• Credit the original creator unless they explicitly waive attribution
• Maintain a rights management database with consent records, scope, and expiration
• Re-confirm rights if you want to expand usage beyond originally agreed scope

Content Involving Minors#

• Parental consent required: Written consent from parent or legal guardian before using any content featuring a minor (under 18)
• COPPA compliance: If soliciting content from children under 13, full COPPA requirements apply
• Platform terms: Most platforms require users to be 13+; do not encourage content from underage users
• Enhanced review: All UGC featuring minors should go through legal review before publication

Intellectual Property Considerations#

• UGC creators retain copyright unless explicitly assigned
• A license to use is not the same as ownership — define scope clearly
• If UGC incorporates third-party IP (music, trademarks, other people's likeness), additional clearances may be needed
• Indemnification clauses in rights agreements should address third-party IP claims

Platform Terms of Service#

• Each platform has specific terms governing branded content, contests, and commercial use
• Instagram: Must use Branded Content tools for paid partnerships
• TikTok: Spark Ads require creator authorization
• YouTube: Community Guidelines apply to all content, including reposted UGC
• Review platform TOS quarterly for updates that affect UGC programs

UGC Measurement Framework#

Quantitative Metrics#

Qualitative Metrics#

UGC Program ROI Calculation#

UGC Program ROI = (Value of UGC Assets + Revenue from UGC Ads + Conversion Lift Revenue - Program Costs) / Program Costs x 100

Value of UGC Assets: Number of usable assets x equivalent professional production cost per asset Revenue from UGC Ads: Tracked revenue from campaigns using UGC creative Conversion Lift Revenue: Incremental revenue from product pages enhanced with UGC Program Costs: Platform tools + incentives + rights management + staff time

Supporting file: skills/context-engine/platform-specs.md#

Platform Specifications Reference#

Last updated: 2026-02-11 This file is consumed by an AI agent to validate marketing content against platform requirements. All specs reflect current 2026 platform standards.

Section 1: Social Media Platform Specs#

Instagram#

Feed Posts#

Instagram Reels#

Instagram Stories#

Instagram Carousel#

TikTok#

LinkedIn#

LinkedIn Post#

LinkedIn Article#

LinkedIn Newsletter#

Twitter/X#

Facebook#

Facebook Post#

Facebook Reels#

Facebook Stories#

Pinterest#

Standard Pin#

Idea Pin#

Video Pin#

YouTube#

YouTube Video#

YouTube Shorts#

YouTube Live#

Reddit#

Threads#

Snapchat#

Section 2: Email Specifications#

Subject Line Limits by Client#

Recommendation: Keep subject lines under 40 characters for reliable cross-client mobile rendering. Front-load the most important words.

Preview Text (Preheader)#

Recommendation: Write 40-90 characters of preview text. If not explicitly set, clients pull the first visible body text. Use hidden preheader text in HTML to control this.

Email Body Specs#

Image Handling#

CTA Button Specs#

Dark Mode Considerations#

Dark mode design rules:

• Add transparent padding around logos (prevents awkward color clashes)
• Use semi-transparent PNGs with contrasting edges
• Test with both dark and light backgrounds
• Define both light and dark color schemes in CSS where supported
• Avoid pure white (#FFFFFF) backgrounds; use #FAFAFA so dark mode detection triggers consistently

Mobile Rendering Rules#

Apple Mail Privacy Protection (MPP)#

Section 3: Ad Platform Creative Specs#

Google Ads#

Responsive Search Ads (RSA)#

Google Display Ads#

Performance Max (PMax)#

YouTube Ads#

Google Shopping#

Meta Ads (Facebook & Instagram)#

Feed Ads#

Stories & Reels Ads#

Carousel Ads#

Collection Ads#

LinkedIn Ads#

Sponsored Content (Single Image)#

Sponsored Content (Video)#

Sponsored Messaging (Message Ads)#

Document Ads#

TikTok Ads#

In-Feed Ads#

TopView Ads#

Spark Ads#

Pinterest Ads#

Amazon Ads#

Sponsored Products#

Sponsored Brands#

Sponsored Display#

Section 4: Schema Markup Reference#

Use schema.org structured data (JSON-LD format recommended) to enhance search appearance and enable rich results.

Schema Implementation Notes#

• Format: Always use JSON-LD (recommended by Google) over Microdata or RDFa.
• Placement: Insert <script type="application/ld+json"> in the <head> or <body> of the page.
• Validation: Test with Google Rich Results Test (https://search.google.com/test/rich-results (opens in a new tab)) and Schema Markup Validator (https://validator.schema.org (opens in a new tab)).
• Nesting: Nest related schemas (e.g., Product containing AggregateRating and Offers).
• Avoid: Do not mark up content that is not visible on the page. Do not use schema for deceptive purposes. Google may issue manual actions for misleading structured data.

Section 5: Image Format Guide#

Format Comparison#

Browser Support (as of 2026)#

When to Use Each Format#

Implementation Best Practice#

Use the <picture> element with format fallback:

<picture>
  <source srcset="image.avif" type="image/avif">
  <source srcset="image.webp" type="image/webp">
  <img src="image.jpg" alt="Description" width="800" height="600" loading="lazy">
</picture>

Key rules:

• Always include width and height attributes to prevent Cumulative Layout Shift (CLS)
• Use loading="lazy" for below-the-fold images
• Use loading="eager" or fetchpriority="high" for LCP (Largest Contentful Paint) images
• Serve responsive sizes with srcset and sizes attributes for resolution switching
• Compress JPEG at quality 75-85 for web, WebP at quality 75-80, AVIF at quality 60-70
• Always strip EXIF metadata for web delivery (privacy and file size)