influencer-marketing

Strategy

• Influencer identification and vetting
• Partnership alignment with brand
• Campaign planning and execution
• Platform selection
• Budget allocation

Relationship Management

• Outreach and negotiation
• Contract management
• Creative briefing
• Relationship nurturing
• Long-term partnerships

Execution

• Campaign management
• Content review and approval
• Amplification strategy
• Performance tracking
• Compliance and disclosure

| Tier | Followers | Engagement | Cost Range | Best For |

|------|-----------|------------|------------|----------|

| Nano | 1K-10K | 5-10% | $50-500 | Authenticity, niche |

| Micro | 10K-100K | 3-5% | $500-5K | Niche targeting |

| Macro | 100K-1M | 1-3% | $5K-50K | Scale, reach |

| Mega | 1M+ | <1% | $50K+ | Mass awareness |

Tier Selection Framework

```yaml

Choose Nano/Micro when:

- Budget is limited

- Authenticity is priority

- Niche audience targeting

- High engagement needed

- Long-term relationships desired

Choose Macro/Mega when:

- Brand awareness is goal

- Mass reach required

- Product launch campaigns

- Celebrity association valuable

- Budget allows for scale

```

Instagram

```yaml

Best For:

- Lifestyle, fashion, beauty

- Visual products

- B2C brands

Content Formats:

- Feed posts (highest permanence)

- Stories (24h, high engagement)

- Reels (algorithm boost, reach)

- Lives (real-time engagement)

Key Metrics:

- Reach and impressions

- Saves and shares

- Story replies

- Profile visits

- Link clicks (Stories)

Typical Rates:

- Nano: $50-250/post

- Micro: $250-1,000/post

- Macro: $1,000-10,000/post

- Mega: $10,000+/post

```

TikTok

```yaml

Best For:

- Gen Z and Millennials

- Trend-driven products

- Entertainment value

- Viral potential

Content Formats:

- Native videos (15s-3min)

- Duets and stitches

- TikTok Lives

- TikTok Shop integration

Key Metrics:

- Video views

- Watch time/completion rate

- Shares

- Comments

- Follower growth

Typical Rates:

- Nano: $25-200/video

- Micro: $200-2,500/video

- Macro: $2,500-25,000/video

- Mega: $25,000+/video

```

YouTube

```yaml

Best For:

- In-depth product content

- Tutorials and reviews

- Long-form storytelling

- Search discovery

Content Formats:

- Dedicated videos

- Integrations (30-90s)

- Shorts (≤60s)

- Live streams

Key Metrics:

- Views

- Watch time

- CTR on cards/links

- Subscriber growth

- Comments

Typical Rates:

- Micro: $1,000-5,000/integration

- Macro: $5,000-50,000/video

- Mega: $50,000+/video

```

LinkedIn

```yaml

Best For:

- B2B products/services

- Thought leadership

- Professional audience

- Enterprise targeting

Content Formats:

- Text posts with images

- Articles

- Videos (native)

- Document carousels

Key Metrics:

- Impressions

- Engagement rate

- Profile views

- Lead generation

Typical Rates:

- Micro: $500-2,000/post

- Macro: $2,000-10,000/post

```

Product Seeding

```yaml

Description: Send free product for organic review

Investment: Product cost only

Control: Low - authentic reactions

Timeline: 2-4 weeks for content

Best Practices:

- Personalize outreach

- No content requirements

- Build relationship first

- Accept honest feedback

- Track organic mentions

```

Sponsored Content

```yaml

Description: Paid posts with disclosure

Investment: Fee + product

Control: Medium - briefed content

Timeline: 2-6 weeks campaign

Best Practices:

- Clear brief but creative freedom

- FTC/ASA compliant disclosures

- Multiple rounds of review

- Usage rights negotiation

- Exclusivity terms

```

Brand Ambassador

```yaml

Description: Long-term partnership

Investment: Retainer + performance

Control: High - ongoing relationship

Timeline: 3-12 month contracts

Best Practices:

- Thorough vetting process

- Clear exclusivity terms

- Regular check-ins

- Performance bonuses

- Content calendar planning

```

Affiliate/Performance

```yaml

Description: Commission-based partnership

Investment: Revenue share (10-30%)

Control: Low - performance motivated

Timeline: Ongoing

Best Practices:

- Competitive commission rates

- Quality tracking links

- Real-time reporting

- Tiered incentives

- Long cookie windows

```

Evaluation Criteria

```python

def evaluate_influencer(profile):

"""Score potential influencer partners."""

score = 0

max_score = 100

# Engagement quality (25 points)

engagement_rate = profile['engagements'] / profile['followers']

if engagement_rate > 0.05:

score += 25

elif engagement_rate > 0.03:

score += 15

elif engagement_rate > 0.01:

score += 10

# Audience authenticity (25 points)

if profile['fake_follower_rate'] < 0.10:

score += 25

elif profile['fake_follower_rate'] < 0.20:

score += 15

# Content quality (20 points)

score += profile['content_quality_score'] * 2 # 1-10 scale

# Brand alignment (15 points)

if profile['category'] in BRAND_CATEGORIES:

score += 10

if profile['values_alignment']:

score += 5

# Audience demographics match (15 points)

demo_match = calculate_demo_overlap(profile['audience'], TARGET_AUDIENCE)

score += demo_match * 15

return {

'influencer': profile['handle'],

'score': score,

'recommendation': 'strong' if score > 75 else 'moderate' if score > 50 else 'weak'

}

```

Red Flags

```yaml

Avoid If:

- Engagement rate below 1%

- Sudden follower spikes (bought followers)

- Generic/bot comments

- No brand collaborations history

- Past controversial content

- Fake engagement pods

- Doesn't disclose partnerships

- Unrealistic promises

```

```yaml

Campaign Overview:

brand: "[Brand Name]"

product: "[Product/Service]"

campaign_name: "[Campaign Name]"

timeline: "[Start - End Date]"

Objectives:

primary: "[Awareness/Consideration/Conversion]"

kpis:

- "[Metric 1]: [Target]"

- "[Metric 2]: [Target]"

Target Audience:

demographics: "[Age, Gender, Location]"

psychographics: "[Interests, Values, Behaviors]"

Key Messages:

must_include:

- "[Key benefit 1]"

- "[Key benefit 2]"

avoid:

- "[Competitor mentions]"

- "[Specific claims]"

Content Requirements:

platform: "[Platform]"

format: "[Post/Story/Video]"

quantity: "[Number of posts]"

hashtags: "[Required hashtags]"

mentions: "@[brand_handle]"

disclosure: "#ad #sponsored"

Creative Direction:

tone: "[Authentic, Fun, Professional]"

visual_style: "[Description]"

do_examples: "[Links to good examples]"

dont_examples: "[What to avoid]"

Approval Process:

steps:

1. Submit concept/draft

2. Brand review (48h)

3. Revisions if needed

4. Final approval

5. Post within window

Deliverables:

- Raw content files

- Platform analytics (48h post)

- Usage rights for [X months]

```

Campaign Metrics

| Metric | Formula | Purpose |

|--------|---------|---------|

| CPM | Cost / Impressions × 1000 | Cost efficiency |

| CPE | Cost / Engagements | Engagement efficiency |

| EMV | Earned Media Value | PR-equivalent value |

| ROAS | Revenue / Spend | Sales efficiency |

| Brand Lift | Survey-based | Awareness impact |

| Sentiment | Positive / Total | Brand perception |

ROI Calculation

```python

def calculate_campaign_roi(campaign):

"""Calculate influencer campaign ROI."""

total_cost = sum([

campaign['influencer_fees'],

campaign['product_cost'],

campaign['agency_fees'],

campaign['paid_amplification']

])

# Direct revenue (tracked conversions)

direct_revenue = campaign['attributed_sales']

# Estimated earned media value

emv = (

campaign['impressions'] * 0.005 + # CPM equivalent

campaign['engagements'] * 0.50 # CPE equivalent

)

# Total value

total_value = direct_revenue + emv

return {

'total_cost': total_cost,

'direct_revenue': direct_revenue,

'emv': emv,

'total_value': total_value,

'roi': (total_value - total_cost) / total_cost * 100,

'roas': direct_revenue / total_cost

}

```

```yaml

Key Terms to Include:

Scope:

- Deliverables and quantities

- Platforms and formats

- Timeline and deadlines

- Exclusivity period

Compensation:

- Fee structure (flat, performance, hybrid)

- Payment terms (50/50, net 30)

- Bonus triggers

- Expense coverage

Rights:

- Content ownership

- Usage rights duration

- Platforms for repurposing

- Whitelisting/boosting rights

Requirements:

- FTC disclosure compliance

- Approval process

- Revision limits

- Analytics reporting

Protection:

- Morality clause

- Termination conditions

- Non-disparagement

- Indemnification

```

1. Authenticity first — выбирайте по fit, не только по reach
2. Long-term relationships — амбассадоры эффективнее разовых постов
3. Creative freedom — дайте инфлюенсерам их голос
4. Clear disclosure — FTC compliance обязателен
5. Performance tracking — уникальные ссылки и коды
6. Diversification — mix разных тиров и платформ