Marketing AI Skill

Influencer Marketing

Plan and execute influencer marketing campaigns including influencer discovery, vetting, outreach, contract negotiation, campaign management, performance tracking, and ROI measurement. Use when finding influencers, negotiating deals, managing campaigns, tra...

Influencer Marketing

Plan and execute influencer marketing campaigns including discovery, vetting, outreach, campaign management, and performance tracking.

Workflow

1. Influencer Strategy & Planning

INFLUENCER MARKETING STRATEGY
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Influencer Tiers:
═══════════════════════════════════════

Tier               Followers      Rate/Post    Engagement    Best For
───────────────────────────────────────────────────────────────────────────────
Nano               1K-10K         $100-$500    5-8%         Authenticity, niche
Micro              10K-100K       $500-$5K     3-6%         Engagement, trust
Mid-tier           100K-500K      $5K-$15K     2-4%         Reach + engagement
Macro              500K-1M        $15K-$50K    1-3%         Brand awareness
Mega               1M+            $50K+         0.5-2%       Mass awareness

RECOMMENDED MIX (B2B):
═══════════════════════════════════════

  → 60% Micro-influencers (10K-100K, industry experts)
  → 30% Mid-tier (100K-500K, thought leaders)
  → 10% Macro (500K+, broad awareness)

  Budget Allocation: $25,000/month
    → Nano/Micro: $15,000 (6 influencers/month)
    → Mid-tier: $8,000 (1-2 influencers/month)
    → Macro: $2,000 (occasional, campaign-based)

CAMPAIGN TYPES:
═══════════════════════════════════════

Type                  Duration    Influencers    Content Types        Goal
───────────────────────────────────────────────────────────────────────────────
Product review        2 weeks     5-10 micro     Review post + story  Social proof
Brand awareness       4 weeks     3 mid + 1 macro Multiple posts      Reach
Launch campaign       3 weeks     10 micro       Teaser + reveal      Buzz
UGC campaign          Ongoing     20+ nano       Authentic content    Content library
Thought leadership    Ongoing     2-3 mid        LinkedIn articles    Authority
Affiliate             Ongoing     50+            Various              Sales

2. Influencer Discovery & Vetting

INFLUENCER DISCOVERY PROCESS
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Discovery Channels:
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  → Instagram/TikTok: #hashtag search, explore page
  → LinkedIn: Industry thought leaders, newsletter authors
  → YouTube: Niche channels, tutorial creators
  → Podcasts: Industry-specific podcast hosts
  → Twitter: Thought leaders, active commenters
  → Tools: Upfluence, AspireIQ, Grin, CreatorIQ, HypeAuditor
  → Manual: Competitor analysis, audience recommendations

VETTING CRITERIA:
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  → Audience alignment: Followers match target audience
  → Engagement rate: ≥ industry average (micro: 3-6%, macro: 1-3%)
  → Content quality: Professional, on-brand, consistent
  → Authenticity: Genuine voice, not overly commercial
  → Follower growth: Organic (steady), not spikes (bought)
  → Comment quality: Real conversations, not bot comments
  → Brand safety: No controversial/off-brand content
  → Previous sponsorships: Relevant, well-integrated

  Red Flags:
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  → Follower-to-engagement ratio < 0.5% (bought followers)
  → Generic comments (bot activity)
  → Sudden follower spikes (purchased followers)
  → Controversial/off-brand content (past posts)
  → Excessive sponsorships (over-commercialized)
  → Audience mismatch (wrong demographic)

3. Outreach & Negotiation

INFLUENCER OUTREACH TEMPLATE
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Subject: Partnership opportunity: [Influencer name] × [Brand]

Hi [Name],

I've been following your content on [platform] and love your recent post about
[specific content]. Your insights on [topic] really resonate with our audience.

I'm [your name] from [company], and I'd love to explore a partnership. We help
[target audience] with [value proposition].

Would you be open to creating [content type] about [topic]? We'd love to
collaborate on something that feels authentic to your audience.

Are you available for a quick call this week to discuss?

Best,
[Your name]
[Title] | [Company]

NEGOTIATION FRAMEWORK:
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  Compensation Models:
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  Model                  Description              When to Use
  ────────────────────────────────────────────────────────────────────────
  Flat fee              Fixed payment per post   Standard, clear
  Performance-based     Pay per result (sales, leads) Goal-aligned
  Hybrid                Base + bonus for results  Best of both
  Product exchange      Free product for content  Nano, product fit
  Affiliate commission  % of generated revenue    Long-term, sales
  Retainer              Monthly ongoing            Brand ambassador

  Contract Terms:
═══════════════════════════════════════

  → Content deliverables (number, format, platform)
  → Timeline (creation, approval, posting)
  → Usage rights (repost, paid amplification)
  → Exclusivity (competitor restrictions, duration)
  → Compensation (amount, payment schedule)
  → Performance metrics (engagement, reach, clicks)
  → Disclosure requirements (#ad, #sponsored)
  → Approval process (content review, revision rounds)
  → Termination clause (breach, non-performance)

4. Campaign Management

CAMPAIGN MANAGEMENT WORKFLOW
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  1. Brief: Campaign goals, messaging, guidelines
  2. Content creation: Influencer creates content
  3. Review: Brand review (1 revision round)
  4. Approval: Final approval + posting schedule
  5. Launch: Influencer posts content
  6. Amplify: Brand shares/promotes content
  7. Monitor: Track performance in real-time
  8. Report: Post-campaign analysis

CONTENT GUIDELINES FOR INFLUENCERS:
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  → Key messaging: 3-4 talking points (not a script)
  → Brand elements: Logo, colors, product placement
  → Required disclosures: #ad, #sponsored, FTC compliant
  → Do's: Be authentic, share personal experience
  → Don'ts: Make false claims, bashing competitors
  → Call-to-action: "Try [product]", "Link in bio"
  → Hashtags: Brand hashtag + 2-3 relevant hashtags
  → Posting: Optimal time, pin comment with link

  Content Calendar:
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  Influencer         Platform    Content Type   Post Date    Status    Budget
  ────────────────────────────────────────────────────────────────────────────────
  @john_tech         LinkedIn    Review post    MM/DD        Scheduled $2,000
  @sarah_marketing   Instagram   Carousel       MM/DD        Created   $1,500
  @mike_dev          YouTube     Tutorial       MM/DD         Draft    $3,000
  @emma_business     TikTok      Demo video     MM/DD         Approved $800
  @david_analytics   Twitter     Thread         MM/DD         Live     $500

5. Performance Tracking & ROI

INFLUENCER PERFORMANCE TRACKING
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Metrics:
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  Metric              How to Measure           Target
  ────────────────────────────────────────────────────────────────
  Reach               Impression count          Campaign goal
  Engagement          Likes, comments, shares   ≥ 3% engagement
  Clicks              UTM-tracked link clicks   ≥ 1% CTR
  Conversions         Promo code / UTM          ≥ 0.5% conv
  Follower growth     Net new followers         ≥ 50 per post
  Sentiment           Positive/negative ratio   ≥ 80% positive
  Content value       Production cost equivalent  N/A

ROI CALCULATION:
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  Influencer          Cost      Reach     Eng.    Clicks   Conv.    Revenue   ROAS
  ──────────────────────────────────────────────────────────────────────────────────
  @john_tech          $2,000    45,000    1,800   250      12       $6,000    3.0x
  @sarah_marketing    $1,500    32,000    1,280   180      8        $4,000    2.7x
  @mike_dev           $3,000    28,000    1,120   150      10       $5,000    1.7x
  @emma_business      $800      15,000    900     120      5        $2,500    3.1x
  @david_analytics    $500      8,000     320     60       3        $1,500    3.0x
  ──────────────────────────────────────────────────────────────────────────────────
  Total               $7,800    128,000   5,420   760      38       $19,000   2.4x

  Average ROAS: 2.4x (target: ≥2.0x) ✓
  Average cost per acquisition: $205
  Average engagement rate: 4.2%

Edge Cases

B2B: LinkedIn influencers, industry experts, podcasters
FTC compliance: Disclosure requirements, legal review
Global: Multi-language, cultural sensitivity
Micro vs macro: Budget allocation, ROI expectations
Long-term: Ambassador programs, relationship building

Integration Points

Platforms: Upfluence, AspireIQ, Grin, CreatorIQ, HypeAuditor
Social: Instagram, TikTok, LinkedIn, YouTube, Twitter
Analytics: GA4, UTM tracking, affiliate platforms
Contracts: DocuSign, HelloSign
Payment: PayPal, Stripe, affiliate platforms
Management: Airtable, Notion, Asana

Output

Influencer Marketing Status

INFLUENCER MARKETING — Q4 2024
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Active influencers: 25 (15 micro, 8 mid, 2 macro)
Monthly spend: $25,000
Average ROAS: 2.4x (target: ≥2.0x) ✓
Total reach: 128,000/month
Engagement rate: 4.2% (industry avg: 2.5%) ✓
Monthly revenue attributed: $19,000
Top performer: @john_tech (3.0x ROAS)
Next priority: Expand nano-influencer program, launch affiliate campaign