Influencer marketing
Chooses the right creators and organises collaborations with them.
You'll like it if you follow lots of creators and can tell who is credible.
What it is
Influencer marketing means working with creators: people with a loyal audience on social media who recommend products. Whoever does it picks the right creators, organises the partnership and makes sure it is transparent. The trust of the creator's audience matters more than the follower count.
Works with
- Creators and their agencies
- Social media manager
- Legal team (contracts and rules)
- Brand manager
What they actually do
Finding creators
Looks for creators who fit the brand by audience, values and content quality, not just followers.
Vetting profiles
Checks that followers and interactions are real and that the creator has nothing that clashes with the brand.
Briefs and agreements
Writes what's needed (product, message, deadlines, what not to say) and sets fees and usage rights.
Transparency
Checks that paid content, or content with gifted products, is clearly disclosed, for example with #ad.
Managing posts
Follows publishing dates and reviews content before it goes out.
Results
Measures reach, interactions and sales from each partnership.
How the work is measured
The indicators (KPIs) they look at most often. The charts are just drawings, not real data.
- Creator engagement rate
- How much their audience really interacts.
- Partnership reach
- How many people saw the content.
- Sales with a code or link
- How many purchases come from the creator's discount code or link.
- Cost per result
- What each interaction or sale cost.
How to get started
People often come in through talent or influencer marketing agencies, as an assistant who finds profiles and follows posts. Knowing the transparency rules well is an advantage.
1. Skills you need
- Spotting a fake audience
- Negotiating
- Knowing the advertising rules
- People skills and patience
- Organisation
2. Free tools to practise
- Instagram and TikTok
- Google Sheets
- EU Influencer Legal Hub
Tools by other companies, free or with a free plan: we mention them only as examples.
3. In job ads it's called
- Influencer marketing assistant
- Junior talent coordinator
- Junior social & influencer marketer
4. Later you can specialise in
- Sponsored content
- Transparency rules
Try it
Exercise 1 · A partnership for matcha
Sara from Five Leaf writes to you: "A creator for matcha"
4 parts, nothing to type: just choices, with a professional's solution at the end.
What you learn
- choosing a creator
- writing a brief
- #ad transparency
- measuring with a discount code