Influencer marketing fails in a predictable way: a creator is chosen for follower count, paid a flat fee, posts once, and nobody can tell whether it did anything. Every part of that is fixable.
Selection should be based on genuine audience overlap and engagement quality, not reach. Deliverables and usage rights should be contractual. And measurement should be in place before the post goes live, with unique codes or links, so the result is a number rather than a feeling.
What the work includes
- Creator research and vetting, including engagement authenticity checks
- Outreach, negotiation and contracting: deliverables, exclusivity, usage rights, timelines
- Briefing that protects your message while leaving creators room to sound like themselves
- Tracking setup with unique codes and links per creator
- Whitelisting and paid amplification of the posts that perform
- Performance reporting per creator, so renewals are evidence-based