Influencer Marketing

About this skill

Helps the user pick the right partners, structure fair deals, keep the program compliant, and measure real ROI — not vanity reach.

Use this skill when

• You need to apply Influencer Marketing to a real project.
• You want to review or improve an existing Influencer Marketing workflow.

What it can do

• Engagement rate , not follower count (a rough floor: ~1–3% is healthy on IG/TikTok at scale; higher for nano). Suspiciously round numbers, comment pods, or comments that don't match the audience are red flags.
• Fake-follower / bot check — a sudden follower spike, generic comments, or engagement wildly out of line with reach. Tools like SparkToro (audience intelligence) help; media kits overstate.
• Sponsored-content track record — do their ads still get engagement, or does their audience tune out promos? Ask for past campaign results.
• Brand safety — scroll their last ~3 months. Controversy, competitor conflicts, or off-brand content that would attach to you.
• Authenticity of fit — have they mentioned your category unprompted? A genuine user is worth several cold partners.
• Flat fee — standard for awareness; you pay for the placement regardless of result.
• Performance / CPA — pay per click or conversion. Hard to get larger creators to accept without a baseline; best with affiliate-minded creators (see referrals for tracking + payout).
• Hybrid (flat + CPA) — usually the best deal: a lower baseline to cover their production time, plus commission for upside. Aligns incentives.

Safety and limitations

• Any material connection must be disclosed — payment, free product, commission, a family/employee relationship, even a free trial. Gifting is not a loophole; a gifted post still needs disclosure.
• Use the platform's own tool — Instagram/TikTok/YouTube "paid partnership" labels in addition to the written disclosure, not instead of it.
• No fabricated claims. Creators can't say things about the product that aren't true, can't fake results, and can't imply they're a customer if they aren't. Give them what's true and let them speak it in their voice.
• International + platform rules vary (e.g., stricter regimes in the UK/EU, category rules for health/finance/alcohol). When the campaign is regulated or cross-border, route to legal.