Build Influencer Marketing Programs

Provides strategic expertise for building and managing influencer marketing programs - influencer identification and tiering, platform-specific strategy, campaign type selection, relationship management, and performance measurement.

Use this skill when identifying and selecting influencers for a campaign, planning platform-specific content strategy, choosing between campaign structures (seeding, sponsored, ambassador, affiliate), managing influencer relationships and contracts, or measuring influencer marketing ROI.

Three core competency areas: strategy (influencer identification, partnership alignment, campaign planning, platform selection, budget allocation), relationship management (outreach/negotiation, contract management, creative briefing, relationship nurturing, long-term partnerships), and execution (campaign management, content review, amplification, performance tracking, compliance).

Influencer tiers are segmented by follower count, engagement rate, cost, and best use case: Nano (1K-10K followers, 5-10% engagement, $50-500, best for authenticity), Micro (10K-100K, 3-5% engagement, $500-5K, best for niche targeting), Macro (100K-1M, 1-3% engagement, $5K-50K, best for scale), and Mega (1M+, under 1% engagement, $50K+, best for mass awareness).

Platform expertise covers four channels: Instagram (best for lifestyle/visual products, using posts/Stories/Reels, measured by reach/saves/shares), TikTok (best for Gen Z/trends/virality, using videos/duets/stitches, measured by views/completion/shares), YouTube (best for in-depth content/tutorials, using integrations/dedicated videos/shorts, measured by views/watch time/clicks), and LinkedIn (best for B2B/thought leadership, using posts/articles/videos, measured by engagement/shares/leads).

Four campaign types are compared: product seeding (sending product for an organic review - low cost, lower control, good for relationship-building), sponsored content (paid posts with disclosure - more control, clear deliverables and timing), brand ambassador (long-term partnership with multiple content pieces, deeper integration, exclusivity considerations), and affiliate/performance (commission-based, trackable results, lower risk for the brand, performance incentives).

The measurement framework provides concrete formulas: CPM (Cost / Impressions x 1000), CPE (Cost / Engagements), EMV (Earned Media Value), ROAS (Revenue / Spend), and Brand Lift (survey-based awareness change).

Applies across the major influencer platforms directly - Instagram, TikTok, YouTube, and LinkedIn - matching content format and success metric to each channel rather than treating influencer marketing as a single undifferentiated tactic.

Marketing teams building or scaling an influencer program who need concrete tier definitions, platform-specific strategy, campaign structure options, and ROI formulas rather than generic influencer marketing advice - particularly useful when deciding how to split a budget across nano/micro/macro/mega tiers or which campaign structure (seeding vs. sponsored vs. ambassador vs. affiliate) fits a given goal and risk tolerance.