Fundamentals, playbooks, and category-specific notes from the team that runs the campaigns. Written for brands and creators who want the mechanics, not the buzzwords.
Influencer marketing is the practice of paying creators with an engaged audience to feature a product inside their content. Done well, it puts a brand in front of buyers who already trust the person recommending it — reach that paid ads on the same audience usually cannot buy.
Every influencer campaign that works is run the same way underneath: a sharp brief, sourcing built on audience fit not follower count, deals negotiated on real market data, briefs that protect the brand without killing the creator's voice, and outcome-based reporting. Here is the full playbook.
AI and SaaS companies have one thing in common: the buyer will not install, integrate, or hand over data until they trust the product. A 5-minute walkthrough from a creator the buyer already trusts collapses the trust step in a way a static ad cannot. Here is how to actually run those campaigns.