Identify, evaluate, and reach out to influencers for marketing partnerships. Use when building influencer campaigns or creator relationships.
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Use this skill when identifying influencers for a campaign, evaluating potential creator partnerships, writing outreach emails or DMs, negotiating influencer deals, building a long-term creator relationship program, planning an influencer marketing campaign, or when someone asks to "find influencers," "build a creator program," or "partner with content creators." Also activate when evaluating whether influencer marketing is the right channel for a given goal.
Before starting influencer outreach, clarify:
| Tier | Follower Range | Engagement Rate | Typical Cost Per Post | Best For |
|---|---|---|---|---|
| Nano | 1K-10K | 4-8% | $50-500 | Hyper-local, niche audiences, authenticity, UGC creation |
| Micro | 10K-100K | 2-5% | $500-5,000 | Targeted reach, strong engagement, cost-effective campaigns |
| Mid-Tier | 100K-500K | 1.5-3% | $5,000-25,000 | Balanced reach and engagement, established credibility |
| Macro | 500K-1M | 1-2% | $25,000-75,000 | Broad reach, brand awareness, major product launches |
| Mega / Celebrity | 1M+ | 0.5-1.5% | $75,000-500,000+ | Mass awareness, mainstream cultural moments |
| Metric | How to Evaluate | Red Flag Threshold |
|---|---|---|
| Engagement Rate | (Likes + Comments) / Followers x 100 | Below 1% on Instagram, below 3% on TikTok |
| Follower Growth | Steady organic growth over 6+ months | Sudden spikes (likely bought followers) |
| Audience Demographics | Use tools or ask creator for media kit with audience data | Audience doesn't match your target market |
| Content Frequency | How often they post | Inactive for 2+ weeks without explanation |
| Views vs. Followers | Video views should be 10-30% of follower count | Consistently below 5% (dead audience) |
| Factor | What to Look For | Red Flag |
|---|---|---|
| Content Quality | Production value, storytelling, originality | Exclusively reposts, low effort, or copied content |
| Brand Fit | Values, aesthetic, and tone align with your brand | Promotes contradictory products or lifestyles |
| Authenticity | Genuine voice, honest opinions, personal stories | Every post is sponsored, no organic content |
| Audience Quality | Real comments with substance, genuine interaction | Generic comments ("nice!", emoji-only), bot patterns |
| Past Partnerships | Professional execution, positive brand associations | Excessive brand partnerships (more than 30% of content) |
| Controversy Risk | Scan last 6-12 months of content for issues | Inflammatory statements, legal issues, brand safety concerns |
Signs of bought followers:
Signs of engagement pods:
Tools for detection: HypeAuditor, Social Blade (growth patterns), manual spot-checking of followers and commenters.
Subject: Love your [specific content reference] — gift from [Brand]?
Hi [Creator Name],
I'm [Your name] from [Brand]. I've been following your content on [platform] for a while — your [specific post/video] about [topic] really resonated with our team.
We make [product — one sentence description], and I think it'd be a great fit for your audience of [their audience description]. I'd love to send you [product] to try — no strings attached. If you love it and want to share it with your audience, amazing. If not, no pressure at all.
Would you be open to receiving [product]? Happy to share more details.
Best, [Your name] [Title, Brand]
Subject: Paid partnership opportunity — [Brand] x [Creator Name]
Hi [Creator Name],
I'm [Your name], [title] at [Brand]. We [one sentence about what you do and for whom].
I'm reaching out because your content on [platform] aligns perfectly with our audience — particularly your [specific content reference]. We'd love to explore a paid collaboration.
Here's what we're thinking:
- Content: [type of content — e.g., 1 dedicated Instagram Reel + 2 Story frames]
- Topic: [brief or theme — e.g., "Your honest experience using [product] for [use case]"]
- Timeline: [target publish window]
- Compensation: [budget range or "competitive rate based on your media kit"]
We're flexible on format and want to work with your creative style, not against it. If this sounds interesting, I'd love to hop on a quick call to discuss.
Could you share your media kit and rates?
Best, [Your name]
Subject: [Creator Name] — join the [Brand] Ambassador Program?
Hi [Creator Name],
I'm [Your name] from [Brand]. You've been on our radar for a while — your [specific observation about their content or community] is exactly the kind of authentic voice we want to partner with long-term.
We're building an ambassador program for creators who genuinely love [product/category] and want to grow alongside us. Here's what it looks like:
What you get:
- [Compensation — monthly retainer, commission, or per-post rate]
- Free access to [product/features/events]
- Early access to new launches and exclusive content
- Co-marketing opportunities (features on our channels, case studies, events)
- Direct line to our product team for feedback and feature requests
What we ask:
- [Content commitment — e.g., 2 posts per month minimum]
- Authentic, in-your-voice content (we don't do scripts)
- Feedback on our product and marketing (we actually listen)
This is a [3-month / 6-month / 12-month] commitment with renewal based on mutual fit. Interested in learning more?
Best, [Your name]
| Term | What It Covers | Standard Practice |
|---|---|---|
| Deliverables | Number and type of content pieces | Be specific: "1 Instagram Reel (60-90 sec) + 3 Instagram Stories" |
| Usage Rights | Can the brand reuse the content? | Limited usage (brand's social) is standard. Extended usage (ads, website) costs 30-100% more |
| Exclusivity | Can the creator work with competitors? | Category exclusivity for the campaign duration is common. Extended exclusivity costs more |
| Timeline | Content creation and publishing schedule | Allow 2-4 weeks from brief to publish. Rush timelines cost more |
| Revisions | How many rounds of feedback | 1-2 rounds is standard. More than that signals a script, not a collaboration |
| Payment Terms | When and how the creator gets paid | 50% upfront + 50% on publish is common. Net-30 for established relationships |
| FTC Compliance | Disclosure requirements | Creator must clearly disclose (#ad, #sponsored, "Paid partnership with"). Non-negotiable |
| Approval Process | Who reviews content before it goes live | Brand reviews for accuracy and compliance, not creative direction |
| Performance Bonuses | Extra pay for exceeding targets | Bonus for exceeding engagement or conversion targets incentivizes effort |
| Red Flag | What It Signals | Action |
|---|---|---|
| Won't share audience demographics | May have mismatched or fake audience | Pass |
| Demands full payment upfront with no track record | Risk of non-delivery | Propose milestone-based payment |
| Refuses any form of disclosure | FTC compliance risk | Hard pass — legal liability |
| Wants full creative control with no review | Risk of off-brand or inaccurate content | Establish a light review process |
| Promotes a competitor the same week | No regard for brand partnerships | Discuss exclusivity or pass |
| Response time is weeks | Unreliable communication | Consider carefully — may miss deadlines |
| Inflated metrics vs. third-party data | Dishonest about performance | Verify with tools, then pass if confirmed |
Track for each influencer:
Before launching influencer outreach: