Resources / Influencer marketing
The steps of an influencer campaign, from brief to wrap-up
A campaign is more than finding profiles and waiting for posts.
1. Frame the goal and the scope
Choose one priority: awareness, understanding of an offer, qualified traffic, consideration or another measurable action. Describe the audience, the countries actually served, the language, the period and the budget. A campaign aimed at both the UK and the US, for example, must account for differences in availability, vocabulary and calendar. Don’t create two identical “local” campaigns by just changing the country name.
Also decide what the brand will provide: product, access, verified information, an approval contact and tracking links. This framing helps you choose the right creators and the right formats.
2. Select the profiles and the idea
Assess editorial fit and useful audience before follower count. Ask the creator for an angle: why would their community be interested in the product now? Our selection grid helps you compare profiles.
The brief sets out the goal, the exact messages and the constraints, but leaves room for the creator’s voice. A script that’s too rigid can make the collaboration less convincing. The number of profiles depends on the audiences and ideas to test, not on a universal quota.
3. Set the terms and produce
Before any production, agree on deliverables, dates, fees, approval process, ad disclosures, any exclusivity and reuse rights. If the brand wants to boost the post as an ad, this must be discussed explicitly. Platform rules and transparency obligations vary by market; check the ones that apply to the campaign.
Plan a review of sensitive facts and brand elements. Still, leave the creator in control of their personal expression within the agreed scope.
4. Track distribution without losing context
Check links, codes and landing pages before going live. During the campaign, monitor content availability, questions from the community and the answers the brand needs to give. Keep authorised screenshots or exports of performance, with their dates and context.
After distribution, compare the results with the initial goal. An awareness campaign isn’t judged only on immediate sales; an acquisition campaign isn’t just about views. Our guide on measurement offers a reading by goal.
5. Draw a usable lesson
The wrap-up states what was published, what was observed, what remains uncertain and what you’ll change in the next cycle. For example, a long demonstration can spark useful questions even with fewer views than a short format. That alone doesn’t prove profitability, but it can guide the next brief.
Document the angles, formats and audiences that gave the most relevant signals. A campaign becomes more useful when it feeds the next one.