1 Learn the concept
Influencer marketing is when a brand works with people who have an engaged audience, called influencers, to promote products or ideas. It can be effective because people trust recommendations from individuals they follow. This lesson explains how an influencer campaign is structured and how it can help a brand reach new audiences.
2 See it in action
- Influencers range from small creators to large celebrities.
- Smaller creators often have closer relationships with their audiences.
- Campaigns can include posts, videos, stories, reviews and giveaways.
- Success depends on fit between brand, creator and audience.
Worked example
Choosing a tier for a local skincare shop
Goal: first 100 customers in the city.
Option A: one mega account, high cost and a mostly non-local audience.
Option B: five local micro accounts with a loyal audience.
Choose: B, because the audience is closer to the customer.
Check: ask each creator where their audience lives.
3 Study an example
Example scenario
A tea company partners with a small wellness creator who shares her morning routine using the product. Her followers, who trust her, are more receptive than they would be to a generic ad.
4 Apply it and download
- Describe a brand and its audience.
- List three types of influencers who could fit.
- Define one campaign goal.
Worksheet Influencer outreach and campaign brief templateOpen, print or save as PDF