# Influencer Marketing > Influencer/creator marketing playbook: tier strategy, a 2026 budgeting model, vetting scorecard, outreach, contracts, FTC/ASA/EU compliance, and ROI/incrementality measurement. Use when planning, pricing, vetting, contracting, briefing, or measuring creator campaigns across Instagram, TikTok, YouTube, or LinkedIn. - **Type:** Skill - **Install:** `agentstack add skill-san-npm-skills-ws-influencer-marketing` - **Verified:** Yes — security-reviewed for prompt injection and unsafe behavior - **Seller:** [san-npm](https://agentstack.voostack.com/s/san-npm) - **Installs:** 0 - **Category:** [Content & Media](https://agentstack.voostack.com/c/content-and-media) - **Latest version:** 0.1.0 - **License:** MIT - **Upstream author:** [san-npm](https://github.com/san-npm) - **Source:** https://github.com/san-npm/skills-ws/tree/main/skills/influencer-marketing - **Website:** https://skills-ws.vercel.app ## Install ```sh agentstack add skill-san-npm-skills-ws-influencer-marketing ``` Requires the [AgentStack CLI](https://agentstack.voostack.com/docs/cli). Works with Claude Code, Cursor, and any MCP-compatible agent. ## About # Influencer Marketing ## Influencer Tiers Engagement bands below are typical ranges, not guarantees — they vary by platform, niche, and post format (Reels/Shorts usually out-engage static posts). **Do not treat these as cost data**; price with the budgeting model in the next section, not a flat per-tier rate. | Tier | Followers | Typical ER (IG/TikTok) | Best For | |-------|-----------|------------------------|-------------------------------| | Nano | 1K-10K | 3-8% | Niche communities, authenticity, gifting/seeding | | Micro | 10K-100K | 1.5-5% | Targeted reach, high trust, volume programs | | Mid | 100K-500K | 1-3% | Scale + engagement balance | | Macro | 500K-1M | 0.8-2% | Brand awareness campaigns | | Mega/Celebrity | 1M+ | 0.5-1.5% | Mass reach, cultural moments | **Why smaller tiers often win on efficiency:** engagement rate tends to decline as follower count rises (audience-fatigue + broader, less-aligned audiences), so micro/nano creators frequently produce a lower cost-per-engagement and more relatable content. Treat this as a hypothesis to validate per campaign, *not* a fixed benchmark — compute actual CPE/CPV per creator (formulas below) and let your own data decide the mix. Avoid quoting a universal "X% better" figure to stakeholders; it rarely survives contact with real category/geo data. ## 2026 Budgeting Model (build the rate, don't look it up) Flat per-tier rate cards are stale on arrival and ignore the variables that actually drive cost. Build each quote from a base fee plus multipliers: ``` Quote = BaseFee(format, platform, tier) × UsageRightsMultiplier × ExclusivityMultiplier × WhitelistingMultiplier × ProductionMultiplier + PerformanceBonus(optional, paid on verified KPI) ``` | Lever | Direction & rough effect | Notes | |-------|--------------------------|-------| | **Base fee** | Set by deliverable, platform, tier | Anchor to the creator's own quote + comparable creators; longer-form (YT integration) costs more than a Story frame | | **Usage / paid media rights** | +20-100%+ over organic-only | Biggest hidden cost. Price by *where* (organic repost vs. paid ads vs. OOH/CTV), *channels*, and *duration*. "Perpetual / all media" can multiply the base several times — buy only the term you need (e.g., 3-6 months) | | **Whitelisting / partnership ads** (Meta Partnership Ads, TikTok Spark Ads) | +25-50% on top of usage | You run ads *from the creator's handle*; add ad spend separately (this is media budget, not talent fee) | | **Exclusivity** | +10-50% per category, scaled by length | A 6-month category lockout costs far more than 30 days; never ask for exclusivity you won't use | | **Production complexity** | +0-100%+ | Studio shoots, multi-location, talent/props, scripted edits, raw-file delivery, agency/manager fees | | **Category / geography** | Varies widely | Finance, beauty, B2B/dev, and large-market creators (US/UK/DACH) command premiums; emerging markets lower | | **Performance bonus** | Add-on, paid on verified results | Tie to *attributable* outcomes (code redemptions, qualified leads), not vanity reach | **Sanity-check, don't anchor, on benchmarks.** If you want a reference number, pull a current rate-card study (e.g., influencer-platform annual reports) rather than memorizing one — figures move yearly. As of Jun 2026, sanity-check live ranges against published benchmarks such as Influencer Marketing Hub's rate report (influencermarketinghub.com) and your platform's marketplace, then negotiate from the creator's own quote. ## Identification & Vetting **Discovery sources:** - Platform native search (hashtags, explore, creator marketplaces) - Tools: CreatorIQ, Grin, Upfluence, Modash, HypeAuditor - Your own followers and customers (best ambassadors) - Competitor mentions and tags ### Vetting Scorecard (weighted, 0-5 each) Score every shortlisted creator on these dimensions, multiply by weight, sum to /100. This replaces gut-feel; calibrate thresholds to your risk tolerance. | Dimension | Weight | What 5/5 looks like | What 1/5 looks like | |-----------|:------:|---------------------|---------------------| | Audience fit | 25% | Top audience geo/age/gender/language match your ICP; interests overlap | Audience off-geo or wrong demo | | Authenticity / fake-follower risk | 20% | Organic follower growth, comment-to-like ratio sane, low suspicious-account % | Spiky follower jumps, generic/emoji-only comments, pods | | Engagement quality | 15% | Real ER for tier *and* substantive comments/saves/shares | High likes, zero conversation | | Content & brand alignment | 15% | Tone, values, aesthetic, and prior brands fit yours | Off-brand, conflicting values | | Brand safety (see below) | 15% | Clean diligence across all checks | Any unresolved red flag | | Disclosure track record | 5% | Consistently labels paid content correctly | History of hidden ads / FTC-style violations | | Reliability / professionalism | 5% | Responsive, hits deadlines, references check out | Ghosting, missed posts, manager friction | **Decision thresholds (tune to your program):** ≥80 = greenlight; 60-79 = conditional (negotiate, smaller test, or fix specific gaps); Not legal advice. Use this as a clause checklist and starting draft, then have counsel adapt it to your jurisdiction (US/EU/UK differ on consumer-protection, tax, and IP defaults). For paid talent, confirm worker-classification and withholding rules locally. Every influencer agreement should address the clauses below. The right-hand column is drafting guidance / negotiation notes. | Clause | What to specify (drafting notes) | |--------|----------------------------------| | **Parties & deliverables** | Exact formats, quantities, platforms, lengths, posting dates/window, and acceptance criteria. Vague deliverables cause disputes. | | **Timeline & approvals** | Draft due date, brand review SLA (e.g., 48h), number of revision rounds (cap at 1-2), final approval, and live date. Silence = deemed approved after N business days to avoid stalls. | | **Content ownership & license** | Default: creator owns the content; brand gets a **license**. State scope precisely: which assets, which channels (creator's organic / brand organic / **paid ads** / email / web / OOH/retail), territory, and **term** (e.g., 6 months). Buy only what you'll use — "perpetual, all media, worldwide" is the priciest grant. | | **Paid usage / amplification** | Separate, explicit right to run the content as paid ads, with term and platforms. If omitted, you generally **cannot** boost it. | | **Whitelisting / partnership ads** | Right to run ads *from the creator's handle* (Meta Partnership Ads / TikTok Spark Ads), the access mechanism (partnership code / ad-account permission), spend caps, and an end date for the granted access. | | **Exclusivity** | Category, named competitors, channels, and **duration**; narrower = cheaper. Define when the lockout starts/ends. | | **Content approval rights** | What the brand may request changes to (factual accuracy, disclosure, brand-safety) vs. what stays in the creator's voice. Don't claim line-edit control over their style. | | **Disclosure & compliance warranty** | Creator must disclose per FTC/ASA/local law and platform tools (clause below), follow the brief's required/prohibited claims, and **not** make unsubstantiated or off-label claims. | | **Substantiation** | Creator may only state claims the brand has provided support for; brand indemnifies for brand-supplied claims, creator for their own added claims. | | **Takedown / edit / correction** | Brand may require edit or removal of non-compliant or inaccurate content within X hours; defines who bears cost. | | **FTC/ASA hold-back** | Right to withhold or claw back payment if the creator fails to disclose or publishes non-compliant content. | | **Morality / reputation clause** | Brand may terminate and withhold/recover fees if the creator engages in conduct that brings the brand into disrepute; mirror a narrower brand-conduct clause so it's mutual. | | **Indemnification** | Mutual indemnities (IP infringement, third-party content/music rights, claims arising from each party's contributions). | | **Music & third-party rights** | Creator warrants rights to any music, footage, or talent used; commercial use often needs licensed/royalty-free audio — platform "trending audio" usually is **not** cleared for ads. | | **Confidentiality & non-disparagement** | Pre-launch embargo on the campaign; mutual non-disparagement; carve-outs for honest disclosure obligations. | | **Payment terms & timing** | Amount, currency, schedule (e.g., 50% on signature / 50% on live, or net-30 from invoice), invoicing process, late-payment terms. | | **Taxes & classification** | Creator is an independent contractor responsible for own taxes; collect W-9/W-8BEN (US) or local equivalent; note VAT/withholding where applicable. | | **Cancellation / kill fee** | Fee owed if brand cancels after signature at defined stages (e.g., 25% pre-production, 50% post-draft, 100% if content delivered); creator's remedies if brand fails to approve in time. | | **Performance bonus (optional)** | Bonus tied to **verified, attributable** KPIs (code redemptions, qualified leads), with the measurement source named. | | **Termination & survival** | Exit conditions for both sides; which clauses survive (license already-running ads, confidentiality, indemnity). | | **Governing law & disputes** | Jurisdiction, venue, and dispute mechanism. | ## Content Approval Workflow ``` Brief sent → Creator drafts (5-7 days) → Brand reviews (48h) → Revisions if needed (1-2 rounds max) → Final approval → Publish on agreed date ``` **Approval guidelines:** - Provide clear brief upfront, not vague direction - Max 2 revision rounds (more kills authenticity) - Review for: disclosure compliance, factual accuracy, brand safety - Do NOT rewrite their voice — trust the creator's style ## Influencer Brief Template (copy/paste and fill in) A good brief gives *guardrails and intent*, not a script. Aim for one page. ``` CAMPAIGN BRIEF — [Brand] × [Creator] 1. OVERVIEW - Objective: [awareness / consideration / conversion] (pick ONE primary) - Primary KPI: [e.g., code redemptions, link clicks, qualified reach] - Key message (one sentence): [...] - Target audience: [who we're trying to reach via you] 2. DELIVERABLES - [e.g., 1× IG Reel (30-60s) + 2× Story frames; live by ] - Usage: brand may [repost organically / run as paid ads] for [term] - Whitelisting: [yes/no] via [Partnership Ads / Spark Ads] 3. KEY TALKING POINTS (3-4 max — NOT a script) - [point] - [point] - [point] 4. MUST-INCLUDE - Product/brand name spoken or on-screen: [how] - CTA: [action] | Link: [trackable URL] | Code: [non-obvious unique code] - Disclosure: clear, conspicuous, per law + platform tool (see Compliance) 5. MUST-AVOID - No competitor mentions: [list] - No claims we can't substantiate: [list of off-limits claims] - No uncleared/"trending" audio for paid usage - Brand-unsafe contexts: [list] 6. CREATIVE LATITUDE - Your voice/style leads. References we like (from YOUR feed): [links] - Tone: [3 adjectives]. Things to keep: [what makes your content work] 7. TIMELINE - Brief call: [date] | Draft due: [date] | Brand review: [48h] - Revisions: [1-2 rounds] | Final approval: [date] | Live: [date/window] - Reporting: creator sends insights screenshots [7 + 28 days post-live] 8. LOGISTICS - Compensation: [amount / schedule] | Invoice to: [...] - Product/shipping: [...] | Point of contact: [name, channel] ``` ## Compliance & Disclosure > Not legal advice. Disclosure obligations are advertising/consumer-protection law (plus platform rules) — **distinct from data-privacy law (GDPR)**, which only applies to how you process personal data (lists, pixels, contact info). Confirm current rules with counsel; the items below reflect the position as of Jun 2026. **Who is liable:** Advertisers/brands are responsible for their influencer programs — under the FTC's **2023 update to the Endorsement Guides (16 CFR Part 255)**, brands, ad agencies, and **intermediaries (talent managers, influencer platforms)** can all face liability for deceptive or undisclosed endorsements, not just the creator. Build disclosure into the contract (warranty + hold-back) and *monitor* posts; don't rely on a single brief. **Core principle (FTC, US):** disclosures must be **clear and conspicuous — "unavoidable," hard to miss, in the same means (audio/visual) as the claim.** Specifics: - Put the disclosure **up front and in the post itself** — e.g., "#ad"/"#sponsored" at the **start** of the caption, above the "more" fold, not buried in a hashtag wall. - A platform's built-in "Paid Partnership" / "includes paid promotion" tag is **helpful but not sufficient on its own** — pair it with your own clear disclosure. - "Thanks to [Brand]" / "collab" / "sp" / "ambassador" alone is **not** adequate. - **Video:** disclosure should be both **on-screen (superimposed text) and spoken**, long enough to read/hear, and placed so a viewer can't miss it (don't rely on "within the first 30 seconds" — for short clips and skim viewing it must be **on-screen during the relevant content**, repeated for longer integrations). - **Stories/Reels/short video:** put a disclosure on **every** frame that contains the endorsement, legible against the background. - **Livestreams:** disclose periodically throughout, since viewers join mid-stream. - The creator must reflect **honest experience** and avoid claims the brand hasn't substantiated. **UK (separate from the EU):** the **CAP Code, enforced by the ASA**, plus **CMA/DMCC consumer-protection law**. Ads must be **obviously identifiable** — `#ad` is the safest label, and it must be prominent (CAP/ASA have ruled that `#sp`, `#spon`, "affiliate", or tags hidden among other hashtags can be **insufficient**). Affiliate links and gifted-with-conditions content also require labeling. **EU (advertising / unfair-commercial-practices law, per member state):** the Unfair Commercial Practices Directive plus national advertising codes require commercial intent to be disclosed; specifics vary by country. - **Germany:** label clearly as **"Werbung"** or **"Anzeige"** (German courts have generally rejected English-only "#ad" for German audiences). - **France (ARPP / 2023 influencer law):** mandatory, conspicuous labeling such as **"Publicité"** or **"Collaboration commerciale"**, with extra rules for regulated categories. - Others differ — verify the label and placement for each target market. **Platform tools (use IN ADDITION to your disclosure, not instead):** - **Instagram / TikTok:** enable the built-in **"Paid Partnership"/branded-content** label *and* include a clear text disclosure. - **YouTube:** tick **"contains paid promotion"** *and* include a spoken + on-screen disclosure. - Follow each platform's **branded-content policy** (e.g., restrictions on promoting regulated goods, and requirements for the paid-partnership tag before whitelisting/boosting). **Regulated categories need extra care:** alcohol, gambling, financial products/crypto, health/supplements, and content directed at minors carry additional rules (and platform restrictions) in most jurisdictions — route these through counsel. ## ROI Tracking Setup **For every campaign, set up:** ``` UTM link: ?utm_source=influencer&utm_medium=[platform]&utm_campaign=[creator-name] Promo code: unique per influencer, non-obvious (see leakage checks below) Affiliate: Platform-specific tracking link (Impact, PartnerStack, etc.) ``` **Attribution tracking:** - Direct: UTM clicks, promo code redemptions, affiliate conversions - Indirect: Brand search lift, social mentions, follower growth during campaign - Assisted: Multi-touch attribution if your stack supports it ### Core efficiency formulas | Metric | Formula | Use it for | |------ … ## Source & license This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code. - **Author:** [san-npm](https://github.com/san-npm) - **Source:** [san-npm/skills-ws](https://github.com/san-npm/skills-ws) - **License:** MIT - **Homepage:** https://skills-ws.vercel.app Install and usage instructions live in the source repository linked above. ## Pricing - **Free** — Free ## Security capabilities Automated source analysis of v0.1.0 — what this tool can access: - **Network access:** no - **Filesystem access:** no - **Shell / process execution:** no - **Environment & secrets:** no - **Dynamic code execution:** no *"Yes" means the capability is present in the source — more access means more to trust, not that it is unsafe.* ## Versions - **0.1.0** — security scan: passed — Imported from the upstream source. ## Links - Listing page: https://agentstack.voostack.com/l/skill-san-npm-skills-ws-influencer-marketing - Seller: https://agentstack.voostack.com/s/san-npm - Browse the marketplace: https://agentstack.voostack.com/browse --- Listed on AgentStack — the marketplace for AI agent skills and MCP servers. Every listing is security-reviewed. Creators keep 70%.