Course Curriculum

Influencer Marketing: Source, Vet & Secure Brand Deals

4sections
13lectures
1h 31mtotal

What you’ll learn

  • Identify influencer tiers and match creators to goals, budget, and platform strategy.

  • Source influencers using manual search, tools, and repeatable shortlist workflows.

  • Vet creators for real engagement, audience fit, authenticity, and brand safety risks.

  • Evaluate media kits with a scorecard and forecast CPM/CPE/CPA before signing.

  • Pitch and follow up professionally to start conversations and secure replies.

  • Negotiate deal structures, rates, and usage rights with clear, fair terms.

  • Draft and review contracts covering scope, timelines, exclusivity, and disclosures.

  • Run campaigns end-to-end: briefs, timelines, approvals, and content management.

  • Track performance with UTMs/codes and report ROI with actionable insights.

01

Foundations of Influencer Brand Deals

4 lectures • 24min

  • Introduction

    6:15

  • A quick note from me before we start

    0:59

  • Influencer Ecosystem and Types

    Not all influencers are created equal—and picking the wrong one can cost you. This lecture helps you decode the influencer landscape so you can make smarter, more strategic partnership decisions. We’ll break down how influencer tiers impact pricing and engagement, which platforms are best for your goals, and why niche authority might matter more than reach. Understand the difference between nano, micro, macro, and mega influencers Compare platform dynamics across Instagram, TikTok, YouTube, and more Learn how to match influencer type to campaign goals and budget Explore niche authority—and why smaller creators often drive outsized results Discover the hidden costs and advantages of working across influencer tiers

    8:16

  • Partnership Models and Legal Basics

    Not all influencer deals are created equal—and not all of them are legal if you skip the fine print. In this lecture, we’ll demystify how influencer partnerships are structured and show you how to protect your brand with clear contracts, ethical practices, and smart deal-making. Learn the five most common influencer deal structures (flat fee, affiliate, gifting, ambassadorships, and hybrids) Understand when and why to use each model based on your goals and budget Explore the legal and ethical requirements for disclosure (#ad, #sponsored, etc.) Discover the must-have terms for every influencer contract See how compliance builds trust, avoids penalties, and strengthens long-term partnerships

    8:22

  • Section 1 Knowledge Check

    Activity
02

Strategy and Sourcing

4 lectures • 22min

  • Finding and Vetting Influencers

    A great influencer campaign starts with one critical choice: picking the right partner. This lecture walks you through how to find creators who not only have reach—but who actually reach the right audience for your brand. Use hashtags, keywords, and search tools to discover niche-aligned influencers Spot real engagement vs. vanity metrics or fake followers Evaluate audience demographics, content quality, and brand fit Avoid red flags and reputation risks with smart vetting tactics Build a shortlist of credible, relevant, and ready-to-pitch creators

    7:32

  • Evaluating Creators & Media Kits

    Looks can be deceiving—and nowhere is that truer than in an influencer’s media kit. This lecture helps marketers cut through the noise and evaluate creators using data, not guesswork, so they can make smarter, performance-driven decisions. Verify audience quality, engagement rates, and real platform reach Apply a 4R scorecard: Relevance, Resonance, Reliability, and Risk Forecast CPM, CPE, and CPA using creator data and campaign benchmarks Build a one-page mini-brief and data request to streamline first contact Create a well-balanced influencer roster across niches and tiers

    7:20

  • Pitching and Outreach Strategies

    Even the perfect campaign plan can fall flat if the outreach is weak. Whether you’re pitching an influencer or reaching out to a brand, your first message sets the tone—and determines if the conversation ever gets off the ground. Learn how to identify the right contact and personalize your outreach Structure pitch emails that grab attention and build credibility Craft media kits or campaign one-pagers that communicate value fast Offer creative ideas that stand out—without overwhelming your prospect Follow up with professionalism (without being annoying) to increase your response rate

    7:08

  • 10-Min Brand Outreach Call After Your Email

    Activity

  • Section 2 Knowledge Check

    Activity
03

Negotiation and Campaign Execution

4 lectures • 23min

  • Negotiating Deals and Contracts

    Excited about a potential influencer partnership? Now comes the tricky part—negotiating the terms and sealing the deal. A strong agreement can protect your campaign, your budget, and your brand… but a vague one can lead to missed expectations and legal headaches. Compare and choose between flat fees, commissions, gifting, and hybrid deal structures Use CPM, ROI, and other benchmarks to set fair and data-driven rates Learn the six key elements that should always appear in an influencer contract Define usage rights, exclusivity, payment timelines, and cancellation terms Ensure disclosure compliance across global markets to avoid legal risks and protect trust

    8:09

  • Negotiate Fee, Usage Rights, and Exclusivity Terms

    Activity

  • Campaign Management and Content Creation

    The contract’s signed—but now the real work begins. Great influencer campaigns aren’t just about creative ideas or flashy content. They succeed or fail based on preparation, communication, and follow-through. Write a clear, brand-aligned influencer brief that sets the tone and expectations Build a realistic timeline with defined feedback loops and draft deadlines Set up usage rights to repurpose influencer content without overstepping Use simple tools and trackers to stay organized across multiple creators Handle common execution challenges like late posts, off-brand content, and brand safety risks

    7:44

  • Measuring Success and Optimizing

    How do you know if your influencer campaign actually worked? Measuring performance isn’t just about tracking likes or views—it’s about connecting the dots between effort and impact. Learn how to define success across awareness, engagement, and conversion goals Use UTM parameters, promo codes, and affiliate platforms to properly attribute results Calculate cost per acquisition (CPA), cost per engagement (CPE), and ROI with confidence Interpret qualitative signals like audience sentiment and comment quality Identify ways to optimize future campaigns by analyzing what worked—and what didn’t

    7:29

  • Section 3 Knowledge Check

    Activity
04

Trends and Wrap-up

3 lectures • 22min

  • Current Trends and Future Directions

    Influencer marketing moves fast—and today’s trends can be tomorrow’s missed opportunities. This lecture helps you stay one step ahead by unpacking what’s evolving across platforms, formats, and strategy. Explore why brands are shifting toward micro- and nano-influencers for higher engagement at lower cost Learn how AI is streamlining influencer discovery, content planning, and fraud detection Understand why short-form, authentic video continues to dominate in reach and performance See how multi-platform strategies and long-term creator relationships are reshaping the industry Discover how adaptable marketing teams are embracing experimentation and ethical transparency

    7:56

  • Case Study: Gymshark – Building a Fitness Apparel Empire through Influencer Mark

    How do you build a billion-dollar brand without traditional advertising? In this case study, we explore how Gymshark used influencer marketing to grow from a garage startup into a global fitness phenomenon—fueled by authenticity, community, and creator partnerships. Learn how Gymshark’s early product seeding and creator collaborations built trust and momentum Explore the brand’s “Athlete” ambassador program and how it fueled long-term loyalty See how Gymshark turned influencer content into an ongoing marketing engine Discover the lessons they learned as they scaled from scrappy startup to global powerhouse Identify takeaways you can apply to your own influencer strategy—especially around authenticity, longevity, and creative repurposing

    7:09

  • Recap and Next Steps

    What makes an influencer campaign truly successful—and how do you repeat that success? In this final lecture, we zoom out and bring the entire course together, highlighting the most important lessons, mindset shifts, and next steps to help you turn theory into strategy. Recap key principles across sourcing, pitching, partnerships, and measurement Reinforce why relevance, clarity, and transparency drive long-term success Explore practical next steps like mock campaigns and pitch deck exercises Discover go-to industry resources for ongoing learning and campaign optimization Leave with a clear roadmap for running smarter, more strategic influencer programs

    6:38

  • Section 4 Knowledge Check

    Activity

  • Final Challenge

    Activity