Influencer Marketing: How It Actually Works
What you’ll learn
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Build an influencer marketing strategy from goals and funnel to creator selection and content approach
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Find and qualify the right creators using audience data and engagement benchmarks - not just follower counts
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Write professional outreach messages that get responses, and follow up without burning bridges
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Create a creator brief that protects the brand while giving creators the creative freedom that gets better content
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Set and manage a campaign budget across gifting, fees, rights, and amplification - and negotiate confidently using CPM as your benchmark
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Run a campaign end to end - from internal alignment and creator onboarding to content review, publishing, and wrap-up
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Track and report campaign performance using the metrics that actually matter to a business, not vanity numbers
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Draft a collaboration contract covering deliverables, usage rights, disclosure, and payment terms
01
Introduction
Introduction
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3:00
Introduction
Meet your instructor and get a quick overview of what you'll learn - from how the industry works to the practical toolbox you'll walk away with.
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13:48
Module 1 - Introduction to Influencer Marketing
Understand why influencer marketing works, how the ecosystem fits together, and the role of an influencer marketing specialist — including platforms, influencer tiers, and the tools of the trade.
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14:11
Module 2 - Strategy & Creating Impact
Learn how to set the right goals, understand the influencer marketing funnel, and choose between volume and impact strategies to match your brand's needs.
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13:34
Module 3 - Data, Analytics & Reporting
Learn which metrics actually matter - and which don't - so you can measure impact across the full funnel and report results with confidence.
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13:58
Module 4 - Finding & Qualifying Influencers
Learn a data-first approach to finding the right creators for any brief, using audience match, engagement benchmarks, and predicted performance.
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22:02
Module 5 - Pricing, Budgets & Negotiation
Understand how to structure a campaign budget, choose the right compensation model, and negotiate using CPM as your benchmark.
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15:58
Module 6 - Influencer Outreach & Communication
Learn how to write outreach messages that get responses, follow up the right way, and build outreach into a repeatable, scalable system.
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7:59
Module 7 - Creating an Influencer Brief
Learn how to build a brief that protects your brand while still giving creators the creative freedom that leads to better content.
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6:19
Module 8 - Contracts & Collaboration Agreements
Understand why contracts matter, what to include, and how to protect both your brand and the creator throughout the collaboration.
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16:35
Module 9 - Running an Influencer Campaign
Learn how to manage a campaign from kickoff to wrap-up - including onboarding, tracking, content review, publishing, and post-campaign relationship building.