Influencer Marketing Strategy Guide: A Field Guide from 30+ Industry Experts

A free, tactical playbook for building and scaling an influencer marketing program, taught by the operators who run them.

Your Guide to Creator-Led Growth

Our goal is to help make creator-led growth your competitive advantage. This guide breaks influencer marketing down into seven themes, from first principles through paid social and TikTok Shop, with every lesson taught by a working operator.

Influencer Marketers from:

Top Influencer Marketing Tips

Quick, practical wins from people who run influencer programs for a living.

250+ videos

Field Guide | Testing Culture by Molly Savage
Field Guide | Paid Media Best Practices by Cristina Vintimilla

Field Guide | Scaling Success by Lissa Regets
Field Guide | Negotiation Levers by Mike Newton
Field Guide | YouTube Vetting by Kendall Dickeson

Field Guide | Reporting & Analysis Best Practices by Kristen Althoff
Field Guide | TikTok Vetting by Cristina Vintimilla

Field Guide | Testing Culture by Micah Whitehead
Field Guide | Instagram Vetting by Bren Daniel

Meet Your Influencer Marketing Mentors

Ali Appelbaum - Influencer Marketing Leader (formerly Tonal)

Amanda Young - Senior TikTok Shop Strategist (ZeroTo1)

Amber Kai - CEO (Sequincial)

Anders Bill - Co-Founder (Superfiliate)

Ashley Brock - Founder (Digital Marketing Academy)

Build Your Influencer Marketing Strategy by Topic

Seven themes, thirty-two chapters. Expand any chapter to see its full lesson set.

Foundations: Influencer Marketing Program Fundamentals

The Role of Creator Programs in Your Marketing Strategy

Types of Creator Partnerships

Sourcing and Vetting: Finding Influencer Marketing Creators

Field Guide | Sourcing & Vetting

Sourcing Instagram Creators

Vetting Instagram Creators

Sourcing YouTube Creators

Vetting YouTube Creators

Sourcing TikTok Creators

Vetting TikTok Creators

What to Book and How to Negotiate Influencer Deals

Field Guide | What to Book + How to Negotiate the Best Deal

What to Book on Instagram

What to Book on YouTube

What to Book on TikTok

How to Negotiate (Best Practices)

Paid Social: Influencer Marketing for Performance

Field Guide | Paid social & performance marketing

Ad Creative Best Practices

Contracting and Creator Support in Influencer Marketing

Field Guide | Contracting + Creator Support

Navigating Influencer Contracts

Writing Creative Briefs

Measuring and Scaling Influencer Marketing Success

Field Guide | Measuring + Scaling Success

Tracking Campaign Success

TikTok Shop: Influencer Marketing Strategy

Sourcing TikTok Shop Creators

TikTok Shop as an Acquisition Channel

“I find that people get lost in the tactic, which is influencer marketing and social media marketing. That's not a goal. It's just a tactic to achieve a larger goal.”

Lydia Lee - CEO at For the Clout
"I think brands are realizing is that creators can be a really valuable tool to meet those metrics, to hit those KPIs that you as a business really need to see meaningful growth.”

Molly Savage - Growth Marketing Leader at Bobabam