# 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](https://www.youtube.com/watch?v=xhg6tDBMSOQ)  
[Field Guide | Paid Media Best Practices by Cristina Vintimilla](https://www.youtube.com/watch?v=HJAy78dJXiE)

[Field Guide | Scaling Success by Lissa Regets](https://www.youtube.com/watch?v=99udcWTw0QQ)  
[Field Guide | Negotiation Levers by Mike Newton](https://www.youtube.com/watch?v=LU07DAhaAW0)  
[Field Guide | YouTube Vetting by Kendall Dickeson](https://www.youtube.com/watch?v=HwAa1BmsplI)

[Field Guide | Reporting & Analysis Best Practices by Kristen Althoff](https://www.youtube.com/watch?v=sCLfi1M7G90)  
[Field Guide | TikTok Vetting by Cristina Vintimilla](https://www.youtube.com/watch?v=p6PIlcQVyCw)

[Field Guide | Testing Culture by Micah Whitehead](https://www.youtube.com/watch?v=6YqtdsdmJJE)  
[Field Guide | Instagram Vetting by Bren Daniel](https://www.youtube.com/watch?v=mCx_52VSdcI)

## 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](/content/field-guide/chapter/influencer-marketing-d2c-brands-funnel-guide/index.html)

#### [Types of Creator Partnerships](/content/field-guide/chapter/creator-partnerships-influencer-marketing/index.html)

### Sourcing and Vetting: Finding Influencer Marketing Creators

[Field Guide | Sourcing & Vetting](https://www.youtube.com/watch?v=OhFJR6ISKNE)

#### [Sourcing Instagram Creators](/content/field-guide/chapter/instagram-creator-sourcing-guide/index.html)

#### [Vetting Instagram Creators](/content/field-guide/chapter/vet-instagram-creators-for-brand-partnerships/index.html)

#### [Sourcing YouTube Creators](/content/field-guide/chapter/sourcing-youtube-creators-influencer-marketing-guide/index.html)

#### [Vetting YouTube Creators](/content/field-guide/chapter/youtube-influencer-marketing-guide/index.html)

#### [Sourcing TikTok Creators](/content/field-guide/chapter/guide-to-sourcing-tiktok-creators/index.html)

#### [Vetting TikTok Creators](/content/field-guide/chapter/vetting-tiktok-creators-for-influencer-marketing/index.html)

### What to Book and How to Negotiate Influencer Deals

[Field Guide | What to Book + How to Negotiate the Best Deal](https://www.youtube.com/watch?v=Tv-PI-hV_z4)

#### [What to Book on Instagram](/content/field-guide/chapter/instagram-campaign-booking-guide/index.html)

#### [What to Book on YouTube](/content/field-guide/chapter/how-to-book-youtube-influencer-content/index.html)

#### [What to Book on TikTok](/content/field-guide/chapter/tiktok-immersive-influencer-marketing-strategies/index.html)

#### [How to Negotiate (Best Practices)](/content/field-guide/chapter/influencer-negotiation-best-practices/index.html)

### Paid Social: Influencer Marketing for Performance

[Field Guide | Paid social & performance marketing](https://www.youtube.com/watch?v=XRSMMLa3QPQ)

#### [Ad Creative Best Practices](/content/field-guide/chapter/influencer-ad-creative-best-practices/index.html)

### Contracting and Creator Support in Influencer Marketing

[Field Guide | Contracting + Creator Support](https://www.youtube.com/watch?v=KPKKR_bRENY)

#### [Navigating Influencer Contracts](/content/field-guide/chapter/guide-navigating-social-media-influencer-contracts/index.html)

#### [Writing Creative Briefs](/content/field-guide/chapter/guide-influencer-creative-briefs/index.html)

### Measuring and Scaling Influencer Marketing Success

[Field Guide | Measuring + Scaling Success](https://www.youtube.com/watch?v=uXkFDWsGkc8)

#### [Tracking Campaign Success](/content/field-guide/chapter/tracking-influencer-campaign-success/index.html)

## TikTok Shop: Influencer Marketing Strategy

#### [Sourcing TikTok Shop Creators](/content/field-guide/chapter/tiktok-shop-acquisition-channel-guide/index.html)

#### [TikTok Shop as an Acquisition Channel](/content/field-guide/chapter/tiktok-shop-creator-sourcing-guide/index.html)

“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