Audience fit and creative freedom
Review examples of how a creator explains products to their audience. A useful brief establishes the offer, required facts and boundaries while leaving room for the creator’s own delivery.
Social Media Marketing
Influencer Marketing
Choose creators for the audience and work they can deliver. We help organise the brief, approvals, rights and reporting around a defined campaign.
Follower counts leave important questions unanswered. A campaign needs a relevant audience, a credible creative approach and clear terms for what the brand can reuse. We separate creator fees, production work and paid usage so the scope can be reviewed before anyone commits.
From creator fit to a usable asset
- 01
Fit
Review audience, topic and brand suitability.
- 02
Brief
Agree the message, format and deliverables.
- 03
Approval
Check claims, disclosures and usage rights.
- 04
Measurement
Review delivery and the agreed audience actions.
Agree the working terms before production
Rights, approval and disclosure
Document the content deliverables, revision process, disclosure expectations and where the material may be reused. Paid advertising use and an organic post should be discussed as distinct rights.
Coordinate the people and the deliverables
Define the campaign
Agree the audience, objective, budget and the content your team needs to receive.
Confirm the terms
Review deliverables, deadlines, approvals, disclosures and usage permissions before production starts.
Review the delivery
Check that agreed assets were delivered and record the campaign's audience actions and available sales signals.
Decisions to settle before a campaign
Creator selection
Build a shortlist using audience relevance, content quality and brand suitability. Review engagement in context instead of treating a headline follower count as evidence of fit.
Briefs and approvals
Give creators the product information, boundaries and required assets they need. Agree which factual claims need evidence and who can approve the final work.
Rights and distribution
Document the intended channels, usage period, editing permissions and any paid amplification. Creator production does not automatically settle every reuse question.
Disclosure and review
Include a disclosure check in the campaign workflow. For US-facing endorsements, the FTC provides guidance on making material relationships clear; other markets need their own review.
Questions about influencer marketing
Are creator fees included?
Creator fees, samples, travel and paid usage should be itemised separately from management work. The proposal should make those boundaries visible.
Can we run creator content as ads?
Only when the necessary permissions and platform arrangements are agreed. Include the usage period, channels and editing rights in the brief or contract.
Can you guarantee sales from a creator?
No. Audience fit, the offer, distribution and the buying process all affect outcomes. Reporting should distinguish content delivery from commercial results.
Further reading
Platform guidance relevant to this service.
FTC endorsement guidance
The FTC publishes guidance on endorsements, disclosures and reviews for US-facing campaigns.
ExplorePrepare a creator campaign brief
Bring the product, target audience, markets and the content usage you have in mind.