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How to build an influencer program

Start with a clear goal: brand awareness, leads, or sales — and set a measurable KPI (engagement rate,website conversions, CAC). Define target audience and the types of creators they follow.

Step-by-step:

  • Map platforms where your audience lives (Instagram, TikTok, YouTube) and set a budget range (monthly and per-creator).
  • Find creators: use tools (Heepsy, Upfluence, TikTok/Instagram search) and manual checks (hashtags, niche communities). Prioritize engagement and audience fit over follower count.
  • Create a standard outreach template: value proposition, campaign brief, deliverables, deadlines, and compensation options (product, flat fee, affiliate/revenue share).
  • Use written agreements covering deliverables, posting windows, usage rights, and FTC disclosure.
  • Track performance: UTM parameters, unique promo codes, affiliate links; monitor CTR, conversion rate, and CPA.
  • Optimize: A/B test creatives, reallocate budget to top performers, repurpose creator content for ads, and build a roster for long-term partnerships.

Do you have a target platform and a rough monthly budget?

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