Influencer marketing, explained
Six explainers covering the decisions a brand makes before it signs anything — written for someone who has never bought a campaign, not for someone who already sells them.
The six explainers
Creator tiers and what a micro-influencer actually is
Nano to mega, what each tier costs, and why engagement falls as audience grows.
The six ways brands work with creators
Gifting, paid posts, affiliate, whitelisting, ambassadors and takeovers — and when each one fits.
What influencer marketing costs
Creator rates by tier, how agencies charge on top, and where budgets actually go.
Measuring an influencer campaign
Reach, engagement, EMV and conversions — which numbers mean something and which flatter.
Disclosure rules for brands and creators
What the FTC requires, what each platform requires, and who is liable when it goes wrong.
How to choose an influencer marketing agency
What to ask, what the answers should sound like, and the terms that matter in the contract.
Start with the tiers
If you read one of these, read the one on creator tiers. Almost every other decision — budget, format, which agency — follows from understanding that reach and engagement move in opposite directions.