The Field Guide
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
What to Book on YouTube by Sarah Crow
Content Approval Do's and Don'ts by Liv Soibelman
Sourcing creators on TikTok Shop by Korina Sanchez
TikTok - Vetting by Molly Cole
How to and How Not to Negotiate by Mike Newton
Types of Creator Partnerships by Sarah Crow
What to Book on TikTok by Cristina Vintimilla
YouTube - Sourcing by Amber Kai
YouTube - Sourcing by Lindsey Gamble
Build Your Influencer Marketing Strategy by Topic
Seven themes, thirty-two chapters. Expand any chapter to see its full lesson set.
Sourcing Instagram Creators
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Vetting Instagram Creators
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Sourcing YouTube Creators
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Vetting YouTube Creators
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Sourcing TikTok Creators
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Vetting TikTok Creators
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What to Book on Instagram
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What to Book on YouTube
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What to Book on TikTok
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How to Negotiate (Best Practices)
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Negotiation Levers for the Best Deal
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Ad Creative Best Practices
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Scaling Success With Paid Media
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Navigating Influencer Contracts
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Writing Creative Briefs
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Building Strong Creator Relationships
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Content Approval Best Practices
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Links, Codes, and Superfiliate
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Tracking Campaign Success
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Reporting Best Practices
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Testing and Optimizing Programs
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Building a Foundation to Scale
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Sourcing TikTok Shop Creators
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TikTok Shop as an Acquisition Channel
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TikTok LIVE Strategy
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TikTok Shop Collaboration Strategies
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TikTok Shop Creator Relationships
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Measuring TikTok Shop Performance
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Scaling TikTok Shop
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The Future of TikTok Shop
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“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
“While influencer marketer campaigns can be a one-off, you really want to build those relationships to a point where creators are essentially extension of your brand.”
Lindsey Gamble
Influencer Marketing and Creator
Economy Consultant & Advisor
Economy Consultant & Advisor
”You want to do what's working, tried and true, but at the same time, always keep testing.”
Ryan Waranauskas
Founder of Volt Agency
“When you're trying to report the success of the entire program to C-level execs, the board, or investors, what does that look like?”
Korina Sanchez
Performance Marketing at Chomps
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