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

Creative Brief 101 by Mike Newton

Content Approval Do's and Don'ts by Amber Kai

CPA, CPM, ROAS - What Metrics Should Your Program Track? by Molly Cole

What to Book on YouTube by Kendall Dickieson

Creative Brief 101 by Molly Savage

TikTok - Vetting by Korina Sanchez

Instagram - Sourcing by Milan Freeman

Growing your influencer marketing team by Kristen Althoff

Scaling Success by Lydia Lee

Meet Your Influencer Marketing Mentors

Ali Appelbaum

Influencer Marketing Leader

formerly Tonal

Amanda Young

Senior TikTok Shop Strategist

Digital Marketing Academy

Senior Marketing Manager

Clearstem

Catalina Leyva

Director of Retention and Social Commerce

MaryRuth's

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

Sourcing and Vetting: Finding Influencer Marketing Creators

What to Book and How to Negotiate Influencer Deals

Paid Social: Influencer Marketing for Performance

Contracting and Creator Support in Influencer Marketing

Measuring and Scaling Influencer Marketing Success

TikTok Shop: Influencer Marketing Strategy

“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

”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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