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

Building strong creator relationships by Molly Savage

The future of TikTok Shop by Dan Albert

How to and How Not to Negotiate by Josh Butowsky

The Role of Creator Programs in Your Marketing Strategy by Molly Savage

Content Approval Do's and Don'ts by Liv Soibelman

Negotiation Levers by Lydia Lee

TikTok - Vetting by Cristina Vintimilla

Contract 101 by Ali Appelbaum

The Role of Creator Programs in Your Marketing Strategy by Maurice Rahmey

Meet Your Influencer Marketing Mentors

Colleen Pereos

Director of Influencer Marketing and Brand Partnerships

CLEARSTEM Skincare

Cristina Vintimilla

Sr. Influencer Marketing Manager

Influencer and Partnerships Manager

MUD\WTR

Delaney Henson

Head of Social & Influencer Marketing

Oura

Jonathan Claydon

Chief Development Officer

Acceleration Partners

Head of Creator Partnerships

Graza

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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