Influencer Marketing Plan

1. Campaign goal

• Business objective: [Awareness / leads / sales / retention / launch]
• Primary KPI: [Reach, clicks, signups, CAC, revenue, qualified demos]
• Secondary KPIs: [Engagement, comments, saves, brand search lift]
• Time period: [Campaign dates]

2. Audience

• Target buyer or user: [ICP]
• Audience problem: [Problem the campaign should speak to]
• Geography: [Markets]
• Platform priority: [YouTube / Instagram / TikTok / Twitch / LinkedIn / X]

3. Creator criteria

• Required niche: [Niche]
• Audience size range: [Range]
• Average views or engagement: [Minimum]
• Content style: [Reviews, tutorials, commentary, livestreams]
• Sponsor history: [Relevant sponsor categories]
• Exclusions: [Competitors, risky categories, content types]

4. Offer and message

• Product or offer: [Offer]
• Main message: [One sentence]
• Proof points: [Data, customer story, demo, feature]
• CTA: [Action]
• Landing page: [URL]

5. Budget

• Total campaign budget: [Amount]
• Creator fees: [Amount]
• Product samples or access: [Amount]
• Agency or management costs: [Amount]
• Paid amplification: [Amount]
• Contingency: [Amount]

6. Outreach process

• Shortlist owner: [Name]
• Outreach owner: [Name]
• Outreach template: [Link]
• Follow-up cadence: [Dates]
• Qualification questions: [Rate, audience, availability, fit]

7. Deliverables

• Standard package: [Deliverables]
• Optional add-ons: [Usage rights, whitelisting, extra clips]
• Brief requirements: [What each creator receives]
• Contract requirements: [Terms that must be included]

8. Timeline and approvals

• Creator shortlist due: [Date]
• Outreach starts: [Date]
• Contracts complete: [Date]
• Draft review: [Date]
• Publish window: [Date]
• Reporting review: [Date]

9. Tracking and reporting

• UTM structure: [Format]
• Discount codes: [Format]
• Reporting dashboard: [Link]
• Required creator metrics: [Metrics]
• Final recap owner: [Name]

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