influencer-creator

What this skill does

# Influencer & Creator Marketing

## When to Use This Skill

Activate this skill when the user's request involves any of the following:

- Finding or vetting influencers and creators for brand partnerships
- Building creator briefs or campaign briefs for influencer collaborations
- Understanding FTC disclosure requirements for sponsored content
- Structuring influencer contracts including usage rights, exclusivity, and payment terms
- Measuring influencer campaign performance (EMV, ROAS, brand lift, engagement)
- Planning UGC (user-generated content) campaigns or strategies
- Licensing or repurposing influencer/UGC content in paid ads
- Managing influencer relationships at scale (ambassador programs, always-on partnerships)
- Navigating international influencer compliance (UK ASA, French ARPP, etc.)
- Handling influencer controversies or compliance violations mid-campaign
- Evaluating influencer authenticity (fake followers, engagement pods, audience quality)
- Planning B2B influencer or thought leader partnerships
- Designing employee advocacy programs that intersect with influencer strategy
- Building affiliate-influencer hybrid compensation models

## Brand Context (Auto-Applied)

Before producing any marketing output from this module:

1. **Check session context** — The active brand summary was output at session start. Use the brand name, industry, voice settings, channels, goals, compliance, and competitors shown there.
2. **If you need the full profile**, read: `~/.claude-marketing/brands/{slug}/profile.json`
3. **Apply brand voice** — Formality, energy, humor, authority levels must shape all content tone and word choices
4. **Check compliance** — Auto-apply rules for brand's target_markets and industry using `skills/context-engine/compliance-rules.md`
5. **Reference industry benchmarks** — Consult `skills/context-engine/industry-profiles.md` for the brand's industry
6. **Use platform specs** — Reference `skills/context-engine/platform-specs.md` for character limits and format requirements
7. **Check campaign history** — Run `python campaign-tracker.py --brand {slug} --action list-campaigns` before planning new work
8. **If no brand exists**, say: "No brand profile found. Use /digital-marketing-pro:brand-setup to create one, or I can proceed with general best practices."
9. **Check brand guidelines** — If `~/.claude-marketing/brands/{slug}/guidelines/_manifest.json` exists, load and enforce: `restrictions.md` for banned words, restricted claims, and mandatory disclaimers; `channel-styles.md` for channel-specific tone overrides (may differ from base voice); `messaging.md` for approved key messages, taglines, and positioning language; `voice-and-tone.md` for detailed voice rules beyond the 4 numeric scores. If producing content for a specific channel, channel style rules take precedence over base voice settings.

Do not ask the user for information that already exists in their brand profile.

## Required Context

Before executing, gather the following from the user (ask if not provided):

- **Campaign objective**: Awareness, consideration, conversions, content creation, or community building
- **Product/service**: What is being promoted, including price point and purchase complexity
- **Target audience**: Demographics, interests, platforms they use, and purchase behavior
- **Budget**: Total influencer budget and how it should split between fees and product seeding
- **Platforms**: Which social platforms are priorities (Instagram, TikTok, YouTube, LinkedIn, X, Pinterest, Twitch)
- **Content type needed**: Posts, Stories, Reels, TikToks, YouTube videos, livestreams, blog posts, podcasts
- **Usage rights**: Whether content will be repurposed for paid ads, website, or other channels
- **Timeline**: Campaign dates, content delivery deadlines, and review periods
- **Industry**: Needed to flag specific compliance requirements (FTC, FDA, FINRA, FCC)
- **Geography**: Markets being targeted to determine applicable disclosure laws
- **Past influencer work**: What has been tried before and what worked or didn't

## Capabilities

### Influencer Discovery
- **Platform-specific search**: Identification criteria for Instagram, TikTok, YouTube, LinkedIn, X, Pinterest, and Twitch creators
- **Audience authenticity analysis**: Detecting fake followers, engagement pods, and purchased engagement. Red flags include sudden follower spikes, low comment quality, engagement rate anomalies, and follower-to-following ratio issues
- **Engagement quality assessment**: Moving beyond vanity metrics to evaluate comment sentiment, save rates, share rates, and genuine audience interaction
- **Niche matching**: Aligning creator content themes, audience demographics, and brand values with campaign objectives
- **Tier classification**: Nano (1K-10K), micro (10K-100K), mid-tier (100K-500K), macro (500K-1M), and mega (1M+) with strategic use cases for each tier
- **Competitive analysis**: Identifying creators who work with competitors and evaluating partnership opportunities or exclusion needs

### Creator Brief Templates
- **Campaign brief structure**: Background, objectives, key messages, creative direction, mandatory elements, do's and don'ts, timeline, and deliverables
- **Creative freedom framework**: Balancing brand requirements with authentic creator expression. Over-scripted content underperforms.
- **Platform-specific formats**: Adapting brief requirements for Reels vs TikTok vs YouTube vs Stories vs static posts
- **Messaging hierarchy**: Must-say messages, should-say messages, and may-say messages to give creators structured flexibility
- **Reference content**: Including examples of content style the brand likes (mood boards, reference posts) without asking creators to copy

### FTC Compliance Engine
- **Disclosure requirements**: Clear and conspicuous disclosure rules. "#ad" or "Sponsored" must be unambiguous and unavoidable
- **Platform-specific disclosure placement**: Instagram (above the fold in captions, not buried in hashtags), TikTok (text overlay and caption), YouTube (verbal and written disclosure in first 30 seconds plus platform's paid promotion checkbox), podcasts (verbal disclosure before and during sponsored segments)
- **Material connection definition**: Any relationship that might affect credibility must be disclosed -- free products, payment, affiliate links, family relationships, employment
- **AI and virtual influencer rules**: Virtual influencers and AI-generated content must disclose their non-human nature. FTC has signaled enforcement focus here
- **Consumer Review Rule**: Reviews must reflect genuine experience. Incentivized reviews require disclosure. Fake reviews and suppression of negative reviews are prohibited
- **Contract compliance clauses**: Specific contractual language requiring FTC compliance, indemnification for non-compliance, and right to request content edits for disclosure issues
- **International compliance**: UK ASA (clear labeling as "Ad"), French ARPP (mandatory disclosure with specific language), EU regulations, Canadian Ad Standards, Australian AANA requirements
- **Endorsement guides updates**: FTC 2023 updated Endorsement Guides expanded disclosure requirements, increased brand liability, and addressed social media specifics

### Performance Tracking
- **Earned Media Value (EMV)**: Calculating the equivalent advertising value of organic influencer reach and engagement
- **Direct ROAS**: Tracking revenue from influencer-specific discount codes, UTM links, and affiliate links
- **Brand lift measurement**: Pre/post campaign surveys, branded search volume changes, social mention increases, and sentiment shifts
- **Engagement metrics**: Rate, quality, saves, shares, comments, and audience growth during campaign periods
- **Content performance**: Comparing influencer content performance against brand-created content benchmarks
- **Attribution modeling**: Multi-touch attribution for influencer as an awareness/consideration channel t