Campaign management
Running influencer campaigns: briefs, gifting vs paid, vetting creators, FTC rules and seeding. Answers for brands from marketers and the KALO IQ team.
AI UGC vs real creators: which should brands use
AI UGC tools are cheap and fast and my team wants to switch. Is it actually as good as real creators or are we about to torch our conversions?
How to spot fake followers before you pay a creator
How do we tell if a creator has fake followers before we hand over budget? We got burned by an account that looked great.
How to disclose AI-generated content in your marketing
We are starting to use AI avatars in ads. What are the rules on disclosing that and how much trouble are we in if we skip it?
How to reach out to influencers and get replies
Our influencer outreach gets almost no replies. What are we doing wrong and how do we write messages creators actually answer?
How to run paid ads with creator content: whitelisting and usage rights
We want to run our creator videos as ads, not just let them post. How does whitelisting work and what do we need?
How to use influencers for a product launch
We have a product launching in two months. How do we use influencers to make launch day actually feel like a moment?
How to write an influencer brief
How detailed should an influencer brief be? Ours either get ignored or the content comes back stiff and over-scripted.
How many influencers do you need for a campaign
Is it better to spend our budget on one big influencer or spread it across a bunch of smaller ones?
What to put in an influencer contract
We have been running deals on email threads and it keeps biting us. What actually needs to be in an influencer contract?
Gifting vs paid: which should a brand use
Should we be gifting product to creators or paying them? Trying to figure out where our budget actually goes furthest.
What KPIs should brands track for influencer marketing
Our influencer reports are full of numbers but leadership wants to know what actually matters. Which KPIs should we track?
Influencer tiers explained: nano to mega
What do nano, micro, macro and mega actually mean and which tier should we be working with?
What is earned media value and how to calculate it
Leadership keeps asking for the EMV of our influencer campaigns. What does earned media value actually mean and how do I work it out?
FTC disclosure: what brands and agencies are responsible for
Are we as the brand actually liable if a creator forgets to disclose or is that on them? Trying to understand our exposure.
How to scale from one-off campaigns to always-on
We run a campaign, it goes well, then we start from zero next quarter. How do we turn this into something always-on?
How to run influencer product seeding
We send out free product to creators and barely anyone posts. How do we run seeding so it actually gets us content?