Does the rate include what the creators are paid?

No. The rate covers sourcing, vetting, negotiation, briefing, contracts, approvals, tracking and reporting. Creator fees, gifted product and shipping are yours and are paid against a budget you set. We keep those two things visibly separate so you can always see what the management costs and what the media costs.

Who pays the creators?

You do, directly, wherever the platform and the creator allow it. It is cleaner for everyone — your money never sits in an intermediary account, the creator has a direct commercial relationship with the brand they are endorsing, and tax documentation goes where it should. We manage the schedule, the approvals and the chasing.

How do you tell a real audience from a bought one?

By ignoring the follower count and looking at what it produces. Median views across recent posts rather than the best one, whether comments read like people or like a bot farm, the audience country and age split from the creator's own analytics screens, and the reach and click figures from their last three paid partnerships. A creator who will not share those screens has told you something.

Can we run their content as our own ads?

Only if the contract said so before they filmed it, which is why usage rights are negotiated at the start rather than after a video does well. With rights in place, the strongest posts run as Meta Partnership Ads or TikTok Spark Ads from the creator's own handle, which is usually where most of the return comes from.

How many creators should we work with?

Fewer than most brands expect, and more than once each. A creator whose first post works is worth a second and a third, because their audience has now seen the product before. Spreading the same budget across a long list of one-off posts produces a lot of activity and very little compounding.

What happens if a creator takes the fee and does not deliver?

The contract sets the deadline, the deliverable and the payment structure that protects you — which is why nothing goes ahead on a direct-message agreement. It still happens occasionally, and the practical protections are staged payment, a clear deadline in writing, and not scaling spend with anyone until they have completed one cycle properly.

Paid Media & Performance

Influencer campaign management

Creator sourcing, real-numbers vetting, briefs and contracts — with usage rights secured up front so the content that works can also run as paid ads.

From: $500–$5,000/mo
Typical time: ongoing
Usually bought by: Consumer brands

What this actually solves

Trust has moved. It sits with people rather than with brands, and a single video from a creator whose audience believes them can outsell a large and beautifully produced campaign. Most brands understand this. What they find, when they try it themselves, is that the work is almost entirely unglamorous — finding people, checking whether their numbers are real, agreeing rates without a reference point, writing something they can actually follow, getting a contract signed, chasing a delivery date, and afterwards being unable to say what any of it did.

The second problem is bigger and quieter. Most brands extract a fraction of the value from the content they pay for. A creator posts, the post performs, it reaches that creator's followers once, and there it ends. The same asset, run as paid media from the creator's own handle through Meta Partnership Ads or TikTok Spark Ads, can reach a different order of audience with the social proof intact — but only if the usage rights were negotiated before anything was filmed.

That single clause is where this service pays for itself. Rights secured up front cost a modest uplift on the fee. Rights bought retrospectively, after a video has visibly worked, are negotiated from the weakest possible position and cost several times more, if they can be got at all.

What we do, and in what order

Set the campaign and the shortlist criteria. What is being promoted, to whom, in which market, what the content has to demonstrate, and what a genuinely suitable creator looks like for this brand rather than in general. Budget split decided here too - typically a small number of larger creators alongside a wider group of smaller ones, with the reasoning written down. Two to three days per cycle.
Source and vet against real numbers. TikTok Creator Marketplace, Instagram's own creator search, and Upfluence or Aspire where the budget justifies their cost. Vetting runs on median views rather than followers, comment quality, audience country and age from their own analytics, posting consistency, and screenshots of reach and clicks from their last three brand deals. About a week.
Negotiate rates and get contracts signed. Deliverables and deadline, revision count, exclusivity window, payment terms, the mandatory disclosure requirement, and above all the usage rights term for paid amplification — how long you may run the content as an ad, in which markets, on which platforms. Signed through DocuSign or PandaDoc, never agreed in a direct message. Three to five days.
Brief them properly, then leave the voice alone. The brief carries the product context, the two or three points that must appear, the claims that must not be made, the objections worth addressing, and the format and deadline. It does not carry a script. Feedback at approval stage covers accuracy, claims and structure — not the way they speak, because that is the whole reason their audience listens. Three to five days per wave.
Make it measurable before anything goes live. A unique discount code per creator and UTM-tagged links, so redemptions and traffic can be separated per person rather than arriving as one indistinguishable lift. Two days.
Amplify the content that works. The strongest posts run as Partnership Ads or Spark Ads under the rights already secured, with the same testing discipline as any other creative — one variable changed at a time. This is ongoing rather than a step with an end date. Continuous once the first wave has published.
Report monthly, per creator. Code redemptions, tracked clicks and the cost against each, which content is worth continuing to run as paid, and who is worth commissioning again. Half a day a month.

What moves the price

The range is $500–$5,000/mo and it tracks the volume and the complexity of the relationships rather than the size of the media budget.

How many creators per cycle. Each one is a separate negotiation, contract, brief, approval round and payment. Ten creators is not twice the work of five in an operational sense — it is closer to twice the correspondence, which is what the time actually goes on.

Whether paid amplification is in scope. Managing the content as an ongoing paid channel is real media work sitting on top of the campaign management, and it is the part that most changes what the programme returns.

Market and category complexity. Multiple countries mean multiple disclosure regimes and sometimes multiple contract versions. Regulated categories — anything touching health, finance or claims about results — need tighter briefs and a slower approval process, and that is time.

What usually goes wrong

Creators are chosen on follower count. Two hundred thousand followers producing eight hundred views on a typical post is a worse purchase than twelve thousand followers producing twenty thousand views, and the second creator will usually charge less. Follower count is the one number that can be bought outright. Median views, comment quality and audience country cannot be, which is why those are the ones that decide the shortlist.

Usage rights are an afterthought. The campaign runs, one video plainly outperforms everything else, the brand asks to put budget behind it, and discovers the agreement covered an organic post only. Now the creator knows exactly how valuable the content is, and the price reflects that. Rights are cheap before anyone knows the outcome and expensive afterwards — the term, the territory and the platforms all get settled in the contract.

The brief becomes a script. A brand nervous about being misrepresented sends word-for-word copy, and the creator reads it. It comes out flat, the audience recognises an advert instantly, and the brand concludes influencer marketing does not work for them. The opposite failure is just as common — a brief so loose that the finished video never mentions the thing that actually sells the product. The workable middle is a short list of non-negotiables, an explicit disclosure requirement, and total freedom on everything else.

See where the site stands before you brief anyone.

If the site is already live, start from what it scores rather than from a guess. The audit reports what it checked, what it found, and — the part most tools leave out — what it could not check, and why.

See the website audit Talk about this work

Questions people ask before they commit.

Does the rate include what the creators are paid?: No. The rate covers sourcing, vetting, negotiation, briefing, contracts, approvals, tracking and reporting. Creator fees, gifted product and shipping are yours and are paid against a budget you set. We keep those two things visibly separate so you can always see what the management costs and what the media costs.
Who pays the creators?: You do, directly, wherever the platform and the creator allow it. It is cleaner for everyone — your money never sits in an intermediary account, the creator has a direct commercial relationship with the brand they are endorsing, and tax documentation goes where it should. We manage the schedule, the approvals and the chasing.
How do you tell a real audience from a bought one?: By ignoring the follower count and looking at what it produces. Median views across recent posts rather than the best one, whether comments read like people or like a bot farm, the audience country and age split from the creator's own analytics screens, and the reach and click figures from their last three paid partnerships. A creator who will not share those screens has told you something.
Can we run their content as our own ads?: Only if the contract said so before they filmed it, which is why usage rights are negotiated at the start rather than after a video does well. With rights in place, the strongest posts run as Meta Partnership Ads or TikTok Spark Ads from the creator's own handle, which is usually where most of the return comes from.
How many creators should we work with?: Fewer than most brands expect, and more than once each. A creator whose first post works is worth a second and a third, because their audience has now seen the product before. Spreading the same budget across a long list of one-off posts produces a lot of activity and very little compounding.
What happens if a creator takes the fee and does not deliver?: The contract sets the deadline, the deliverable and the payment structure that protects you — which is why nothing goes ahead on a direct-message agreement. It still happens occasionally, and the practical protections are staged payment, a clear deadline in writing, and not scaling spend with anyone until they have completed one cycle properly.

Often taken together.

Start with the brief, not the invoice.

Send what you are trying to achieve. You get a written scope, a price and a date — or an honest “this is not the right service for that”.

Talk about Influencer campaign management All Paid Media & Performance services