Influencer Marketing
Paying creators to produce and distribute brand content to their audiences, usually with measurable conversion or awareness goals.
Also known as: Creator marketing
Definition
Influencer marketing is the practice of partnering with social-media creators to produce branded content distributed through the creator's own channels — and increasingly, amplified as paid media. Modern programs treat creator content as both a media buy and a creative asset: the post itself reaches the creator's audience, and the same asset is then run as paid social to a targeted lookalike or pixel audience.
The shift from 'sponsorships' to operated programs in the last five years has changed the discipline. Successful brands now measure influencer programs on the same KPIs as paid social — ROAS, CAC, LTV — not on impressions or follower counts.
Example
A skincare brand pays 40 mid-tier creators to post a routine video, then runs the strongest 8 posts as paid Partnership Ads to retargeted shoppers — measuring CAC against their paid-social baseline.
Building a creator program that actually applies these?
We run operated influencer programs end-to-end. Book a 30-minute intro and we'll come back with a candid read on what's possible for your brand.