Influencer Marketing Guide
Run influencer marketing in-house
The complete, free playbook for building a creator program yourself — from your first campaign goal to a repeatable system you own. No agency retainer, no guesswork, no gated PDF.
Why this exists
Most brands run influencer marketing as a string of one-off experiments — find a few creators, send some product, hope something sticks. It occasionally works, but it never compounds, because there's no process underneath it.
This playbook is that process. It's the same end-to-end system an in-house team or a good agency would run, written down in plain language and broken into steps you can follow on a small budget. Everything is free to read, with no signup — we earn our keep only when a team wants hands-on expert help.
How it's organized
The playbook follows the real order of the work, grouped into ten phases. You start by deciding what you're doing and who you're looking for, then move through finding and vetting creators, reaching out, agreeing terms, shipping the content, and finally measuring and scaling what worked.
Each phase breaks into short, focused topics. Every topic is built the same way, so you always know what you're getting:
- What and why — the concept in plain terms, and why it matters for your results.
- How to do it — a clear, step-by-step process you can act on the same day.
- Real examples — worked scenarios, common mistakes to avoid, and the tools that make the work faster.
How to use it
Read it start to finish the first time to build the full picture — the phases are ordered for a reason and each one sets up the next. After that, treat it as a reference: jump straight to the topic you need while you're running a live campaign.
New to creator marketing? Begin with Phase 1 below. Already running campaigns? Use the sidebar to jump to the phase you're in.