In short:
- Define one goal and the audience you want to reach.
- Pick the format: integration, dedicated video or Shorts.
- Shortlist creators by audience fit, not subscriber count.
- Vet them: recent views, comments, past sponsors, brand safety.
- Brief the angle, agree deliverables and approve the script.
- Track with unique links, codes or QR codes — and keep the creators that perform.
1. Start with one goal
Sales, app installs, sign-ups or awareness each lead to different creators, formats and success metrics. Write the goal down, the market (language and country) and the audience you need to reach before looking at a single channel.
2. Choose the format
| Format | What it is | Best for |
|---|---|---|
| Integration | A sponsored segment inside a regular video | Natural recommendation, sales and sign-ups |
| Dedicated video | A full video built around the brand | Products that need time to explain |
| Shorts | Short vertical videos | Reach and repetition alongside long videos |
3. Find creators whose audience fits
Brands have moved away from follower counts: in CreatorIQ’s 2025-26 survey of 1,723 marketers, brand fit and trust ranked first as a selection criterion (22%) and follower count ranked last (8%). Search by topic and audience first — travel, food, commentary, tech, family — and by the language your customers speak.
Source: CreatorIQ & Sapio Research, State of Creator Marketing 2025-2026 (published 1 Oct 2025; CreatorIQ sells creator marketing software).
4. Vet every creator
- Recent views per video, not lifetime subscribers.
- Audience: countries, language and age that match your market.
- Comments: real conversation or generic spam.
- Past sponsors: frequency, fit and how naturally they were presented.
- Brand safety: topics and tone your brand is comfortable with.
5. Brief the angle and approve the script
The best integrations sound like the creator, not like an ad. Give the creator your key messages, claims you can and cannot make, and the call to action — then let them shape the angle. Agree an approval step for the script and the final edit before anything goes live.
6. Negotiate the details
- Deliverables: format, length of the mention, placement in the video.
- Timing: publishing date and approval deadlines.
- Usage rights and exclusivity with competitors.
- Tracking: link in description, pinned comment, promo code or on-screen QR code.
Wondering what it costs? See our influencer marketing pricing guide.
7. Measure and keep what works
Track views, clicks, codes and conversions per creator. Keep the creators that perform, replace the rest, and turn one-off videos into recurring partnerships. That is how a campaign becomes a predictable channel.
In-house or with an agency?
Most brands still run influencer marketing in-house — 60.4% according to Influencer Marketing Hub’s latest benchmark — but large US brands are turning to specialised agencies: Linqia reports agency use rising from 28% to 49% in a year. An agency makes sense when you need creator access, negotiation and reporting across several creators or markets.
Sources: Influencer Marketing Hub, Benchmark Report (updated 4 May 2026; 600+ respondents) · Linqia, 2026 State of Influencer Marketing (200+ enterprise marketers; Linqia is an influencer agency).
A real example
For eSIM brand Holafly, travel creator Zazza el italiano drove +220 sales in a campaign run by ICONX.
Frequently asked questions
Integration or dedicated video?
An integration is a sponsored segment inside a creator’s regular video; a dedicated video is built entirely around the brand. Integrations usually feel more natural; dedicated videos give more time to explain the product.
Should I choose creators by subscriber count?
No. Audience fit, recent views, comment quality, past sponsors and brand safety say far more about results.
Do I need an agency?
Not always. If you need creator access, negotiation, creative direction and reporting across several creators, an agency saves time and mistakes.
