Influencer marketing
Influencer marketing is when brands pay creators to promote products to their own audience on social media.
Definition
In influencer marketing, a brand pays a creator to feature a product or service for the creator's own followers. The brand pays for access to an audience that already trusts the creator, so reach and engagement matter as much as the content itself.
How campaigns work
A brand or agency selects creators, briefs them, agrees on deliverables and a fee, approves the content and pays, often after publication. Large campaigns can involve hundreds of creators in many countries at once, often managed by an agency.
How fees are set
- Audience size and tier, from nano and micro to macro influencers
- Engagement rate and audience fit, not only follower count
- Platform and format, for example a TikTok video or a YouTube integration
- Flat fees, performance bonuses, affiliate commissions or free product
Contract points
- Deliverables, posting dates and approval rounds
- Ad disclosure requirements, which in the US, UK and EU also apply when the creator is paid only in free product1234
- Exclusivity and how long the brand may reuse the content
- Payment terms, currency and method
The payout side
Every creator in a campaign needs to be paid, usually with an invoice and the correct tax treatment for their country. Paying on time, in the method the creator prefers, can build loyalty for the next campaign.
How Talentir helps
Talentir helps brands pay creators by email or handle in 24+ currencies. See Talentir for brands
Further reading
- How to pay influencers: Methods, costs & best practices
- How Much Do Influencers Charge? Rates by Platform and Tier (2026)
- Influencer Payment Terms Explained: Net 30, 50/50, Upfront and More
- Micro vs Macro Influencers: Which Delivers Better ROI in 2026?
Related topics
What is UGC marketing?
UGC marketing uses content from creators or customers that brands publish on their own channels and ads. UGC creators are usually paid for content, not audience.
Creator economy
The creator economy is the market of independent creators who earn from content, and the agencies, brands, platforms and tools that pay them.
Creator agencies and MCNs
Creator agencies manage talent and campaigns for creators. Multi-channel networks (MCNs) work with many channels, usually for a share of their revenue.
Affiliate payouts
Affiliate payouts are commissions paid to partners who bring sales or sign-ups through their link or code.
Sources
Creator economy
The creator economy is the market of independent creators who earn from content, and the agencies, brands, platforms and tools that pay them.
What is UGC marketing?
UGC marketing uses content from creators or customers that brands publish on their own channels and ads. UGC creators are usually paid for content, not audience.