Unit 2 · Media Planning and Budgeting · Module 14 of 40

Influencer and Creator Advertising

Learning objective

Select, brief and measure creators on relevance, resonance and reach.

Concept summary

Creator value comes from borrowed trust inside a niche. Selection tests audience overlap and comment quality over follower count; briefs protect brand facts while leaving format free; measurement uses codes, links and lift studies, with disclosure kept explicit.

Application task

Shortlist three creator tiers for one brand with fee logic and one KPI each.