Fit
Match the agency’s proposed work to your audience and goal.
Influencer marketing guides
Make the next campaign decision clearer.
Practical guides from IRG Media for choosing an agency, briefing creators, measuring campaigns and planning content rights across travel, hospitality, entertainment and lifestyle.
By IRG Media · Published
Choose your campaign partner.
Compare influencer marketing agencies around the brief you need to deliver. Ask about creator rationale, responsibilities, costs and evidence.
Scope
Understand the inputs, decisions and delivery responsibilities.
Evidence
Separate results, planning examples and assumptions.
Give the creator a useful brief.
Bring the audience, objective, creative opportunity and practical requirements together. Use the checklist and illustrative category examples to make open decisions visible.
Define the evidence before launch.
Connect the measurement plan to the decision you want to make. Separate content response, traffic and business actions. Keep attribution and reporting limits explicit.
Agree the content use.
Record deliverables, reuse, approval ownership and disclosure checks. Resolve music, footage, access and publication dependencies before they hold up the campaign.
Apply the guidance to your market.
Travel
Traveller needs, journey stages and the role of the product or destination.
Hospitality
Guest relevance, property experience, access and booking questions.
Entertainment
Audience interests, release timing, approved material and a clear next action.
Lifestyle
Recognisable routines, brand suitability and useful creator interpretation.