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Run an influencer or UGC programme

Creator partnerships go well when the fit, the brief and the contract are settled before anything is posted.

Free public layer

The idea, in one paragraph

Influencer discovery is the systematic process of identifying and evaluating potential creator partners — using tools, platforms, and research methods to find creators whose audience, content, and values align with your brand. This approach underpins successful influencer marketing. IMH reports you can identify influencers on social media using various native search tools like keywords, hashtags, and trend searches. There are also platform-specific this approach tools like TikTok influencer search tools and Instagram influencer search tools. Key discovery methods include: platform-native search (hashtags, keywords, location), influencer databases (Upfluence, Aspire, CreatorIQ), competitor analysis (who competitors work with), and audience analysis (who your audience follows). In 2025, influencer mapping has emerged as a key strategy — charting, activating, and optimizing your network for sustained traction and measurable ROI.

From Influencer, Creator & UGC Marketing, volume 27 of the Marketing library. Search the free layer on the Knowledge Hub.

How to apply it

3 applied records from the paid layer, shown in full with their sources. They are part of a published sample of 74 of the library's 2,480 applied records; the rest are in Growth Operator and Pro.

MSGKB-V2-27-006-03 · vol 27, Influencer, Creator & UGC Marketing

Influencer discovery

To discover influencers:

  1. define your ideal creator profile (audience, content style, values)
  2. use platform-native search (hashtags, keywords, location)
  3. use influencer databases and platforms
  4. analyze competitor partnerships
  5. analyze your audience's follows and engagement
  6. vet engagement quality and authenticity
  7. create a shortlist
  8. reach out and test fit

Example: A beauty brand discovers 50 potential creators using Instagram hashtag search and influencer platforms — vetting engagement and audience fit to select 10 for a test campaign.

Sources: SRC-B06-197C14B
MSGKB-V2-27-008-03 · vol 27, Influencer, Creator & UGC Marketing

Creator briefs

To prepare creator briefs:

  1. define campaign objectives and KPIs
  2. identify target audience and key messages
  3. specify format requirements (video length, aspect ratio)
  4. define tone and style
  5. include mandatory elements (brand mentions, CTAs)
  6. include legal requirements (FTC disclosure, usage rights)
  7. provide examples of what works
  8. leave room for creative expression
Sources: SRC-B06-3D99441
MSGKB-V2-27-012-03 · vol 27, Influencer, Creator & UGC Marketing

Influencer contracts awareness

To manage influencer contracts:

  1. include FTC disclosure requirements in all contracts
  2. define usage rights clearly (what, where, how long)
  3. specify exclusivity terms
  4. detail compensation and payment terms
  5. include termination clauses
  6. address Coogan Law for young influencers
  7. have contracts reviewed by legal counsel
  8. maintain organized contract records

Example: A brand's influencer contract includes clear FTC disclosure language, 30-day usage rights, and exclusivity terms — ensuring compliance and protecting both parties.

Sources: SRC-B06-ABCBF11

Check your own numbers

A related free tool on the Knowledge Hub: Growth Diagnostic. No card, no account.

Run it with

Marketing & Sales Library: Growth Operator or Pro

From $49/mo
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Creator Velocity OS

$149
See it on the offer site