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Journal

Plain explanations of influencer marketing, written for the person on the brand side.

Basics
What is influencer marketing?
A plain explanation of influencer marketing: what it is, how a campaign actually runs, and what separates one that works from one that does not.31 August 2026 · 6 min read
Selection
Micro or macro: which one does your brand need?
Follower tiers explained without the jargon, and an honest look at when a smaller creator outperforms a bigger one.31 August 2026 · 5 min read
Brief
How to write a brief a creator can actually use
The difference between a brief that produces good work and one that produces an ad, with the seven things every brief should contain.31 August 2026 · 5 min read