Planning an influencer campaign takes six decisions, in this order: objective, campaign model, brief, profile selection, tracking and reading the result. Picking the influencers is the fourth, not the first.
This guide walks through all six. It comes out of Infleux's operation, running influencer campaigns since 2017: more than 700 brands served, over 765,000 pieces of content published and over 200 million clicks tracked.
What comes after planning is covered in the FAQ, in two short answers: how a campaign goes from brief to live and whether you can approve content before it is published.
1. Define the objective before the format
- Awareness: make the brand memorable to an audience that doesn't know it yet.
- Consideration: make people who have heard of you understand what you sell and why.
- Conversion: generate a sign-up, install, sale or another trackable action.
A campaign can serve more than one objective, but never with equal weight. The primary objective decides the model, the brief and the metric.
2. Choose the campaign model
Infleux runs three models, and they answer different questions.
Branding
A fixed fee per deliverable, set on the campaign. What the brand defines is the brief: the format and specs of the piece, what must be said and what cannot be said. When the campaign requires content approval, nothing goes live before the brand signs off.
Execution stays with the influencer, in their own voice and for their own audience — the post being their own work is one of the rules that apply to every Infleux campaign.
Ambassador programs
Branding with continuity. The influencer stays with the brand for months, with a number of pieces contracted at once and a per-piece fee fixed in the contract.
This is the model that builds association: the audience starts linking the person to the brand, which an isolated post never does.
Performance
Payment for tracked results: click (CPC), install (CPI) or action (CPA) — and you define the action when the campaign is created. Each influencer gets an exclusive link, and what they generated shows up separately from everyone else.
3. Write a brief the influencer can execute
A useful brief answers six things — and those are exactly the fields Infleux's brief is structured around:
- About the brand: what it does, in one sentence the influencer's audience will understand.
- About the campaign: the objective and how payment works.
- Required wording: the text that has to appear in the post, word for word where a legal requirement applies.
- What to do: the two or three points the piece has to cover.
- What not to do: forbidden claims, comparisons, regulatory limits.
- Tips: what tends to work with that audience.
Format, length, platform and deadlines come with it — and delivery date is not publishing date.
Avoid locked scripts. That influencer's audience knows how they talk, and a memorised brand script destroys exactly the credibility you went there for.
4. Select for audience fit
With a large pool you choose; with a short list you take what's there. That is why scale matters: the 70,000+ influencers registered on Infleux exist so a campaign can field twenty profiles from the same niche, for example, rather than three generic ones.
The cut and the four ways to field a casting are configured on the campaign — the platform article shows how. What matters here is the editorial criteria, what decides who joins:
- Audience fit: age, region and interests match who you want to reach.
- Topic consistency: the influencer already talks about your world.
- Delivery history: posts published and deadlines met — a selection criterion on the platform, not an impression.
- Real conversation: comments, not just likes.
With several profiles from the same niche running the same creative, the campaign becomes comparable: you see which audience responds and concentrate budget there.
5. Decide how you will measure before publishing
Without tracking agreed up front, the report becomes an opinion afterwards.
On performance, the standard is per-profile attribution: each influencer publishes with an exclusive link, and clicks, leads, installs or sales arrive separated by who generated them.
On branding and ambassadors, what you follow is delivery and reach: the calendar met, and how far the posts went.
And on any model you can require content approval, with publication blocked until the brand signs off.
6. Read results with the right metric
The metric comes from the objective in step 1: an awareness campaign is not judged on direct sales, and a conversion campaign is not defended with reach.
On performance, the cut that decides the next round is per influencer — what each result cost and who generated it.
Run the first campaign, then reinvest
Influencer campaigns improve through iteration: start with a slice, measure per profile, cut what didn't move and concentrate budget on what did.
Brands like Deezer, Neon, Inter and Mercado Livre run campaigns on Infleux. To design yours, talk to the team.