Influencer Marketing Training Course

Duration 5 days 10 modules · 33 contact hours
Level Intermediate Certificate on completion
Who attends Digital Marketing Managers, Social Media Managers and others
Fee from USD 1,100 KSh 95,000 for Kenyan organisations
Where 52 cities + online See dates by city
Next start 16 Nov 2026 Course code SD-DM-054

Before you join: This intermediate course assumes participants can explain basic digital marketing objectives, customer audiences and common social-media metrics such as reach, engagement and clicks.

Dates & prices

Two start dates a month in every city, and live online on weekdays or weekends. Fees are per participant; classroom fees include tuition, materials, lunch and refreshments, and the certificate.

Suggest a date or city

Showing the next six months. Later dates, other cities and private deliveries for your team are available on request.

Course overview

Influencer marketing can create credible reach, useful product education and measurable sales, but weak creator selection, vague briefs and poorly controlled disclosures can damage brand trust and waste budget. Marketing teams need a disciplined way to identify appropriate creators, assess audience quality, agree commercial terms, manage content approvals and distinguish attention metrics from business results. This matters particularly where claims, customer data, procurement rules or reputational risk require close control.

This course covers the full influencer marketing workflow, from campaign objectives and audience definition through creator discovery, due diligence, briefing, contracting, content management, paid amplification and performance reporting. Participants learn to assess creator fit using scorecards, calculate and compare CPM, CPE, CPV and CPA, set usage-rights terms, apply disclosure requirements, establish UTM conventions and interpret conversion and incrementality evidence. The course also addresses affiliate partnerships, whitelisting, creator relationship management, brand safety and long-term creator programmes.

Instruction combines short practitioner briefings with sector-based cases, group analysis, negotiation simulations and campaign planning. Participants work with realistic creator profiles, rate cards, content drafts, reporting data and compliance scenarios relevant to consumer brands, financial services, public campaigns and B2B organisations. They leave with a reusable influencer marketing campaign blueprint, including a creator scorecard, brief, budget structure, measurement plan and operating checklist.

The course suits marketing professionals who already work with digital channels or campaign activity and need to plan, buy, govern or measure creator partnerships with greater commercial and operational control.

What you will be able to do

  • Define influencer campaign objectives, target audiences and full-funnel success measures
  • Assess creator suitability using audience-quality, content-fit and brand-safety scorecards
  • Develop creator briefs with clear deliverables, guardrails, approvals and usage rights
  • Calculate campaign budgets using CPM, CPE, CPV, CPA and fee-based models
  • Negotiate commercial terms covering fees, exclusivity, disclosure and paid-media permissions
  • Apply disclosure, claims substantiation and content-licensing controls to creator activity
  • Build measurement plans using UTM conventions, conversion tracking and incrementality methods
  • Optimise creator portfolios using performance evidence, testing plans and renewal criteria

Benefits of attending

For you

  • Produce defensible creator shortlists rather than selecting partners by follower count
  • Negotiate fees, usage rights and exclusivity with greater commercial confidence
  • Write briefs that reduce unclear revisions and protect creator authenticity
  • Interpret creator results beyond vanity metrics and platform reporting
  • Build evidence for future roles in social, brand or performance marketing

For your organisation

  • Improve creator selection through documented audience, brand-fit and fraud checks
  • Reduce compliance risk through clearer disclosure, claims and approval controls
  • Control campaign spend through structured rate assessment and usage-rights negotiations
  • Connect creator activity to web traffic, conversions and business KPIs
  • Create repeatable workflows for agencies, procurement, legal and marketing teams

Course modules

10 modules over 5 days

Participants can position influencer marketing within an integrated marketing plan and select appropriate campaign roles.

  • Influencer marketing’s role within paid, owned, earned and shared media plans
  • Creator categories: celebrity, macro, mid-tier, micro, nano and employee advocates
  • Distinguishing creators, affiliates, brand ambassadors and paid media partners
  • Audience-fit assessment using demographics, psychographics, interests and purchase intent
  • Full-funnel campaign roles from awareness through conversion and retention
  • Stakeholder briefing: brand, legal, procurement, agency and creator responsibilities

Participants can identify potential creators using campaign objectives, audience evidence and platform behaviour.

  • Campaign objectives translated into SMART targets and measurable success criteria
  • Audience personas connected to creator communities, platforms and content behaviours
  • Platform selection across Instagram, TikTok, YouTube, LinkedIn, Twitch and podcasts
  • Creator discovery using keyword, hashtag, competitor and social-listening searches
  • Shortlisting criteria for relevance, reach, resonance, reputation and risk
  • Authenticity checks for purchased followers, engagement pods and audience fraud
  • Creator scorecards weighted against brief objectives, audience fit and budget

Participants can evaluate creator quality, identify risk indicators and document defensible selection decisions.

  • Audience-quality metrics: follower growth, engagement rate, views and saves
  • Engagement-rate calculations adjusted for platform format and follower base
  • Reviewing audience geography, age, gender, language and interest distributions
  • Content audits for brand fit, creative quality and comment sentiment
  • Brand-safety screening for controversy, misinformation, competitors and unsuitable associations
  • Fraud indicators including abrupt growth, bot comments and engagement anomalies
  • Due-diligence records supporting defensible creator selection decisions

Participants can create creator briefs that align campaign goals, audience needs, content requirements and approvals.

  • Campaign architecture linking business goal, audience insight, message and creator role
  • RACE Framework used to map creator content across customer journey stages
  • Content pillars, key messages, mandatory claims and creative guardrails
  • Creator brief structure: deliverables, timelines, usage rights and approval routes
  • Balancing creator freedom with brand consistency and regulated-message controls
  • Content formats selected for platform behaviour, production effort and campaign purpose
  • Brief acceptance criteria preventing ambiguous revisions and unplanned deliverables

Participants can budget creator campaigns and negotiate terms that protect commercial value and campaign flexibility.

  • Rate-card assessment using reach, engagement, production scope and category demand
  • CPM, CPE, CPV and CPA models compared for creator partnerships
  • Budget allocation across creator fees, gifting, production, amplification and contingency
  • Negotiating deliverables, exclusivity, whitelisting, cancellation and payment terms
  • Usage-rights scope defined by territory, duration, channels and paid-media permissions
  • Contract clauses covering disclosure, approvals, morality, indemnity and intellectual property
  • Procurement workflow aligned with supplier onboarding, tax records and purchase orders

Participants can apply key advertising, disclosure, claims and licensing controls to influencer activity.

  • FTC Endorsement Guides applied to material connections and conspicuous disclosures
  • ASA CAP Code requirements for ads, gifts, affiliate links and claims
  • Platform paid-partnership labels, disclosure placement and local advertising requirements
  • Substantiation standards for performance, health, environmental and comparative claims
  • Data-protection considerations when collecting creator and campaign audience information
  • Consent, licensing and attribution for music, imagery and user-generated content
  • Approval matrices separating brand, legal, medical and compliance decisions

Participants can manage creator campaigns through clear workflows, approvals, logistics and issue escalation.

  • Creator onboarding sequence from contracting through briefing, content and payment
  • Campaign workback schedules with milestones, dependencies, review windows and publishing dates
  • Content approval workflows using version control, feedback rules and escalation paths
  • Relationship management practices that protect trust, responsiveness and repeat collaboration
  • Product seeding logistics, tracking, customs, returns and recipient records
  • Community-management protocols for comments, complaints, crises and creator escalation
  • Contingency plans for missed posts, off-brand content and reputational incidents

Participants can connect creator content with paid distribution, affiliate mechanisms and trackable customer journeys.

  • Organic creator posts distinguished from sponsored, affiliate and whitelisted activity
  • Whitelisting permissions configured for creator-handle ads and paid distribution
  • Boosting decisions based on creative performance, audience response and conversion evidence
  • UTM naming conventions connecting creator links to web analytics reporting
  • Affiliate codes, landing pages and attribution windows matched to campaign objectives
  • Paid-media audiences built from engagement, video views and customer-data segments
  • Frequency, fatigue and comment sentiment monitored during amplification

Participants can measure creator campaign performance and report credible conclusions to decision-makers.

  • Measurement framework linking objectives, KPIs, data sources, cadence and owners
  • Reach, impressions, engagement, video completion and click-through metrics interpreted correctly
  • Conversion tracking through pixels, UTM parameters, codes and affiliate platforms
  • Incrementality methods: holdout tests, geo tests and brand-lift studies
  • Earned media value treated cautiously alongside business and behavioural outcomes
  • Creator-level dashboards comparing cost efficiency, quality signals and attributed results
  • Post-campaign reports separating performance facts, insights, limitations and recommendations

Participants can improve creator portfolios and establish a practical plan for sustained programme management.

  • Test-and-learn plans structured around hypotheses, variables, controls and decisions
  • Creative performance diagnosed through hooks, formats, calls-to-action and audience signals
  • Portfolio optimisation using creator tiers, platform mix and marginal returns
  • Underperformance decisions covering adjustments, pausing, replacement and budget reallocation
  • Long-term creator programmes designed around advocacy, community and renewal criteria
  • Internal playbooks documenting approved claims, workflows, scorecards and reporting standards
  • 90-day application plan prioritising immediate actions, stakeholders and measures

Exercises and examples are adapted to each cohort's sectors and roles.

What you take back to work

  1. Influencer campaign planning blueprint
  2. Weighted creator evaluation scorecard
  3. Creator briefing template
  4. Influencer budget and pricing model
  5. Disclosure and content-rights checklist
  6. Creator campaign measurement framework

Who should attend

  • Digital Marketing Managers — plan and govern creator campaigns across channels
  • Social Media Managers — source creators and manage publishing, communities and approvals
  • Brand Managers — translate brand strategy into credible creator partnerships
  • Performance Marketing Specialists — connect creator activity to paid media and conversion data
  • Communications Managers — manage reputational risk, disclosures and external messaging
  • Agency Account Managers — structure client campaigns, creator deliverables and reporting

Skills and tools covered

Creator selectionCampaign briefingInfluencer contractingDisclosure compliancePerformance measurementCreator programme management

Tools and standards

FTC Endorsement Guides, ASA CAP Code, RACE Framework, PESO Model

How the course runs

Training methodology

The course uses short instructor briefings to introduce methods, followed by case work based on creator profiles, rate cards, campaign reports and content examples. Participants analyse audience-quality data, compare commercial models, review disclosure scenarios and build campaign components in groups. Negotiation and approval simulations examine common tensions between creator freedom, brand control and compliance requirements. Facilitated discussion links each method to participants’ own campaigns, ending with an application plan for immediate workplace use.

Requirements and prerequisites

This intermediate course assumes participants can explain basic digital marketing objectives, customer audiences and common social-media metrics such as reach, engagement and clicks. Experience supporting campaigns, managing social channels, buying media, working with agencies or reviewing marketing reports is helpful. Participants should be comfortable using spreadsheets for simple calculations and interpreting campaign data. No previous influencer campaign management experience is required. No specialist software, legal qualification, content-production expertise or advanced analytics background is required.

A typical training day

08:30 – 10:30First session
10:30 – 10:45Refreshment break
10:45 – 12:30Second session
12:30 – 13:30Lunch and networking
13:30 – 15:00Third session
15:00 – 15:15Refreshment break
15:15 – 16:30Workshop and daily review

Live online deliveries follow the same structure in East Africa Time, with shorter screen blocks and longer breaks.

What the fee includes

  • Instruction by a practitioner facilitator
  • Full course workbook and materials
  • Exercise files, templates and case studies
  • Refreshments and lunch on classroom deliveries
  • Certificate of completion
  • Post-course application plan

Frequently asked questions

Participants should already understand basic digital marketing objectives, social-media channels and common campaign metrics. Previous responsibility for influencer campaigns is useful but not required.

Bring a laptop for reviewing templates, calculations and campaign-planning materials. If permitted by your employer, bring a current campaign brief, creator list or reporting challenge for use during application planning.

The course is designed for marketing, social media, brand, communications, performance marketing and agency professionals. It is also relevant to procurement and compliance colleagues who support creator partnerships.

Social media marketing courses focus on channel management and content publishing, while paid media courses focus on advertising platforms and media buying. This course concentrates on selecting, briefing, contracting, governing and measuring third-party creators.

Participants can use the creator scorecard, brief template, budget model and measurement framework on current or planned campaigns. The final module helps participants identify priority actions, stakeholders and controls for the next 90 days.

Training runs from 08:30 to 16:30 each day, with approximately 6.5 contact hours daily. The five days progress from strategy and creator selection through commercial controls, compliance, operations, measurement and optimisation.

Questions about this course?

Ask about dates, fees, group bookings or running it for your team. Our training team replies by email.

Ask on WhatsApp info@skillsetdevelopment.com

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