Lesson content
Scroll through numbered sections or jump via the outline.
What you'll take away
- Micro-influencers (10k–100k) in a tight niche usually beat celebrity spend — track engagement rate and CAC, not followers alone.
Micro-influencers > celebrities for startups
10k–100k followers in a niche (finance, D2C, parenting) convert better than generic fame.
Cost per reel ₹5k–₹50k vs crores for celebrities.
Look for engagement rate and comment quality, not follower count alone.
Disclosure and ASCI
Paid partnerships must be disclosed (#ad) per ASCI guidelines.
Contracts should cover usage rights, whitelisting for ads, and deliverables (1 reel + 2 stories).
Structure deals
Fixed fee + affiliate code tracking (UTM + coupon).
Pay part on delivery, part on metrics to reduce risk.
Avoid pure equity-for-post unless influencer is true brand ambassador.
Measure ROI
CAC from influencer channel = spend ÷ attributed signups.
Compare to Google/Meta — kill underperformers fast.
Store creative assets for paid amplification if whitelisting allowed.
India-specific angles
Regional creators for Bharat markets; festival calendars (Diwali, Onam) planned 6 weeks ahead.