What an influencer is and how a campaign works
Think of the friend everyone listens to when choosing a movie. If a shop gives that friend a free ticket and your friend says "great movie!", you would want to know about the ticket. An influencer is that friend, but online, and a campaign is the shop asking them to talk about the movie.
- An influencer is anyone who can influence what others think or buy. In Canada, for example, Ad Standards' 2025 guidelines say this applies regardless of follower count.
- A campaign is a planned set of posts about a product, event or cause, usually with a goal, a time frame and an agreement.
- Brands often name creators by audience size (nano, micro, macro, mega). These names are common in the industry but have no official follower cut-offs, so don't rely on them as rules.
- A brand may give a creator money, a free product, a discount, an event invite, or a commission on sales. In many countries each of these is a connection that has to be disclosed (see In your country in Lesson 3).
- A small campaign has five parts: goal, creator, deal, post, results.
- Write one sentence for your goal, for example "More people hear about our Saturday fun run."
- Write who you want to reach (age, city, interests).
- Think of the kind of creator that audience already follows.
- List what you can offer: product, money, an invite, or a mix.
- Write the five parts: goal, creator, deal, post, results.
- Check: your goal can be counted (people at the run, sign-ups, link clicks).
Videos by other creators on YouTube, for reference. They are not made by or affiliated with The Future Market.
Read the video script
[Host] "An influencer is anyone people listen to online. Even a small account counts."
[Text on screen: Goal, Creator, Deal, Post, Results] "A campaign has five parts: goal, creator, deal, post, results."
[Screen: a simple five-box diagram] "Start with the goal. What should happen after people see the post?"
[Host] "And remember: if there is a deal behind the post, people have to be told. We will learn how."
Fill in the five parts for a pretend or real small project. Keep each part to one line.
ClaudeStuck? Copy a ready-made prompt for Claude
Copy this, open Claude, paste it, and Claude will walk you through the lesson step by step.
For a grown-up: Claude is for adults (18+). Copy this, paste it into Claude, and use the answer to explain the lesson to your child.
I'm learning "Influencer Basics: what it is and how to start" on The Future Market. Lesson 1: "What an influencer is and how a campaign works". What the lesson teaches: - An influencer is anyone who can influence what others think or buy. In Canada, for example, Ad Standards' 2025 guidelines say this applies regardless of follower count. - A campaign is a planned set of posts about a product, event or cause, usually with a goal, a time frame and an agreement. - Brands often name creators by audience size (nano, micro, macro, mega). These names are common in the industry but have no official follower cut-offs, so don't rely on them as rules. - A brand may give a creator money, a free product, a discount, an event invite, or a commission on sales. In many countries each of these is a connection that has to be disclosed (see In your country in Lesson 3). - A small campaign has five parts: goal, creator, deal, post, results. The exercise I'm working on: Fill in the five parts for a pretend or real small project. Keep each part to one line. I'm stuck. Please: 1. Explain the main idea in plain, simple words with one everyday example. 2. Walk me through the exercise one small step at a time. Ask me what I've done so far before giving the next step. 3. Don't just give me the final answer. Help me do it myself, and check my work when I share it.
I'm a parent helping my child (about 8 years old) with a lesson called "What an influencer is and how a campaign works" from the course "Influencer Basics: what it is and how to start". Here's what the lesson says: Think of the friend everyone listens to when choosing a movie. If a shop gives that friend a free ticket and your friend says "great movie!", you would want to know about the ticket. An influencer is that friend, but online, and a campaign is the shop asking them to talk about the movie. The activity: Fill in the five parts for a pretend or real small project. Keep each part to one line. Please explain this so an 8-year-old understands: short sentences, a fun everyday example, and no hard words. Then give me 3 simple questions I can ask my child to check they understood, and a way to do the activity together, one tiny step at a time.
Sources
- Ad Standards, Influencer Marketing Disclosure Guidelines (Fall 2025 update): adstandards.ca/wp-content/uploads/Ad-Standards-Influencer-Marketing-Di
Finding creators who are a good, honest fit
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The one big rule, tell people about the deal
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Contacting a creator and agreeing a small deal
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Honest claims and staying safe
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Run one small campaign and learn from it
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Final project
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Quiz
What is an influencer, according to advertising guidelines?
Anyone who can influence others, regardless of follower count.
Who usually enforces rules against misleading ads?
The country's consumer or advertising regulator.
Name two examples of a material connection.
For example payment or commission, a free product, a discount, a free trip or ticket, or a family or personal relationship.
What disclosure is widely seen as the clearest?
#ad.
Is tagging the brand or sharing a discount code enough to disclose?
No, regulators say it is unlikely to be enough.
Who shares responsibility for disclosure?
The brand, the influencer and any agency.
Why read a creator's comments before choosing them?
Real comments show a real audience; empty or repeated ones are a warning sign.
What should a creator's review be based on?
Their real experience, with no unproven claims or promises of results.
Why give each creator a unique link or code?
To count results for that creator. It is not a disclosure.
What should you do after the first small campaign?
Check the numbers and comments, then write what to keep, stop and start.
Final exam
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Certificate
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