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School of Marketing

Influencer Basics: what it is and how to start

Step 4 of 7 in Marketing Studio

Next in your path: 3.11.1 Community Basics: start a small group

What you'll be able to do
  • Explain what an influencer is and how a simple influencer campaign works.
  • Find creators who are a good, honest fit for a small business or cause.
  • Know the one big rule: tell people when there is a deal behind a post.
  • Contact a creator and agree a small, clear deal in writing.
  • Run one small first campaign and learn from the results.

Education only, not legal advice. Before this course: nothing is needed. Next step up: Influencer Marketing & Disclosure Rules (Canada) (course 3.9), which goes deep on Canada's disclosure rules. Lesson 3 has an "In your country" box for other countries.

Words in this course 32Open the Vocabulary Hall
01

What an influencer is and how a campaign works

In simple words

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.

Key facts
  • 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.
Step by step
  1. Write one sentence for your goal, for example "More people hear about our Saturday fun run."
  2. Write who you want to reach (age, city, interests).
  3. Think of the kind of creator that audience already follows.
  4. List what you can offer: product, money, an invite, or a mix.
  5. Write the five parts: goal, creator, deal, post, results.
  6. Check: your goal can be counted (people at the run, sign-ups, link clicks).
Watch on YouTube
Influencers need to disclose brand dealsCBC News · YouTube · youtube.com

Videos by other creators on YouTube, for reference. They are not made by or affiliated with The Future Market.

LESSON 01What an influencer is and how a campaign works
LESSON 01 / ANIMATED LESSON / AI VOICE00:00 / 01:00
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."
Try it now

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.
Open Claude
Sources
My notes
02

Finding creators who are a good, honest fit

This lesson is part of full access: every course and every level for one payment.

03

The one big rule, tell people about the deal

This lesson is part of full access: every course and every level for one payment.

04

Contacting a creator and agreeing a small deal

This lesson is part of full access: every course and every level for one payment.

05

Honest claims and staying safe

This lesson is part of full access: every course and every level for one payment.

06

Run one small campaign and learn from it

This lesson is part of full access: every course and every level for one payment.

++

Final project

This lesson is part of full access: every course and every level for one payment.

??

Quiz

  1. What is an influencer, according to advertising guidelines?

  2. Who usually enforces rules against misleading ads?

  3. Name two examples of a material connection.

  4. What disclosure is widely seen as the clearest?

  5. Is tagging the brand or sharing a discount code enough to disclose?

  6. Who shares responsibility for disclosure?

  7. Why read a creator's comments before choosing them?

  8. What should a creator's review be based on?

  9. Why give each creator a unique link or code?

  10. What should you do after the first small campaign?

EX

Final exam

This lesson is part of full access: every course and every level for one payment.

CE

Certificate

This lesson is part of full access: every course and every level for one payment.