Session 16: Influencer Briefing & UGC Integration

Block 2: Content Scaling, AI Workflows & A2 Part 1

View lecture slides: Session 16 Slides

1-Hour Lecture (Theory & Strategy)

  • Influencer tiers: nano (1k–10k, high trust/low cost), micro (10k–100k), macro/celebrity (expensive, broad reach, lower relevance for most SME budgets in Nepal).
  • A usable influencer brief contains: campaign goal, key message (not a script), deliverables (count/format), usage rights, disclosure requirement, and a single success metric.
  • UGC (user-generated content) as a lower-cost, higher-trust alternative or complement to paid influencer deals — customer reviews, testimonials, and reposts.
  • Read the full theory here: Influencer Marketing and UGC & Brand Advocacy.
  • Ethics note: disclosure (#ad) is a compliance requirement, not optional — reference the risk register habit from Session 10.

1-Hour Lab (Agency Execution)

  1. Identify 1–2 realistic nano/micro-influencer profiles for your sandbox business (real handles you found, or a clearly labelled composite persona if none exist locally).
  2. Write a one-page influencer brief: goal, key message, deliverables, usage rights, disclosure line, and success metric.
  3. Draft a simple UGC request (e.g., a post-purchase message asking a customer for a photo/review) and one way you would feature it (story repost, testimonial page section).
  4. Local data baseline: Review the WhatsApp hospitality case for how a Nepal business used low-cost customer-generated proof.
  5. Slot the influencer/UGC content into your Session 13 calendar.

Deliverable: Assignment A2 — Part 1 Complete

Content calendar + ad assets + A/B test plan + influencer/UGC plan now form a complete A2 draft (email automation is added in Block 4, Session 21).