Session 16: Influencer Briefing & UGC Integration

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MBA DM Phase 2: The Agency Simulation

Session 16

Influencer Briefing & UGC Integration

Block 2 wraps: earned + owned working together.

Today's Agenda

  • Micro vs. macro influencers
  • Writing a creative brief (not a script)
  • Repurposing UGC into owned channels
  • Deliverable: Influencer brief + UGC plan (A2 complete)

Micro vs. Macro

Micro (1K-50K)

Higher trust, lower cost, niche relevance.

Macro (50K+)

Wider reach, higher cost, lower relative engagement.

Briefing, Not Scripting

Give influencers your key message and CTA — let them keep their own voice. Over-scripted content reads as inauthentic and underperforms.

Worked Example: Pathshala Tutors

Creator: a Lalitpur-based nano-influencer with about 6,000 followers who posts study-abroad vlogs. Fee: NPR 3,000 for one Reel and two Stories.

Estimate: reach ≈ 30% of followers = 1,800 people. If 0.25% become leads, that is about 4–5 leads, a CPL of roughly NPR 650–750. That is more than the Meta CPL of NPR 300, but the leads arrive with trust attached, and the Reel can be reused as an ad (if rights are granted).

Worked Example: Pathshala Tutors (cont.)

Brief (one page):

  • Goal: bookings for the free Saturday mock test.
  • Key message (not a script): "Practising under real exam conditions showed me my weak section."
  • Deliverables: one 30–45 second Reel and two Stories with a link sticker, posted 3–5 days before the test.
  • Usage rights: Pathshala may run the Reel as a paid ad for 60 days.
  • Disclosure: "Paid partnership" label plus #ad in the caption.
  • Tracking: WhatsApp keyword "RIYA-MOCK".
  • Success metric: 5 mock-test bookings.

Worked Example: Pathshala Tutors (cont.)

UGC request (sent by WhatsApp after a student's result): "Congratulations on your Band 7! Would you share a photo with your result and one line about what helped most? With your permission we'd love to feature it on our page."

Full walkthrough in the session note.

Check: Brief Quality

Prompt: ask a pair to defend the answer.

Case Reference

Recall the WhatsApp hospitality case for how word-of-mouth/UGC-style channels drove real bookings.

Read: WhatsApp hospitality case

Lab: Write Your Influencer Brief

  1. Identify 1-2 realistic micro-influencers for your persona
  2. Write a one-page brief: key message, CTA, deliverables, timeline
  3. Plan how you'd repurpose their content into your content calendar

Deliverable: Assignment A2 Part 1 Complete

Influencer Brief + UGC Plan

Block 2 done: content calendar, ads, A/B plan, and influencer brief now assembled for A2.

Review Questions 📝

  1. Name four criteria for selecting an influencer.
  2. What should an influencer brief contain?
  3. Why are usage rights important when working with creators?

Apply it: A Thamel trekking agency has NPR 20,000 for influencers. Compare one macro-influencer at NPR 20,000 with five nano-influencers at NPR 4,000 each, and recommend one option.

Thank You!

Open Session 16 Note