Influencer marketing agency for campaigns you can measure

Where influencer campaigns go wrong

Many companies try creators once and come away unsure whether it worked. A few posts went up, the likes looked fine, and nobody could say whether a single sale came from them. The next quarter, the budget goes somewhere easier to measure.

The causes are usually the same. Creators were picked by follower count instead of by who actually watches them. The brief was vague, so the posts missed the point or read like an advert. There was no tracking link or code, so results were guessed. And the content, often the most valuable part, was never used again.

We run creator work as a planned campaign with a clear goal, a shortlist you approve, written briefs, agreed usage rights and tracking from the first post. That way you can judge it the same way you judge any other channel.

What our influencer campaigns include

• Campaign strategy: the goal, the audience, the platforms and the type of creator that fits
• Creator search and vetting: audience location, age and interests, engagement quality, past brand work and signs of fake followers
• Outreach, negotiation and contracts, including deliverables, dates and content usage rights
• Creative briefs that give creators the key message and the rules, and leave room for their own style
• Content review before posting, with disclosure checked on every piece
• Product seeding and gifting programmes for launches
• Tracking links, discount codes and landing pages so results can be counted
• Whitelisting and paid boosts of creator posts through our paid media team
• A campaign report in plain words: what went out, who saw it and what it produced

Choosing the right creators

Follower count is the least useful number on a creator's profile. What matters is who watches them, where those people live, and whether they trust the creator's recommendations. A creator with a smaller, focused audience in your city often does more for a clinic or a local brand than a large account with followers spread across the world.

Before anyone goes on your shortlist we check audience data, engagement patterns, comment quality and past sponsored posts. We look for warning signs such as sudden follower jumps, comments that read like bots, or a run of competing brands in recent posts. You see the reasons for every pick and approve the final list.

For most campaigns we mix a few larger creators for reach with a wider group of micro creators for trust and volume. The balance depends on your goal and your market.

UGC and creator content for ads

User-generated content, or UGC, is video made by creators in their own style that your brand then runs in ads and on its own channels. It often performs better in paid social than polished studio work, because it looks like the rest of the feed.

We brief UGC creators for specific ad angles: the problem, the product in use, the result, the objection answered. Our video and motion team then edits the raw clips into ad sets with hooks, captions and versions for each platform, and our paid media team tests them. Usage rights are agreed in the contract before anything is filmed, so you know where and for how long you can run each piece.

TikTok and B2B influencer marketing

TikTok influencer marketing works when the content looks native to TikTok. We give creators the message and the must-say points, then let them make it their way. We test several creators in small batches, put paid support behind the posts that land, and drop the ones that do not.

B2B influencer marketing looks different. On LinkedIn and YouTube, the right voices are analysts, practitioners, podcast hosts and respected people in your industry. The work is closer to partnership: guest appearances, co-written posts, webinars and reviews of your product. We find those people, approach them properly, and keep the content honest about the relationship.

Disclosure and brand safety

Paid and gifted posts must be clearly labeled as advertising, and the rules differ by market. We follow the disclosure rules in each market we run in, including the US, the UK and the UAE, and build the right labels into every brief and contract. Each post is checked for disclosure before it goes live and again after.

We also write brand safety rules into the brief: topics to avoid, claims that cannot be made, and how health, legal or financial products may be described. For regulated industries, claims are checked against what your own compliance team allows. If a creator's recent content clashes with your brand, we flag it before signing, not after.

How a creator campaign runs

Talk: a 15-minute intro call to understand the product, the audience and what a good result would be. Awareness for a launch and sales from a discount code need different creators and different tracking.

Plan: within 5 to 7 days of discovery you get a written roadmap with the creator profile, platforms, number of posts, timeline, tracking method and how content will be reused. You then approve a named shortlist.

Build: contracts, briefs, product shipping and content review. Posts go live on agreed dates, with tracking in place from day one.

Grow: we report on reach, views, clicks, codes used and sales where your data allows it. The creators and content that worked carry into the next round, and the rest are replaced.

Industries we run influencer work for

• Fashion, beauty and retail: launches, seeding programmes, try-on content and UGC for paid social
• Healthcare and wellness: practitioner and patient-experience content within strict claim rules
• Technology, SaaS and AI: product reviews, tutorials and B2B voices on LinkedIn and YouTube
• Gaming, esports and entertainment: streamers, casters and community creators, drawing on our esports and broadcast background
• Hospitality and real estate: local creators showing places people can visit

What decides the scope

• Number of creators and posts, and the size of their audiences
• Platforms and markets: US, UK, UAE or a mix
• Whether the campaign includes product seeding and shipping
• Content usage rights and how long you want to run creator content in ads
• How much editing our video team does on creator footage
• Whether paid boosts and landing pages are part of the plan

Why work with 22 Signals on influencer campaigns

Most influencer marketing agencies stop when the post goes live. Our team keeps going: our editors turn creator footage into ads, our paid media buyers put spend behind the winners, our web team builds the landing page, and our social team reposts the best content on your own channels. One team runs all of it, so nothing waits on a handover.

We have worked with more than 30 companies and come from a gaming, esports and live broadcast background, where creators and streamers are part of everyday work. We will not promise a number of sales from a campaign, and we never use fake followers or buy engagement. We pick creators carefully, track honestly and tell you what worked.

Questions

What does an influencer marketing agency do?

It plans creator campaigns, finds and vets the right creators, negotiates fees and contracts, writes briefs, reviews content, checks disclosure and reports on results. At 22 Signals we also edit creator content into ads and run paid support behind it, so the campaign is tied to the rest of your marketing.

How do you find the right influencers?

We start from your audience, not from follower counts. We search by platform, niche, location and audience data, then check engagement quality, comment patterns and past brand work for signs of fake followers or a poor fit. You see why each creator was picked and approve the final shortlist.

What is the difference between influencer marketing and UGC?

Influencer marketing pays for a creator to post to their own audience. UGC pays a creator to make content that your brand posts and runs in ads, often without it appearing on the creator's own account. Many campaigns use both: influencers for reach and trust, UGC for a steady supply of ad creative.

How do you measure an influencer campaign?

With tracking links, unique discount codes and landing pages set up before the first post, plus the reach, views and engagement data creators share with us. Where your store or CRM sends data back, we report sales and leads by creator. We agree the measures with you in the plan.

Do you handle disclosure rules?

Yes. We follow the advertising disclosure rules in each market we run in, including the US, the UK and the UAE, write them into briefs and contracts, and check every post before and after it goes live. If your industry has its own rules on claims, we build those into the brief as well.

Do you run B2B influencer marketing?

Yes. For B2B companies we work with practitioners, analysts, podcast hosts and respected voices on LinkedIn and YouTube. The format is usually a partnership: co-written posts, webinars, interviews or product reviews, with the relationship stated openly.

Can we reuse creator content in our own ads?

Yes, when usage rights are agreed in the contract, and we agree them before anything is filmed. Our video team edits creator footage into ad sets, and our paid media team can run them from your account or, with permission, from the creator's handle.

Book a 15-minute call.

A fit check, not a pitch. A few questions, an honest answer and a clear next step. Not every call ends in a proposal.

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