Social Media · Service
Influencer & Social Media
Performance-based creator programmes with briefs, usage rights and measurement built in, not PR mentions.
We build influencer programmes on TikTok and Instagram that are designed to produce measurable sales and leads rather than PR mentions. As an influencer marketing agency working across Türkiye, MENA and EMEA, we run the whole programme: creator discovery and vetting, briefs, contracts with usage rights, content approval, paid amplification through Spark Ads and whitelisting, and reporting that ties each collaboration to traffic, codes and leads. Performance-based models, thorough briefs and retained UGC rights are the defaults, not add-ons.
How we work
/01 · Definition
What is influencer marketing?
Influencer marketing is the practice of paying or partnering with content creators so that they produce and publish content about your brand for the audience they have built. Run well, it is a managed programme: creators are selected on audience fit, briefed on message and permitted claims, contracted with clear usage rights and disclosure duties, and measured on traffic, codes, leads or sales rather than on reach alone. On TikTok and Instagram it also supplies the native creative that paid social depends on.
The most common mistake in influencer marketing is choosing creators by who looks visible. The question that decides results is different: whose audience actually buys, books or signs up for what you sell? Audience quality, content fit and the creator's track record with brands matter more than follower count; our vetting step is built around them.
The second mistake is treating each collaboration as a one-off. Without a brief the message drifts; without a contract you cannot reuse the content; without a disclosure check the post can breach platform rules; without tracking nobody can say what it returned. The programme model below closes those gaps.
/02 · Who it is for
Who this service is for
Direct-to-consumer and e-commerce brands
Products that can be shown on camera, bought through a link or code, and sold through TikTok Shop or Instagram Shop; creator content doubles as ad creative.
Clinics, aesthetic practices and health tourism
Patient-journey content in Arabic, English, Persian and Turkish, produced within each platform's limits for medical and aesthetic topics.
Apps, SaaS and subscription services
Trial and sign-up funnels where a creator explains one use case, measured on tracked sign-ups.
Brands with scattered one-off collaborations
Existing creator relationships without briefs, rights or reporting, consolidated into one managed programme.
/03 · Problems we solve
Problems we solve
Creators chosen by visibility, not audience fit
Large follower counts with the wrong geography, language or interests produce views and no customers. We vet audience composition before shortlisting.
No brief, so the message is whatever the creator decides
Without a written brief, the product benefit, call to action, permitted claims and disclosure wording are left to chance.
Content you paid for but cannot reuse
Usage rights were never agreed, so the best-performing video cannot run as an ad or appear on your site without renegotiation.
Reach reported, revenue unknown
Screenshots of views replace a tracking plan; codes, UTM links and lead attribution were never set up.
/04 · Method and process
The programme model: seven steps from discovery to measurement
The same seven steps repeat for every collaboration; the first three are heaviest at programme start, the last three run monthly.
- 01
Discovery and vetting
We define the audience by market, language and interest, then source candidates from platform tools, our own creator relationships and manual search. Each candidate is checked for audience geography, engagement quality, content tone, previous brand work and conflicts. The output is a shortlist with a fit note per creator.
- 02
Brief
Every collaboration gets a written brief: objective, audience, key message, product facts, claims allowed and not allowed, mandatory elements such as code or link, disclosure wording, format and timing. Creators keep creative freedom inside those lines; the brief makes approval fast.
- 03
Contract and usage rights
Scope, deliverables, deadlines, fees or performance terms, exclusivity, usage rights (channels, duration, paid use, edits) and disclosure obligations are contracted before production starts. In a performance-based model the tracking mechanism is named in the contract.
- 04
Production
Creators produce in their own voice from the brief. We coordinate product delivery, access, scripts where needed and deadlines, and keep communication in one place so your team does not manage creators directly.
- 05
Approval
Drafts are checked against the brief: claims, disclosure, mandatory elements, brand safety and, for regulated categories, content limits. Feedback is consolidated into one round where possible so the creator's schedule holds.
- 06
Paid amplification
Approved posts that perform organically are extended with paid budget through TikTok Spark Ads and Meta whitelisting (partnership ads), targeted to the audiences that convert. Paid-use rights must already be in the contract.
- 07
Measurement
Each collaboration is tracked with its own links, codes and landing pages. Results are reported monthly as a creator scorecard, and the next briefs and budgets are adjusted on that evidence rather than on impressions.
/05 · Comparison
Creator tiers: role, typical use and measurement
| Tier | Role in the programme | Typical use | Primary measurement |
|---|---|---|---|
| Nano | Trusted voice in a small, local or niche community; highest relative engagement | Seeding, reviews, local clinic or store awareness, UGC at volume | Engagement quality, code redemptions, UGC assets delivered |
| Micro | Topic specialist with an engaged, clearly defined audience | Core of most performance programmes: tutorials, demos, affiliate and code-based offers | Tracked traffic, code and link conversions, cost per result |
| Mid-tier | Established creator with reach and a recognisable format | Launches, hero content for amplification, multi-post series | Reach plus conversions, performance of the amplified creative |
| Macro | Broad reach, often across markets or languages | Awareness moments, market entry, brand association | Reach, brand-search lift, assisted conversions |
Content rights, contracts and disclosure
Usage rights determine what your fee actually bought. We specify them in four dimensions: where the content may be used (the creator's channels only, your organic channels, paid ads, website, email), for how long, whether it may be edited, and whether paid use through Spark Ads or whitelisting is included. Paid-use and reuse rights are negotiated up front, because renegotiating after a video has performed is expensive.
Disclosure is a condition of every collaboration, not an option. Platforms require paid partnerships to be labelled with their branded-content tools, and advertising authorities in Türkiye and most target markets publish guidance on how influencer advertising must be identified; in Türkiye the Ministry of Trade's guidance for social media influencers is the reference. Our briefs state the disclosure wording and placement, and approval checks it. We describe these rules as practitioners, not as legal advice; where a market or category requires it, we recommend a legal review of the contract.
Exclusivity is the third clause that matters: whether the creator may work with competing brands during and after the campaign, and what counts as competing. For clinics and other regulated categories we add a clause listing the claims the creator may not make.
Paid amplification: Spark Ads and whitelisting
The organic reach of a creator post is only the start. TikTok Spark Ads let us run the creator's own post as an ad from their handle; Meta whitelisting (partnership ads) does the same on Instagram and Facebook. The post keeps its comments, social proof and native look while we add targeting, budget and a conversion objective. The programme supplies tested creative; paid distribution scales what already works.
As an official Meta partner and TikTok Marketing Partner, we configure the authorisations, ad accounts and conversion tracking so that amplified creator content is measured in the same account structure as your other social advertising. Which posts receive budget is decided on organic performance and tracked conversions, not on which creator is best known; the paid side is described on our social media advertising page.
/08 · Measurement and KPIs
How we measure influencer marketing
One scorecard for every collaboration; no level is promised, the purpose is to move budget to what converts.
- Reach
Audience and engagement quality
Views and engagement weighted by audience geography and language, saves, shares and comment quality rather than raw counts.
- Traffic
Tracked traffic to your site
Sessions from creator UTM links and landing pages in GA4, per creator.
- Conversions
Codes, leads and sales
Discount-code redemptions, form leads, bookings or orders attributed to each collaboration, including TikTok Shop or Instagram Shop sales.
- Creative
Content and amplification value
Usable UGC assets delivered, and how amplified creator posts perform against standard ad creative.
/09 · Strategic considerations
Content limits for clinics, aesthetic practices and other YMYL categories
Sensitive categories are where influencer content most often breaks platform rules; the limits are fixed at the brief stage.
Procedure and result claims
Creators describe their own experience; they do not promise outcomes, state medical facts beyond what the clinic approves, or compare clinics. Before-and-after material follows platform policy and the clinic's compliance review.
Platform policies on health and cosmetic content
Meta and TikTok restrict how cosmetic procedures, weight-loss and health products may be promoted, especially to younger audiences. Briefs and targeting stay within those policies.
Local advertising rules per market
Health advertising rules differ between Türkiye, the Gulf and European markets. We describe the general requirements in the brief; the clinic confirms specifics with its own regulatory advisor.
Approval with a clinic reviewer
A clinical or compliance reviewer joins the approval step, so that every post is checked for claims as well as brand fit.
/10 · Common challenges
Common challenges in creator programmes
Inflated engagement
Bought followers and engagement pods distort tiers and rates. Vetting checks audience-authenticity signals and engagement patterns before any offer.
Attribution gaps
Not every customer uses the code or link. We combine tracked conversions with brand-search lift, and state what is attributed and what is inferred.
How SEO Evaluate runs creator programmes across Türkiye, MENA and EMEA
Our creator network is a process rather than a list. For each programme we source creators by market and language: Turkish-speaking creators for Türkiye, Arabic-speaking creators for the Gulf and wider MENA, Persian-speaking creators for Iranian audiences abroad, and English or local-language creators for Europe. Briefs, contracts and approvals run in the creator's own language, and a native reviewer checks disclosure wording and claims per market.
We operationalise the relationship end to end: outreach, negotiation, contracts, product logistics, payment schedules, approval, a rights registry and reporting. Your team sees a shortlist, approves briefs and reviews the monthly scorecard; creator management does not sit on your desk.
Creator content rarely stands alone: the same videos feed social advertising through Spark Ads and whitelisting, long-form versions belong on YouTube, and the programme's calendar is coordinated with the editorial calendar we run for your blog and social channels. We also say plainly what we do not do: buy followers, run undisclosed partnerships, or promise reach or sales figures for a programme we have not yet measured.
/12 · Relevant industries
Industries where creator programmes matter most
Clinics and health tourism
Patient-journey and expert creator content with clinical review, in the languages your patients speak.
E-commerce and consumer brands
Demo, review and offer content linked to TikTok Shop, Instagram Shop and tracked codes.
SaaS and apps
Use-case explainers and tutorials measured on tracked sign-ups and trials.
/13 · Frequently asked questions
Influencer marketing: frequently asked questions
What does an influencer marketing agency actually do?
It runs the programme between brand and creators: defining the audience, vetting creators, writing briefs, negotiating contracts and usage rights, coordinating production and approval, amplifying the best posts with paid budget, and reporting results per collaboration. The brand approves the shortlist, briefs and monthly scorecard; creator management sits with the agency.
How are creators selected?
By audience fit first: where the audience lives, which language it speaks, what it is interested in and whether it buys from creators. We then check engagement quality, content tone, previous brand work and competitor conflicts. Follower count sets the tier and the rate, not suitability.
Micro or macro: which tier should we use?
Most performance programmes are built on micro and nano creators: their audiences are defined and their engagement is high relative to cost, so code and link conversions are measurable. Mid-tier and macro creators are added for launches or market entry, where reach and brand association are the goal. A typical programme mixes tiers and reallocates budget monthly.
How is influencer marketing measured?
Each collaboration gets its own tracked links, discount codes and, where useful, landing pages, so traffic, leads, bookings or orders can be attributed in GA4 and in TikTok Shop or Instagram Shop. We add engagement quality, brand-search lift and the performance of amplified posts against standard ad creative, reported monthly per creator.
Who owns the content a creator produces?
By default the creator owns it, which is why usage rights must be agreed in the contract: which channels, for how long, whether edits are allowed and whether paid use through Spark Ads or whitelisting is included. We negotiate organic and paid-use rights up front and keep a rights registry of what each asset may be used for.
Is disclosure of paid partnerships mandatory?
Yes. Platforms require paid partnerships to be labelled with their branded-content tools, and advertising authorities, including Türkiye's Ministry of Trade through its influencer guidance, set out how advertising must be identified. We write the disclosure wording into the brief and check it at approval. This is practitioner guidance, not legal advice; regulated categories should have the contract template legally reviewed.
Can clinics and aesthetic practices run influencer campaigns?
Yes, within limits. Creators share their own experience without promising results or making medical claims beyond what the clinic approves; before-and-after content follows platform policy; targeting respects platform rules on cosmetic and health content; and a clinic reviewer joins approval. Local health-advertising rules differ by market and are confirmed with the clinic's advisor.
/14 · Supporting resources
Related services and resources
- Social media management (family overview)Where creator programmes sit in the social strategy.
- Social media advertisingSpark Ads, partnership ads, targeting and conversion tracking.
- Content marketing and SEO contentThe editorial calendar creator content is coordinated with.
- YouTube and video SEOLong-form creator content on YouTube.
- Clinics and health tourismCreator programmes for aesthetic and medical practices.
- ContactRequest a social media strategy review covering your creator collaborations.
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Next step
Request a social media strategy review
Tell us where you are today; we will scope the work, set priorities and outline the first 90 days together. No commitment, a written assessment.