INFLUENCER MARKETING
Creators Specialist runs influencer campaigns for brands in Lebanon and the GCC — finding the right creators, negotiating the deal, briefing the content and measuring what it actually produced.
We also work on the other side, consulting for influencers and models who are building this into a career.
Most influencer campaigns fail at the first step, not the last. The brand picks the creator with the biggest number.
Follower count is the least reliable figure on the page. It can be bought, it can be inherited from content that has nothing to do with your product, and it tells you nothing about whether the audience is in your city, in your price range, or paying attention. We have seen accounts with 200,000 followers produce fewer sales than accounts with 8,000.
What matters is whether the audience overlaps with your customer, whether they trust the person, and whether the content is allowed to sound like the creator instead of like your press release. Get those three right and the campaign works at a fraction of the budget.
We verify the audience before we recommend anyone, and we hold the brief tight enough to protect the brand while leaving the creator enough room to sound like themselves.
Creator research and vetting. We check audience location, age, real engagement and the accounts they have worked with before. Bought followers and engagement pods are visible in the data if you know where to look, and we look before we recommend anyone.
Negotiation and contracting. Rates, deliverables, exclusivity, usage rights and timelines agreed in writing before anything is produced. Most disputes we are asked to clean up came from a campaign agreed over WhatsApp.
Briefing and content approval. A brief tight enough that the product is represented correctly and loose enough that the content still sounds like the creator. Approval happens before posting, not after.
Paid amplification. The best-performing creator content is worth running as an ad from the creator's own account. That usually outperforms the brand's own ads, and it is the step most campaigns skip.
Model and talent booking. Faces for shoots, events and campaigns, booked with the usage rights written in so the images do not expire on you a year later.
Reporting. Reach, engagement, traffic, saves, and where we can track it, sales. Measured against what the campaign cost.
A Lebanese account with 150,000 followers may have most of them in Egypt or Iraq. That is a fine audience, but not if you run a restaurant in Jbeil. Audience location is the first thing we check and the most common reason a campaign that looked strong on paper produces nothing.
Smaller creators with a tight local audience usually produce more for less money, which is why most of the campaigns we build use several of them rather than one large name.
We also work with creators directly — positioning, content planning, media kit and rate card, negotiating with brands, and the practical side of turning an audience into an income rather than a hobby that occasionally pays.
This is advisory work, not management. We do not take a percentage of your deals, and you keep your own relationships.
Restaurants and food brands, beauty and cosmetics, fashion and retail, clinics and fitness. Food and beauty most often, because those are the categories where a recommendation from a person outperforms an advertisement from a company.
Two separate numbers: what the creators are paid, and what we are paid to run the campaign. We keep them separate and visible, so you always know what reached the creator. We do not take a commission from their fee.
Creator rates in Lebanon vary widely for the same audience size, which is a large part of what we are negotiating on your behalf.
How do you know an influencer's followers are real?
We look at engagement rate against audience size, where the audience actually is, how comments read, and how the growth curve looks over time. Bought followers and pod engagement leave a pattern. It is not a guess.
Is a big influencer better than several small ones?
Usually not. Several creators with tightly matched local audiences normally produce more, cost less and spread the risk if one post underperforms. One large name is worth it when the goal is awareness rather than sales.
Do you take a cut of what the influencer is paid?
No. Our fee and the creator fee are separate and both visible to you. Taking a percentage of the talent fee creates an incentive to book the most expensive person, which is not how we want to be paid.
Who owns the content afterwards?
Whatever the agreement says — which is why we put it in the agreement. We negotiate usage rights up front, including whether you can run the content as a paid ad and for how long.
What if the content is not what we agreed?
It does not go live. Approval happens before posting, and the revision terms are part of the contract rather than a favour you have to ask for.
Do you work with influencers outside Lebanon?
Yes, across the GCC. The vetting is the same; the rates and the platform mix are not, which is part of what we advise on.
Influencer content works best when it matches everything else you publish — see Social Media Marketing for the ongoing account, and Media Buying for running the best-performing posts as paid ads.
A shortlist with the audience data behind it, the negotiation handled, content approved before it goes live, and a report at the end showing reach, engagement and what converted — not a folder of screenshots.
An account manager who deals with the creators directly, so you are not chasing replies, renegotiating mid-campaign or discovering on the day that the content is not what you agreed.
We define the campaign goal and the audience you need to reach.
We shortlist influencers and models whose audience matches yours, and verify their real engagement.
We handle briefing, negotiation and content approval so everything stays on brand.
Reporting on reach, engagement and conversions from the campaign.
