The Nest

Maximizing Growth & ROI in Influencer Partnerships… Without Getting Burned

In the fast-paced world of social media marketing, influencer partnerships have become a highly valuable asset. Influencer collaborations offer a chance to cross-pollinate with audiences outside of your own. With all great rewards, however, there will be risks. Knowing how to work with influencers is essential, but you must be savvy and ensure you’re not being taken advantage of before agreeing to a collaboration with any content creator.

This blog post will explore critical points to help you navigate influencer partnerships, how to work with influencers, and how to ensure you get the recognition and benefits you deserve when working with influencers in your space or another.

Clarify Usage Rights for Influencer-Produced Imagery:

Imagine capturing incredible moments during an influencer’s visit, only to realize later that you have limited rights to use those images. To avoid such disappointments, have an open conversation about usage rights. Ensure you can use the imagery across all platforms, including your website. Additionally, understand the duration for which you have legal rights to use the images, as some photographers may grant licensing rights for only a limited period, typically one year.

Set Clear Content Delivery Expectations with the Influencer or Content Creator:

Patience may be a virtue, but when it comes to content delivery from influencers, waiting indefinitely isn’t ideal. To avoid unnecessary delays, how you work with influencers is important. Establish a timeframe for content delivery. Setting clear expectations increases the likelihood of receiving content sooner, if not right on time. This will help you stay organized, plan your marketing campaigns effectively, and seize opportunities when they arise.

Emphasize the Use of Company Hashtags and Handles in Third-Party Posts:

In the vast realm of social media, hashtags and handles are beacons that guide audiences to your brand. The same as SEO on a website, they are the keyword social media platforms use to find your brand or service. When collaborating with influencers, ensure they understand your expectations regarding using company hashtags and tagging company handles in their content. By doing so, they will not only increase brand visibility for your company, but also foster engagement and facilitate effective tracking of campaign performance.

Discuss Collaborative Content Opportunities Ahead of Time:

Collaboration is the magic ingredient that transforms a mere partnership into an extraordinary experience. When engaging with influencers, explore the possibilities of collaborative content. Express your desire to work together to create unique and engaging content that benefits both parties. By leveraging the influencer’s creativity and loyal following, you can amplify your brand’s exposure and forge lasting connections with new audiences.

Encourage, or Better Yet, Contractually Oblige Story Tagging for Reposting:

Stories are snapshots of captivating moments that vanish all too quickly. Encourage influencers to tag your company in their stories to make the most of these ephemeral gems. By doing so, you can repost their content, extending its reach and generating additional engagement. This reciprocity not only benefits your brand but also strengthens the influencer’s connection with their audience.

Define the Scope of Deliverables Up Front:

To avoid misunderstandings, clearly define the scope of deliverables with the influencer. Specify the types of content the influencer is to produce (e.g., photos, videos, blog posts) and the quantity expected. This ensures both parties have a shared understanding of what is required and reduces the likelihood of unmet expectations. If compensation is involved, ensure there is clear language around deliverables prior to issuing payment. 

Discuss Exclusivity and Competitor Collaborations If Necessary:

If exclusivity is a concern for your brand, address it upfront during your discussions with the influencer. Determine whether they have existing partnerships with your competitors or are open to exclusivity agreements. This ensures that your collaboration remains focused and aligned with your brand’s positioning. 

Establish Communication Channels and Frequency:

Effective communication is vital for successful influencer partnerships. Discuss the preferred channels of communication (e.g., email, messaging apps) and agree on a frequency of updates. Regular communication lets you stay informed about progress, promptly address concerns, and maintain a strong working relationship.

Always Track Influencer Performance Metrics and Analytics:

To measure the success of your influencer partnerships, establish a system for tracking performance metrics and analytics. Discuss with the influencer the key performance indicators (KPIs) that align with your marketing goals. This helps you gauge the impact of the collaboration and make data-driven decisions for future partnerships. 

Negotiate Compensation and Value Exchange:

While influencer partnerships often involve non-monetary compensation, such as product samples or experiences, it’s important to have a clear understanding of the value exchange. Discuss compensation options and ensure that both parties feel adequately rewarded for their contributions. This helps maintain a fair and mutually beneficial relationship for both parties.

Address Post-Campaign Obligations, If Any:

Once the collaboration ends, there may be certain post-campaign obligations to fulfill. These can include providing feedback or testimonials, participating in follow-up promotional activities, or assisting with case studies. Clarify these expectations in advance to ensure a smooth transition and wrap-up of the partnership.

In Conclusion, Don’t Shy Away from Influencer Partnerships to Help Generate Content & Boost Audience and Brand Reach:

Every influencer partnership is unique, and additional points may be relevant based on your specific goals and requirements. Adapt these suggestions to suit your brand’s needs and create a comprehensive guide that helps you make the most of your collaborations.

When conducting influencer partnerships, it’s crucial to protect your interests and ensure you receive the recognition and benefits you deserve. By following the friendly guidelines discussed above, you can confidently navigate the influencer landscape, maximizing your collaborations’ impact. A digital or influencer marketing agency can also help simplify and streamline these tasks. 

Remember, clarifying usage rights, setting clear content delivery expectations, emphasizing company hashtags and handles, exploring collaborative content opportunities, and encouraging story tagging are essential steps toward getting what you deserve from influencer partnerships. Stay empowered, seize opportunities, and enjoy the journey- content creation is fun and beneficial for all parties involved!

 

If your company or brand could use a hand in any of the steps above, or simply looking for a consultation, Avian can help.

Avian Creative is a full-service digital and influencer marketing agency, and has created first-party written, visual, and video content for brands across North America, as well as negotiated content on behalf of brands with influencers in their space. Learn more about how we can boost your brand visibility with social media marketing, content creation, or consultation here

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