Influencer marketing has become an extremely effective way for brands to connect with target consumers. However, collaborating successfully with creators requires following certain guidelines. Here are the most important dos and don’ts brands should keep in mind when partnering with influencers.
Do: Clear Communication is Vital
The foundation of any good relationship including business partnerships, is clear and concise communication. When collaborating with influencers, brands should focus on setting clear expectations upfront through direct and personalized messages.
Establish Details Early On
Be sure to communicate specific campaign details, expectations and guidelines from the very start. Provide influencers with:
- Exact deliverables and content requirements
- Campaign timeline with deliverable deadlines
- Product shipment estimates if applicable
- Budget and compensation details
Giving content creator for brands all relevant information early allows them to plan accordingly.
Be Responsive to Questions
Also, anticipate and respond promptly to any questions or concerns influencers might have. Keep your answers focused and straightforward. Handling inquiries quickly prevents delays and frustration.
Do: Realistic Timelines Allow for Flexibility
When establishing campaign timelines and deliverable due dates, build in reasonable flexibility. Understand that external factors like shipping delays could affect influencers. Allow them a few weeks leeway to create and share content. Rushed campaigns put undue pressure on creators and likely won’t lead to quality outcomes. Give them adequate time for ideation and high-standard executions.
Don’t: Assume All Influencers Deliver Equal Value
Not all influencers can deliver equally valuable results. When selecting creators to collaborate with, thoroughly vet them for:
- Audience relevance – Follower demographics and interests should closely match your target consumer
- Content quality – Review previous posts for production value, creativity and brand suitability
- Engagement metrics – Look for above-average likes, comments and engagement rates
Prioritize niche-specific micro-influencers over broad celebrity influencers. Hyper-targeted content on influencer platform for brands will resonate strongest with your audience.
Do: Offer Fair Compensation for Work
Creating stand-out social content is demanding. It requires significant time, effort and creativity from influencers. Expecting free contributions in exchange for brand “exposure” will rarely work out well.
Pay or Provide Product
Offer fair monetary compensation to creators commensurate with audience size and involvement. Alternatively, provide free products with the expectation of organically earned media content. Unpaid posts should be voluntary.
Ship Products to Simplify Logistics
When possible, ship products directly to influencers to simplify logistics. This allows creators to seamlessly incorporate your brand into relevant lifestyle content.
The key is establishing reasonable value exchange for an influencer’s time and trusting their creative expertise.
Don’t: Make Inflexible Demands
Avoid making strict demands or assigning unreasonable requirements without input from the influencer. Their creative perspective and understanding of their audience may provide valuable insights. Maintain openness to ideas and be willing to compromise. Forced or overly demanding brand guidelines usually lead to lower-quality outcomes that don’t resonate with target consumers. Prioritize collaboration over control.
Do: Focus on Mutual Benefits
The most successful collaboration partnerships are built on mutual understanding and respect between brands and influencers. Keep creator needs and incentives in mind, not just your business objectives.
With open communication channels, fair value exchange and realistic expectations, influencer marketing can drive incredible ROI. By following these best practices, your brand will be well on its way to developing authentic connections with your consumers.
