The influencer marketing industry is ever evolving, and it is important to remember that content creators are not advertising space, they are strategic partners who are real people. TBP work with both brands and influencers on a daily basis, and always want to ensure that both parties are creating the best possible relationships with one another to see the very best results. In this weeks blog, we want to guide brands on how to create and maintain long lasting relationshipswith influencers, to help achieve successful influencer marketing campaigns going forward in 2019.
1. Work with relevant creators
Relevance is the most important factor when working with content creators. Audiences are incredibly perceptive and aware when content is unnatural or if something looks forced. Using influencers that are not relevant to your brand can damage your image rather than increasing brand sentiment. Matching your brand with relevant influencers will allow for natural integration, where a brand and the influencer will gain equal benefit. Once you’ve found creators that are the right match for your brand, why not build that relationship further and make them an ambassador? It has recently been reported that 49% of content creators are keen to collaborate on more than one occasion if the right opportunity presents itself. This in turn can build customer trust in the right way and enhance the relationship further between a brand and a creator.
2. Always be transparent
It is important that brands are clear when it comes to their campaign brief and requirements, and to outline their expectations from the very beginning. Transparency can greatly improve relationships and make running campaigns seamless and efficient. By making things clear from the start, such as the creative vision, the deadline and the type of content you wish for the creators to produce, it will help to clarify the schedules of both parties and create a fixed timeline of content delivery to prevent any miscommunication.
3. Allow creative freedom
It is important to remember that influencers have built their following on their creativity and influence in a certain niche, whether that be fashion, beauty, fitness or food. By introducing 'loose' content guidelines allows a creator to have their own creative spin on the content they will produce with a brands product or service. As consumers are becoming savvier when it comes to influencer marketing, content creators need to create more engaging content to entice their audiences. Influencers are only as powerful as the influence they have over their audience, and a brand should not inhibit this.The purpose of influencer marketing is to come up with creative solutions to advertise a brand, thereforerestricting any creativity can ruin the authenticity of a campaign.
Here at TBP, we have a team of experts that are on hand to execute influencer campaigns from start to finish; brainstorming ideas, creating briefs, sourcing the creators and making sure the content goes live for you. Please feel free to get in touch with today to help improve your marketing efforts in 2019.