Checking Instagram, scrolling through Facebook, reading news and watching videos can bring a constant stream of content into your day. How much of it do you trust?
Creators can build trust over time by consistently producing interesting, enjoyable and useful content. That is one reason brands work with influencers to reach an audience. But a successful collaboration needs more than reach. These five points explain what to consider.
1. Do not treat influencers and journalists as interchangeable
Consider the automotive industry. A specialist journalist may test a car in detail, assess it critically and compare it with previous models and competitors. An automotive creator may do something similar for an audience of car enthusiasts.
If you want to reach people outside that group, however, you need a different approach. Look for creators whose content connects with the interests and lives of your intended customers.
A historical example from the original 2018 article was Subaru’s #MeetAnOwner campaign. It involved more than twenty creators, from adventurers to comedians, each with a relevant connection to the brand. A companion website connected potential buyers with existing owners. The emphasis was on experience rather than technical specifications.
2. Agree terms before sending products or gifts
Newsrooms have policies governing gifts and editorial independence. Creators also have their own conditions and commercial arrangements. Sending a product does not automatically create an obligation to publish.
Some creators prefer payment for an agreed assignment rather than receiving a gift. Contact suitable partners before sending anything. Understand their expectations, discuss the proposed work and decide how to use your budget. Make the nature of the relationship clear to the audience.
3. Adapt event and press-trip schedules
Journalists and creators may need different things from the same event. During a Microsoft and Alcantara trip to Milan for the Surface Laptop and Pro launch, the creators who joined us invested considerable time in filming their experiences.
One creator filmed an entrance to the Alcantara concept store several times to get it right. Just as a publication protects its editorial quality, a creator wants footage that meets their standards.
When planning a trip for both groups, allow separate activities or sufficient time for their different needs. A rigid schedule can prevent people from producing their best work.
4. Look beyond headline numbers
Large reach does not guarantee that you will reach the right audience. Look for a fit between the brand, the creator and the people who follow them. Review meaningful engagement and the kind of content that resonates.
Leave room for creativity. Asking a creator simply to reproduce your own content can make the result less authentic. In a paid partnership, agree deliverables, formats and relevant tags while respecting the creator’s voice.
5. Discuss reuse in advance
A favourable review or an award does not automatically give a company unlimited rights to reuse an outlet’s name, logo or material. Similarly, do not assume you can republish an influencer’s content in any context.
Some creators welcome sharing through a brand’s channels, while other uses require a separate agreement. Agree the intended channels, formats and usage rights before the campaign begins.
For more guidance, read our three essentials for an influencer partnership. To discuss your own influencer campaign, contact us.
Stella
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