Building a long-time partnership
Influencer management is not only about “making the deal”. Communication here holds more value as you are dealing with people on a more high-touch basis. But with the right approach, it doesn’t have to turn into a stretched-out journey.
Crafting relationships that lead to long-lasting collaborations requires time and skill.
These tips will help with your day-to-day communication, and though they may be well-known for someone who has been working in the industry for quite some time, it’s still a helpful reminder for anyone working with influencer campaigns.
Influencer management: DO’s
1. DO have a schedule
Track how well influencers meet the deadlines. Being aware which users post on-time and which ones’ tend to “ghost” whenever a deadline is approaching will help you to stay on track with your schedule and discontinue collaboration with less reliable influencers in the future.
2. DO give clear instructions
Be sure to give a clear description of what you expect your influencers to do. Not everyone has worked with brands before (especially micro-influencers) thus there’s no benchmark for them to aspire to. A simple, bullet point list should get you off to a great start.
Describe your expectations to the influencer – this will help to avoid confusion and set a standard to keep in mind while creating content.
3. DO have matching values
Influencers have a large audience because their followers have a similar lifestyle or share common values. Don’t force influencers in such collaborations that contradict their beliefs and force them lose authenticity – this would only deliver a poor results.
4. DO track performance
Tracking performance is a top priority when it comes to influencer management. Checking their audience engagement rates and the location of their followers periodically will help to ensure the quality of the campaigns long-term.
Tracking performance ensures current and long-term campaign quality.
5. DO collect feedback
Ask for feedback from the influencers – it’s a great way to collect constructive criticism that will help to improve little nuances you may have overlooked before. Additionally, this builds stronger relationships that help to make the overall process more efficient.
Influencer management: DON’TS
1. DON’T delay payments
If influencers held their part of the deal, make sure the reward reaches them as agreed upon. Delaying payments may put you in an uncomfortable position of losing credibility in the eyes of influencers.
Delayed payments and limited creativity is a deal-breaker for most influencers.
2. DON’T limit creativity
Remember why you turned to influencers in the first place: they know how work with visual content and utilize the can’t-take-my-eyes-of-you aspect. Don’t impose your own ideas – leave the creative process to influencers.
3. DON’T think that more is less
Influencer marketing is different from traditional advertising as its content looks organic. Don’t encourage to cram their post description by repeatedly mentioning the brand. In other words, let them express their personal opinion in their own speaking manner.
4. DON’T give same-category products
Influencer promoting her favorite shampoo? Great! Influencer posting 10 types of her ‘favorite’ shampoo? Not so much. Try to avoid profiles that already promoted a lot of same-category products – more of the same won’t make the new posts look credible. Find influencers whose Instagram feed has space to give your product a warm welcome.
Drop the formalities – honest interaction is key to building relationships.
5. DON’T treat influencer as an agency
Managing influencers requires a bit more human-touch. For example, micro-influencers are not used to dealing with brands, so forget the “best regards” kind of writing! Approach them on a semi-formal, even friendly basis and present the campaign as an another opportunity to be creative – as it is!
Influencer management is incredibly high-touch, however, in order to optimize the process and make it more scalable, new innovative solutions must be presented to the industry. That’s why Unboxed is creating an app that will streamline this high-touch process into a simple and easy-to-use tool that will help you connect with influencers more easily than ever!