Faced with the rise of influence marketing, many youtubers, bloggers or instagrammers live thanks to the content they create, and have made the profession of influencer a profession in its own right. Brands must then professionalize the way they work with them. Transparency, ease and customization have become essential elements for successful collaboration with influencers, especially if you intend to create a long relationship with them. So what should you include when you partner with influencers? Here are nine essential elements …
1. A START AND END DATE
Of course, you would like the relationship with the influencer to last as long as possible. But for any campaign, it is important to define the dates that frame the collaboration. For example, if you are paying an influencer to publish an article on their blog, specify the minimum length of time the article should be online.
2. DELIVERABLES TO BE PROVIDED
Instead of remaining generic by asking an influencer to “create content” or “promote on social networks,” define a scope of work and specific deliverables to provide. For example, “an article of more than 700 words” or “two Instagram posts with a description including the hashtag of our campaign”. Give the influencer enough freedom to bring his creativity and personality.
3. THE FORMAT OF DELIVERABLES
If you order an article about your product from a blogger, do you prefer to receive it as a Word or Google Doc? Are specific links to be included in this article?
If the influencer takes a picture of your products to publish on your social media as part of your partnership, this does not necessarily mean that you will have the right to publish it on your company’s website without crediting it. It is important to get along with your copyright partners to avoid any misunderstanding that could ruin your relationship.
5. PROOFREADING AND MODIFICATIONS
Eventually, you will want to review and make changes to the content produced by the influencer. But if you denature it too much, or do it without warning the influencer, it will be especially vexing and the collaboration will lose relevance. Be sure to specify the details of any changes you may make early in your collaboration.
6. DERIVED TERMS
Do you plan to create derived content from the work provided by the influencer, for example by making an infographic from his article or a SlideShare from his video presentation? If so, will the author have the right to request a re-reading or to make changes to these derived contents?
Your influencer has just promoted your product on their Facebook and Instagram account. It has become common today for brands to sponsor influencer publishing on social media, to reach an even higher audience. If your partnership includes this type of promotion, be sure to specify it in your partnership.
8. RELAY OF THE CONTENT
Define on which channels (social networks, newsletter, site) you want the influencer to put forward your content, and how many times. You can even specify specific days and times, if appropriate for your audience. For example, if you invite an influencer to an event, you can agree to three posts on Facebook and Instagram the week before the event, an Instagram Story for, and a Facebook post the day after.
9. MEASUREMENT AND OBJECTIVES
How will you define the success of this collaboration? The number of leads generated? Of products sold? Social sharing? Impressions? Be clear about the results you expect from this partnership. This transparency will help you maintain a good relationship.