Collaborating With Influencers - What You Should Do
Tanel Vetik
Head of strategy
Influencer collaboration often happens spontaneously, when businesses don’t have the time to get the most of it. Here’s what you should do.
It’s all about creative lifetime value. You don’t want to pay for this service and get a one time thing in return. Did you know that you have every resaon to agree with the influencer on who owns the creative rights? You should do this before ay collaboration takes place.
It is in your interests to get the rights to this creative (I recommend using a contract before starting work on projects). This helps make sure you are protected and the influencer is aware of their rights as well.
This is important because there are tons of opportunities for you to use this creative. Use them on your website as customer testimonials when selling products, use them in email marketing, post on social media as part of a larger project, etc. The opportunities are endless with influencer collaboration.
Collaborating With Influencers - What You Should Do To Get The Most of It
Tanel Vetik
Head of strategy
Influencer collaboration often happens spontaneously, when businesses don’t have the time to get the most of it. Here’s what you should do.
It’s all about creative lifetime value. You don’t want to pay for this service and get a one time thing in return. Did you know that you have every resaon to agree with the influencer on who owns the creative rights? You should do this before ay collaboration takes place.
It is in your interests to get the rights to this creative (I recommend using a contract before starting work on projects). This helps make sure you are protected and the influencer is aware of their rights as well.
This is important because there are tons of opportunities for you to use this creative. Use them on your website as customer testimonials when selling products, use them in email marketing, post on social media as part of a larger project, etc. The opportunities are endless with influencer collaboration.
Influencer collaboration often happens spontaneously, when businesses don’t have the time to get the most of it. Here’s what you should do.
It’s all about creative lifetime value. You don’t want to pay for this service and get a one time thing in return. Did you know that you have every resaon to agree with the influencer on who owns the creative rights? You should do this before ay collaboration takes place.
It is in your interests to get the rights to this creative (I recommend using a contract before starting work on projects). This helps make sure you are protected and the influencer is aware of their rights as well.
This is important because there are tons of opportunities for you to use this creative. Use them on your website as customer testimonials when selling products, use them in email marketing, post on social media as part of a larger project, etc. The opportunities are endless with influencer collaboration.
Influencer collaboration example: content creation
One of the most popular forms of influencer collaboration. The influencer produces content (images, videos, reels, reviews etc.) and the creative rights to this content are handed over along with the creative itself. Very straightforward. You could choose to have the influencer post this content on their feed, but it’s not really the main objective of this collaboration.
The influencer is rewarded with either the product itself or they will be paid per post or video. They will produce this content based on the directives from us or the client. Depends on client preference. There are often multiple influencers at any given time and the client simply does not have enough time to arrange all of them.
What you could get from this:
- Relatable product imagery to use as client testimonials on your ecommerce page.
- Photos and videos of people using your product/service to generate additional trust for your future clients.
- Content for email marketing.
- Content for social media posts and adverts.
- Design elements for brochures, e-books etc.
- Brand recognition from working with big industry names and celebs.
Influencer collaboration example: one-time promotion
Works brilliantly for short duration events, such as Black Friday, clearance sales, new product launches, etc. You want to appear on as many mediums as possible and combine influencer feeds with other advertisement channels. Get the word out there.
High short-term reach, high brand awareness for short time, and large numbers of website visitors. For about £600 you can get around 135K targeted views.
This sort of marketing campaign is often done with 10-15 micro to small size influencers (2K – 10K followers), because they have much higher follower engagement rates (5-10% compared to 50K+ follower influencers, whose engagement rate is below 1.5% on average).
Influencer collaboration example: brand ambassadorship
This is essentially a one-time promotion, repeating over a long period of time. Such collabs are often made under agreements or contracts, as you don’t want your brand ambassador to be working with other competing brands or have too many collabs at any given time, diluting the effect and engagement of your projects.
Finding your brand ambassador is hard. They need to:
- personally match with your brand values;
- not have too many collabs already lined up;
- be willing to dedicate their career to your brand;
- have a follower base that matches your client persona.
- be passionate about what they are promoting.
That’s a lot of points to cover.
Naturally, they don’t need to cover all five if you are willing to test them out first and see where things take you. They are people too and are happy to negotiate deals.
Influencer collaboration example: video projects
This style of collaboration can be a bit tricky. Or expensive. Depends who is the project manager and how grand the video is going to be.
It could require additional set help, needing to rent specialist equipment, and then there’s the question of editing.
We recommend starting out with one frame videos, where the influencer is either sitting down or standing up, and presents their content head-on. Add a bit of B-roll, some fancy transitions, and beautiful captions. Voila!
Influencer collaboration example: story, reels, and shorts collab
This type of project is generally the cheapest one. Influencers will use your products, visit your establishment, or mention your brand in one (or more) of their regularly uploaded stories, reels or shorts. These disappear after a certain time, never to be viewed again. Kind of poetic, right? 🙂
Out of all other mediums, these offer the most real estate for brands to be shown to the follower base. It is something of a casual shoutout about a product or brand.
We always brainstorm with the client beforehand to have a content plan on how to make the most of these shorts, reels, or story posts. The influencer will have some brand guidelines, along with a general idea of how the product or service should be presented. We prefer to leave some creative space for the influencer, as they know their audience the best. Plus, it helps keep things organic.