Influencer marketing is on the rise, and it is one of the most talked-about & somewhat controversial topics in marketing these days. The rate of influencers for sponsored content, disclosure policies, bot followers, and performance metrics are still not clear-cut when it comes to brand-influencer partnerships. There are still no universal rules or guidelines to assist both the brands and the influencers to base their collaborations on.
Influencer marketing is an effective channel to promote and amplify a brand’s message, due to its targeted reach and the influencer’s higher degree of authenticity, compared to brand-created promotional material. However, when bot followers are on the rise and when “SOME” influencers will promote any brand for the sake of payment or free products, the success of influencer marketing campaigns will be jeopardised.
Those influencers who will stay true to their personal brand and values, invest their time creating high-quality content, and partner up only with brands that are in alignment with theirs, are the ones who will sustain and succeed in this industry.
In order to empower successful brand-influencer partnerships, there should be a clear and mutual understanding between the two parties. Brands reach out to influencers to promote their message and consider them as a marketing investment, while not all influencers are marketing professionals. Some influencers are currently charging brands as high as what a marketing agency, staffed with marketing experts, would charge to help with their marketing initiatives. If an influencer is charging the brand, there are certain checkpoints that must be marked off and results that must be delivered for the sake of professionalism. Below are top five influencer etiquette rules that should be complied with to ensure the satisfaction of both the influencers and brands in, promotional campaigns:
1) OUTLINE ALL THE DETAILS IN A CONTRACT
It’s imperative to have a contract that outlines the plan and all the expectations of the campaign Include all the approved deliverables, associated dates and expected results in the contract, prior to creating any content and have it signed by all the involved parties (the influencer and the brand). Include the payment amount, terms and due date to avoid any confusions. Make sure that what you are promising to a brand is what you can and will deliver. If you are unable to deliver the results at the end of the campaign, it is advised to set up an amount to boost and promote your content on social media. It is very easy and affordable to boots you content on both FacInstagram Instgaram to get more eyes on your content.
2) BE EXTRA DILIGENT
As a content creator, if you have many grammatical or spelling errors, or if the photos you include in your sponsored posts are low-quality, your credibility and professionalism as an influencer will be impacted in the eyes of the brand. Make sure you are meticulous in your content. It is easy to miss a few spelling errors here and there, so take advantage of tools such as Grammarly to lower the chances of making a grammar or spelling error. Always, read your blog and social media posts a few times before publishing them. Also, preview your blog post on mobile to ensure it is mobile-optimize.
3) SHARE YOUR CONTENT WITH BRANDS BEFORE POSTING
If a brand is sponsoring your content, it is advisable to share the first draft of your posts for feedback.Also, having the brand review your content is a good way for a new set of fresh eyes to edit your content. Ask the brand if the content in line with their expectations and aesthetics. However, ensure the brand is not asking you for too many changes or additional drafts, as your content might lose its authenticity and your tone of voice.
4) BE TRANSPARENT
You know your readers better than any brand. After curating and creating content for a while, you are aware what works and what doesn’t work for your audience. It is paramount to be transparent with brands about this as well. If a brand is asking you for a deliverable that you think will not resonate with your audience, be open about it from the start. Be proactive in your partnerships, and share with brands the type of strategies that you think will result in a more successful campaign, based on your in-depth knowledge of your fans.
5) SHARE RESULTS
Share the links to all your posts, after you publish them and thirty days after the launch of your content, create a performance report and send it to the brand. Not all brands will ask for a report, but if you put the time and effort to create amazing and high-quality content that generated lots of buzz and engagement for the brand, why not share the outcome with them and prove your worth. Based on the initial goal of the campaign, you might have to focus on various metrics, but the essential KPIs to include in your report are:
- Blog post views, unique visitors and Click through (CTR)
- Blog post engagement (Number of likes, comments and shares)
- Social media reach, impressions, and engagement on each of your channels
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