How do influencers get noticed by brands?
Brand deals and influencers go hand-in-hand, but how do these types of partnerships form? It’s a question we admittedly don’t get a lot, but one we wanted to write about anyway because we know that a lot of folks interested in the industry may be curious — or maybe they haven’t thought about it at all?
Let’s dig in.
The approach
There’s a little something in the business we call “the approach”. That is, someone approaches the other party to initiate a collaboration. Many times, this is the brand or agency representing the brand approaching the influencer. But other times, it’s just the opposite; sometimes the influencer reaches out to the brand and kindles a relationship that way. In either case, they’ve noticed each other and can hopefully work collaboratively in the future.
Brand or agency notices influencer
Many brands rely on agencies such as Dalton Street to handle much of their influencer marketing needs. So when that happens, we are always on the lookout for creative talent that can help bring a brand’s campaign to life. We spend a lot of time on social media finding the perfect creators. We explore various niches, evaluate personalities, and even try to get to know a creator’s audience when we engage an influencer for a campaign.
We are particular adept at doing this on YouTube because we absolutely love the platform and the creators on it. So when we receive campaign details from a brand, we know our top mission is to find the very best creators to support that campaign.
Increasingly common these days are brands setting up their own influencer marketing departments, so it’s becoming incredibly common for a brand to reach out directly to a content creator to propose taking part in a campaign. Brands are investing millions in setting up these departments because influencer marketing has become such an important part of their marketing strategies.
The collaboration
Once the initial contact is made, the next step is collaboration. This phase involves detailed discussions where both parties share their visions and expectations. It’s about finding common ground and ensuring that the partnership aligns with both the brand's objectives and the influencer's content style. Contracts are drawn up, detailing deliverables, timelines, compensation, and any specific requirements.
Negotiation and agreement
During the negotiation stage, it’s crucial for both parties to communicate openly and transparently. Influencers should feel comfortable discussing their rates, while brands should be clear about their budget and what they hope to achieve from the collaboration. This stage can involve some back-and-forth, but the goal is to reach a mutually beneficial agreement.
Content creation
Once an agreement is in place, the fun part begins: content creation. Influencers use their creativity and unique voice to craft content that resonates with their audience while also fulfilling the brand’s objectives. This could be in the form of videos, blog posts, social media updates, or a combination of various content types.
Approval and publishing
After the content is created, it usually goes through an approval process. Brands review the content to ensure it aligns with their guidelines and objectives. Influencers may need to make revisions based on feedback. Once approved, the content is published on the influencer’s platforms at agreed-upon times, maximizing reach and engagement.
Monitoring and reporting
The final stage involves monitoring the performance of the campaign. Both the brand and the influencer keep track of key metrics such as engagement rates, click-through rates, and conversions. This data helps assess the campaign’s success and provides valuable insights for future collaborations.
Building long-term relationships
Successful collaborations often lead to long-term relationships. Brands and influencers may choose to work together on multiple campaigns, creating a sense of continuity and deeper connections with the audience. Long-term partnerships can also lead to more authentic and effective marketing, as the influencer becomes a trusted ambassador for the brand.
In conclusion, while the process of forming brand-influencer partnerships can vary, the core elements remain the same: approach, collaboration, negotiation, content creation, approval, monitoring, and long-term relationship building. Understanding these steps can help both brands and influencers navigate the world of influencer marketing more effectively.
