By: Julia Knaggs and Gillian Janicki

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The power of influencer marketing in today’s attention economy can’t be understated. Influencers have the potential to affect people’s thoughts, decisions and actions. In fact, 86% of consumers make a purchase inspired by an influencer at least once a year, according to Sprout Social. Because of this power, more and more brands are turning to influencers to get a product, service or message out in front of potential consumers. 

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It’s not only important to partner with the right influencer for your brand or product; it’s also important to make the collaboration as positive of an experience as possible. Whether influencer marketing is a tried-and-true component of your strategy or a tactic your brand is just beginning to explore, these tips can help you be a better partner to the influencers championing your brand on social media. 

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Start with your “why.”

Before you partner with influencers, you should know why you want to partner with influencers. This means having a clear idea of what you want to achieve and what you expect from an influencer partner. 

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Do you want to increase brand awareness, generate leads or drive sales? Do you want the influencer to produce more templated content to represent your brand in a particular way, or do you want to give them free rein to create content that speaks to their audience? How much input do you expect to have during the content creation process? Asking these questions in advance will help establish clear expectations and make for a better experience on both sides of the partnership.

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Be prepared to compensate influencers fairly—and on time.

Like anyone else, influencers want to be paid what they’re worth. Many influencers have a rate card that breaks down their standard price per post and platform. You may want to ask for a rate card when you first reach out to inquire about a partnership, or you may present your budget and potential deliverables first and see if they align with the influencer’s expectations. Either way, have your budget in mind and be as transparent as possible when deciding on or negotiating compensation.

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If you're seeking the most cost-effective partnership, consider influencers who offer bundled rate packages. These packages often include multiple posts at a discounted price compared to individual stand-alone posts. Additionally, partnering with nano- or micro-influencers can be very budget-friendly. These influencers typically offer lower rates and often achieve higher engagement. Moreover, research shows that 82% of consumers are highly likely to follow a micro-influencer’s recommendation compared to 72% for an average person’s recommendation. 

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And finally, when the partnership is complete, send compensation promptly (timing may vary depending on what's stated in your agreement with the influencer). Whether an influencer relies on content creation for their full-time gig or as a side hustle, a significant delay in payment can lead to frustration. Build goodwill by making the process as quick and seamless as possible. 

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Brainstorm ways to customize the influencer’s experience working with the brand.

Influencer partnerships shouldn’t be one-size-fits-all. It’s important to carefully research your influencers and learn what matters most to them. If you’re sending a PR package, tailor the contents of the package to show the influencer that your brand is really paying attention. Sending flashy, overpacked PR packages may seem like a good idea for a brand looking to make a splash, but can be interpreted as excessive or wasteful—as discussed in this video from TikTok creator Jenna Palek. 

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A recent standout example of a brand excelling in the influencer experience is the Korean beauty brand TIRTIR. In a viral TikTok, popular beauty content creator Darcei pointed out the limited shade range in a line of TIRTIR foundation. In response, the team at TIRTIR not only introduced 11 new shades, but also hosted Darcei for a tour of their office and pulled out all the stops to show their appreciation. The experience was clearly impactful for Darcei, but it also drew the attention of millions of other makeup lovers to the brand. 

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The lesson? Make your influencers feel seen and cared for, and they’ll feel even more empowered to amplify your brand! Take time to get to know the influencer before, during and after a partnership, and consider ways you can surprise and delight. 

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Balance clear communication and guidelines with creative freedom.

Clear communication is necessary for a successful influencer partnership. This includes providing a brief or brand guidelines document with clearly defined expectations for the process and deliverables. You should also share any expectations of how the influencer is to discuss or interact with the brand on social media. Taking these planning steps before diving into the partnership may take some additional time, but will enhance the experience for both parties.

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Nevertheless, balancing creativity and control is crucial. Although the brand typically has the authority to review and provide input during a partnership, showing the influencer you value their perspective and respect their style will ultimately result in the best content. The influencers you collaborate with will have a deeper understanding of their audience than you or your brand might. While you are well-acquainted with your target audience, the influencer will be the expert in creating content that will resonate most effectively with their followers.

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We hope these tips will help you make the most of your next influencer partnership and build long-lasting relationships with those serving as ambassadors for your brand. And if your brand is looking for a partner to help you navigate the world of influencer marketing, our DMs are always open.