Effective influencer marketing campaigns are a collaboration between a brand and a creator. An effective collaboration centers on good communication. From campaign objectives and content preferences to deadlines and deliverables, it’s important for both marketing personnel and influencers to keep an open dialogue. To improve influencer communication, here are some tips:
Start with an open conversation
You’ll research, find and connect with an influencer to get a conversation started. An influencer marketing platform can help you narrow your search, but when you’re ready to talk specifics, schedule a call or a video chat.
The meeting is a “get to know you” chat. A brand can ask about the influencer’s background, their audience, and discuss previous campaigns that were successful. The influencer might ask about expectations, campaign parameters and payment.
Pick a communication method
During the campaign, how will you and the influencer communicate? Whether it’s email, text, or scheduled video chats, decide how you’ll check in with each other.
If you’re using an influencer marketing platform like TapInfluence, you can communicate right in the platform. It’s fast, simple and keeps all of the comments in one centralized spot.
Brands should create a brief
After chatting, send the influencer a campaign brief. A brief outlines expectations. It should include:
- Campaign objectives
- Campaign goals
- KPIs used to measure success
- Content type
- Post frequency
- Platform used
- Dates of posts
- Any additional responsibilities
The brief provides direction to the influencer, but it shouldn’t be too rigid. Remember, it’s a collaboration. You want an influencer to have input; otherwise, the campaign could lose its authenticity.
Agree to a contract
Before any content exchanges hands, you need a signed contract. The contract builds on the brief, with more specifics and the “legalize” needed to protect a brand and influencer. The contract should include:
A content overview
Explain what kind of content the creator will provide and include timing, tone, and any @mentions or #hashtags that you’d like added. Be sure to include how the approval process works too.
Explain how your brand plans to measure the success of the campaign. Be specific. List KPIs that you plan to explore during and after the campaign.
How much will the influencer be paid? When is a payment given? Most influencers expect compensation along with any products they need to promote. Trading posts for products might happen with new creators, but it’s becoming rare. Expect to compensate influencers.
You should provide FTC rules that pertain to influencer posts, any non-compete clauses, and details about content ownership. An influencer creates the content for your brand, but ownership isn’t a given. Most contracts offer a six to 12-month “rental” of the content, giving the brand the right to use or repurpose influencer content for additional marketing campaigns for a set period of time.
Have your legal team read the contract before and after it’s signed.
Discuss dealing with “haters”
While you want to see a lot of engagement, inevitably, someone will post a complaint, a snide comment, or something 100% inappropriate. You need a plan to deal with these issues.
How do you want the influencer to respond to someone who has a critique of the product, for example? You might consider crafting a general response to negative comments, so the influencer has it ready to go when needed.
Review content before it’s published
Brands can, and should, pre-approve content created by an influencer. After providing a brief, the content you receive is likely on-point or close to it. If you’d like to see a few tweaks, request them. However, if you do ask for edits, be sure to start out with what you like about the content and then ask for changes.
You’ll get another glance at the content after edits are made. Once it looks good, give the influencer the go-ahead to post it.
Set up a post-campaign call
Ideally, the campaign will go well, and you’ll work with the influencer again in the future. Invest in that relationship with a post-campaign call. Set up a time to discuss campaign metrics, get feedback, and make notes for the next campaign.
Whether you’re new to influencer marketing or use it regularly, TapInfluence can help. The platform can help you discover new influencers, keep your workflow organized, measure a campaign’s success, and even amplify the content with promoted posts. It’s a convenient way to create and track influencer campaigns.