Remember to make sure you choose an influencer who is relevant to your brand. Why is an influencer collaboration agreement important? Your collaboration will also clarify: Who has creative ownership of the content being created Who has usage rights over this content What is expected from all parties in the agreement The expectations for the campaign Now that we've established why a collaboration agreement is essential, let's get going with how you can create one for any future influencer marketing campaigns. How to create a collaboration agreement. Combining your marketing knowledge with their influencer expertise is the best way to make the most out of your campaign. Look at your social media and website's data and establish the best time to post content. Where your influencer's content is published will depend on your brand and the types of product or services you offer. You've most likely already researched your influencer's following across various social channels, but be specific about where you want your campaign's content published. Come to an agreement with your influencer as to where the content will be promoted. The fee you agree upon in your agreement should include: Content creation Usage rights Access to your influencer's audience Finally… As with any contract, your collaboration agreement works as security for all parties involved.
Before you can agree on your collaboration terms, you need to find the right influencer. This means doing your homework to ensure the chosen influencer is consistent with your brand’s look, feel and tone. You can start by learning what other companies are doing. Research your competitors and look at other brands that aren’t necessarily competition, but share a similar demographic. Lastly, analyze the performance of your current posts and establish which ones are doing best and explore why.
Once you’ve done your homework, get to learning! Ensure you and your marketing team know about the latest tools available on various social media platforms. Look at how several companies use them and implement this into your social media marketing plan.
Now that you know what works best for your industry and brand, you can create the brief for your influencer marketing campaign. It’s important to consider giving your influencer a high level of creative freedom. Instead of setting strict guidelines, give them a mood board that demonstrates the general vibe you want to follow.
Remember to make sure you choose an influencer who is relevant to your brand. Choosing the wrong one could be extremely expensive, so it’s important you get it right the first time. If you’ve chosen your influencer and have established your campaign strategy, it’s time to get to grips with your collaboration structure.
Why is an influencer collaboration agreement important?
It’s likely you and your chosen influencer have a lot invested in your newfound relationship. Aside from money being on the line, you both have a reputation to withhold, loyal followers you want to keep happy, and sales to maintain.
An influencer collaboration agreement is important for the same reason a contract between an employee and company is: to protect the interests of all parties involved. Your collaboration will also clarify:
- Who has creative ownership of the content being created
- Who has usage rights over this content
- What is expected from all parties in the agreement
- The expectations for the campaign
Now that we’ve established why a collaboration agreement is essential, let’s get going with how you can create one for any future influencer marketing campaigns.
How to create a collaboration agreement.
The expectations you have for your influencer marketing campaign should align with your brand’s marketing processes. It’s important to remember that you’re investing a lot of time and money into your campaign, so expecting incredible results from a few simple Facebook posts won’t cut it.
Aside from thinking of other tasks for which you could leverage your influencer, create a two-way relationship whereby your influencer becomes part of your team, rather than just another marketing tool. For example, your influencer could help you by:
- Creating content for a new product or service launch
- Sharing posts and images that are relevant to your chosen campaigns
- Attending both digital and in-person events you plan on hosting or sponsoring
- Answering product questions
- Gathering feedback on your various promotional messages to establish which ones are most powerful
- Providing ideas for product or service improvements
- Voting for new product designs
- Sending out social media surveys
1. Tell them about the content you expect them to produce.
Yes, giving your influencer creative freedom is recommended, yet you still need to offer a level of guidance so that they can get a feel for your brand image. They also need to know what does and does not work for you to avoid any mistakes.
Think about the type of content you want them to produce. Do you need a combination of blog posts and imagery? Or do you feel short, yet engaging posts with high-quality media would have more of an impact on your audience? Combining your marketing knowledge with their influencer expertise is the best way to make the most out of your campaign.
Once you’ve agreed on the type of content you want published, decide on the frequency. Look at your social media and website’s data and establish the best time to post content. From there, ask your influencer to provide you with an adequate number of posts for your own channels and combine that with a specific number of posts…