What are the Operational Best Practices in Influencer Collaborations?
This concept delves into the third pillar of influencer collaborations – Operations. After covering the Analytics and Content pillars, we now focus on the operational aspects that ensure the smooth execution of influencer campaigns.
Contacting Influencers:
Initially, using agencies or tools can be efficient for sourcing potential influencer leads.
However, for repeat collaborations, direct contact is preferable. This approach offers more visibility into the influencer's schedule and allows for greater creative control over the content.
Direct relationships can foster trust and a better understanding between your brand and the influencers, leading to more authentic and effective collaborations.
Making Deals:
In the beginning, it's often necessary to work on the influencer's terms, which might include upfront payment.
As the relationship evolves, consider transitioning to a shared incentive model. This creates a win-win situation where influencers are motivated to produce content that truly resonates with their audience and drives results.
Such models can include performance-based incentives, aligning the interests of both the influencer and your brand towards the campaign's success.
Project Management and Contingency Planning:
Effective project management involves detailed planning and the ability to anticipate and handle unexpected challenges. For instance, when shipping products to influencers, include extra sizes or alternatives to accommodate last-minute changes.
Always keep a buffer for potential delays (payment delays, content production delays, content approval delays, etc.) at every step of the campaign. This ensures that your campaign timelines are flexible enough to adapt to unforeseen circumstances, maintaining the campaign's momentum.
Takeaway:
Operational excellence in influencer collaborations is about more than just managing logistics. It's about building and maintaining strong relationships, creating mutually beneficial deals, and having a robust plan in place to handle any contingencies.
This holistic approach ensures the smooth and successful execution of your influencer marketing campaigns.