By Laura Salas and Lucía Jiménez
When working with content creators or influencers, it’s essential to start with the essence of the term itself: individuals capable of influencing others, primarily through social media, who possess two indispensable traits—trust and humanity.
At its core, the DNA of an influencer is based on three principles: they are human, as they are people with families, friends, lived experiences, and opinions. They are also social media professionals, studying platforms as if they were their job—because they truly are! Lastly, they are community builders, with whom they maintain a strong sense of commitment and loyalty.
Influencer marketing is currently experiencing exponential growth. According to a study by Influencer Marketing Hub, more and more brands recognize its effectiveness and integrate it as a key component of their marketing strategies.
But how can you ensure successful collaborations? Here are some essential tips to consider for your next engagements with influencers:
- Consistency. Choosing who to work with should not be taken lightly. It’s not about the number of followers or whether you personally like their content. It’s about how well this person reflects your brand values.
The brand’s identity must remain intact, although it’s important for the content creator to bring their unique style. Building a relationship should be seen as a collaborative extension of the brand. Therefore, the answer to “Who should I work with?” must align with the brand’s essence.
- Digital Footprint. Assessing potential partnerships should involve a thorough evaluation of the creator’s digital footprint. Review their past posts to understand their tone and the topics they cover, and analyze how these align (or don’t) with the brand’s values. Look into their previous collaborations to see which brands they’ve worked with, their online reputation to gauge their audience’s perception, and metrics like engagement to evaluate their impact. Finally, consider their values and behaviors based on the messages they share online.
- Ongoing Monitoring. Continuous social media monitoring is essential for identifying opportunities. Micro-influencers, with their closer connections to audiences, can be strategic allies. According to Influencer Marketing Hub, demand for these profiles is growing. Collaborating with them allows brands to reach specific niches and generate more authentic engagement. It also enables real-time opportunities for spontaneous and relevant collaborations. Finding partners who reflect your values is crucial.
- A Business That Demands Clarity. Influencer marketing is a business where the brand pays a social media professional to execute a collaboration. Therefore, it’s essential to establish a formal contract outlining all key aspects of the agreement. This includes deliverables—defining the type of content to be created (posts, stories, videos, reels, etc.), the number of publications and formats—as well as confidentiality terms, delivery deadlines, content usage rights, and compensation.
- Risk is Always Present. Risk is inherent in any collaboration. While content creators bring invaluable humanity to our brands, they are also prone to mistakes. From unfortunate comments to personal crises, unforeseen events are inevitable. It’s crucial to anticipate these scenarios and develop proactive strategies to protect the brand’s reputation. Mapping potential risks and establishing response protocols can minimize negative impacts.
- Post-Campaign Evaluation. Post-campaign evaluations are crucial for optimizing future results. Mistakes such as selecting the wrong influencers, lacking clear and measurable objectives, or failing to use proper measurement tools can undermine efforts. Identifying and addressing these shortcomings is key to maximizing ROI.
Collaborating with content creators is a dynamic and ever-evolving strategy. By acknowledging its challenges and leveraging its opportunities, brands can build strong partnerships that drive growth and authenticity. Ready to make a difference? At CCK, we help you design and execute influencer marketing strategies that stand out. Let’s take the next step together!
