Smart brands and influencers have realized that one-off influencer campaigns don’t benefit anybody. They create more work for both parties and simply aren’t as effective as long-term cooperation. Building reciprocal, long-term relationships with influencers that perform well is the way to go. But how can brands do that?
The stronger an influencer’s relationship is with a brand, the more committed and invested they will be in campaign results. When influencers love your products and love working with you, it will shine through in their work. They know that if they go above and beyond on a campaign, they will be rewarded with future projects.
1. BUILD AN AUTHENTIC STREAM OF CONTENT
For many brands this is the primary reason to work with an influencer during a long-term partnership, because the repeated endorsement of an influencer will come off as far more authentic to their audience, if they have already recommended your brand before and have established this synergy.
Your campaign will therefore generate higher engagement and appear more credible when the influencer promotes their products or brand experience because it is more natural and appears in an ongoing manner as opposed to a one-off post, which will instantly be recognised by the modern-consumer who easily alert to poorly promoted content.
2. STRONGER COMMUNICATION
An added benefit is that the more you work together, the more comfortable you will become with each other’s communication styles and expectations.
So, by forming a long-term partnership with influencers you liked from your first campaign, you’ll find a quicker experience for each brief you propose because this initial trust and transparency has been established.
This will result in a seamless approval process when receiving their content, because the brief has is completely clear and the influencer understands your goals.
3. SAVE TIME ON CAMPAIGNS
Having quality influencers who you trust involved in your roster is extremely useful when you need to execute crisis management.
They can ensure you will experience a quick turnaround for a campaign which you may need last minute, or when you simply need reliable results from influencers who can deliver successful results.
4. NEGOTIATE BETTER DEALS
Another beneficial advantage of working with influencers over a long-length of time, is that they will be more likely open to negotiating their fee’s.
Because they can trust your brand will recruit them in the future, influencers are able to be flexible with their rates, allowing you to compensate them fairly on a budget that works for your brief.
5. ESTABLISH EXCLUSIVITY FROM THE START
Fashion models alone are the second most followed account type on Instagram and are considered as powerful, pre-vetted content creators who truly understand the power of influence.
As they continue to establish their portfolio over time, working with a collective of designers, their social following will constantly arise, as will their pricing. But, by establishing long-term partnerships with this talent at an early stage of their careers, your brand will be better able to establish exclusivity and avoid competitive overlap.
The talent will, therefore, go above and beyond for your brand because you have helped build their identity, as they have helped you and they will consequently be further inclined to promote even more organic content for your campaign.
WORK WITH TRUE TALENT WHO YOU TRUST
Consequently, there are countless benefits of establishing long-term partnerships within influencer marketing.
This established relationship ensures that both the influencer and the brand have a vested interest in the relationships success and will continue to work hard together, to achieve a goal collaboratively.