When Influencer Marketing first started becoming a buzzword, most of the campaigns were seen as a ‘one night stand’. But as time moves on, we’re starting to notice more and more long-term relationships being formed between Brands and Influencers. Influencers are becoming the face and soul of Companies, the modern day ‘mascots’. But what is it that makes Influencers strive toward long-term partnerships? Doesn’t this prevent them from taking on different project?
Good questions, let’s answer them, shall we?
Building Authentic Loyalty
By pairing up, Brands and Influencers help give life to their advertisements. It’s no longer a paid campaign where the brand disappears from the Influencers community, but rather the brand is incorporated into the community. The followers start recognizing the brand as being inside their niche. This form of consistency naturally builds loyalty between all three parties; the Brand, the Influencer, and the followers.
This is also a good way to gain loyal customers. If the followers get in the ‘follow the leader’ mentality and see that their favorite Influencer is consuming your product/service, they would naturally want to do the same.
Maintaining Good Relationships
Influencers also have a lot to consider when taking on a Campaign. If the campaign is not done right, it has the possibility of ruining their entire career – draining countless amounts of work and dedication down the drain. So when an Influencer finds their long-term Brand, it is usually a company that they have adored, researched, and are satisfied with. With each discussion the Influencer gets to solidify the relationship with the Brand and can be sure that this is something their follow should be exposed to.
Clear Voice and Message
When the Brand and Influencer don’t know each other that well, there is bound to be miscommunication. This can have detrimental effects on the Influencer, the Brand, and on the overall Campaign (which will lower the ROI). In such occasions, the Influencers own voice can we muffled or altered, or the Brands message can be morphed or not clear.
When the two parties get accommodated with each other on the other hand, they will come to better common grounds. It will no longer seem like words are been fed into the Influencers mouth, but rather, the comments and recommendations will genuine and natural.
The Freedom of Creativity
In short-term campaigns, the Brand usually has a clear picture of what they want represented and broadcasted. In some occasions, the Brand will completely ignore any and all ideas from the Influencers. Other times the Influencers may not even feel comfortable to express their ideas. This usually stems from the longevity of the project itself. Everyone is rushing to complete it, which leaves little to no room for experimentation or brain storming.
However, in long-term partnerships, the Influencer has pre-defined project – about which they can plan accordingly. The before mentioned relationship comes in handy here too. The more relaxed the atmosphere is, the more the Influencer can feel free to pitch in – because at the end of the day, you don’t only need the message of the Brand, but the authenticity of the Influencer, for an altogether successful campaign.
It is no secret that most Influencers live off of their merchandise and paid promotions. Most of them don’t have any other jobs, other than the one’s gained though their online fame. You can imagine the frustration and stress that such circumstances must bring. So having a long-term partnership with a Brand translates to a steady paycheck for the Influencer. Long-term partnerships are usually contracted on a monthly basis, rather than a project based system. Plus, such a benefit would make Influencers strive for perfection – no one likes losing their steady paycheck, which ultimately fuels their lifestyle.
I guess when it comes down to it long-term relationships offer stability and comfort, while one-time ordeals are straight to business. Who would of thought?