What Makes for a Successful Influencer Collaboration?

February, 23, 2022

What Makes for a Successful Influencer Collaboration?

Nowadays, the word “influencer” is part of most people’s vernacular. Ten years ago, however, this wasn’t the case. Influencer collaborations as a marketing vehicle have skyrocketed over the last decade, primarily because it plays heavily on the age-old tactic of word-of-mouth marketing. At the onset of influencer marketing’s rise to prominence, many consumers felt strongly connected to their favorite influencers. They viewed influencers as their trusted friends and not the digital billboards many argue they’ve become. Say what you will about influencer marketing, but you can’t argue with its popularity among marketers. Influencer marketing has become stronger than ever; an industry which is set to hit $15 billion in 2022. Influencer marketing isn’t going away anytime soon. Yet, there’s still a huge missed opportunity within influencer collaborations, and many brands are not utilizing those relationships to their full potential.

What Makes for a Successful Influencer Collaboration? 

What is it that constitutes a successful collaboration? Is it a boost in followers? A brief spike in traffic to the website? Is assigning a CPM or a “media value” the best way to measure it? Is it bottom-line sales? Some brands are just happy to know that their brand is being showcased in front of a targeted audience.

All of these components are important, and we don’t mean to trivialize them, but if they’re the only things you’re focused on, you might be shortsighted. The value of the influencer-generated content and its reactivation across marketing channels is criminally underrated and should be the central component of brands’ influencer strategies. Many of the complaints around influencer marketing are that it can seem like a flash-in-the-pan approach. Brands grow frustrated when they spend a valuable budget on an influencer collaboration, and, poof, it’s over. Sometimes, it can be successful in hitting your KPIs. Many times, it is not. It’s important to understand that influencer content has a long lifespan past a one-time post and can be used to drive results when repurposed correctly.

It’s not uncommon for brands to spend hundreds of thousands of dollars annually on professional photo and video shoots. Somehow, they still find themselves starving for content. On top of that, many see their stock creative growing stale and underperforming. Turning to lower-priced influencer content and empowering highly creative influencers to be visual storytellers on behalf of the brand can fill the content gap and boost content performance.

Putting a Bow on Influencer-generated Content

Today’s demand for content is historically the highest it’s ever been. Digital consumption is up, screen time is up, and traditional marketing content is becoming less effective in this highly saturated market. For brands to stand out, they need to serve highly relevant content at every step of the buyer’s journey. The challenge lies in the fact that in-house content often lacks authenticity and is challenging to scale. Influencer-generated content is the solution to this challenge.

Influencers, aside from being great brand megaphones, are incredibly talented content creators who can tell your brand’s story in a way that’s authentic and relatable. Framing influencer collaborations as long-term content suppliers will help you get the most out of your influencer strategy and connect with consumers on multiple channels.


Source: Influencer Marketing Hub


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