Would you like to be an influencer and have already built up a community, but don’t know how to land brand deals and what should be considered in general? We’ll help.
The search query “How to become an influencer” spits out around 217,000,000 results on Google. The tips given there, however, relate more to building a community, i.e. the basis for being able to earn money at all. But these to-do lists do not prepare you for how you can actually negotiate with brands or what opportunities there are on Instagram to make money. The influencer marketing agency has now tackled this problem Captiv8 accepted and published a playbook for all aspiring influencers.
The following questions, among others, are answered:
- What kind of collaboration do you have with brands?
- How do negotiations work?
- What do you have to observe legally? Keyword: rights of use
- How do brands measure the success of your posts?
- What does the future of the industry look like?
The classic: Sponsored Campaigns
Working with brands, there are several ways that aspiring influencers can make money. The best known and most used of them is probably the sponsored post. The influencers post previously agreed content in their feed or stories and refer to products or offers from the brand partner. These must always be clearly marked as advertising.
Der Underdog: Affiliate Marketing
“I still have a code for you”: Admittedly, affiliate marketing is a little frowned upon by some people, probably because there was no correct labeling here for years. In fact, many YouTubers and Instagrammers can generate their regular income through affiliate links. Influencers are paid depending on the conversion. In the playbook it says:
Affiliate marketing is a performance-based campaign that largely relies on conversions. Brands will generate personal links or codes for creators to promote and earn commission on direct sales that they generate.
Interestingly, Instagram is currently working on its own affiliate model that would allow creators to add affiliate links to their own story without first entering into negotiations with the company.
With a fun factor: competitions or give-aways
In competitions or give-aways that brands organize together with an influencer, both sides benefit from each other in different ways. The brand can usually use the influencer’s reach and generate attention among their followers. The influencer, on the other hand, basically benefits from the commitment and from the fact that the followers are happy that they can win something.
The long-term: Long-Term Ambassador
As an ambassador for a brand, you enter into a long-term cooperation, which usually goes hand in hand with a higher degree of exclusivity. After all, official faces for one brand shouldn’t advertise ten others. As a brand amabassador, you are also involved in a campaign that repeatedly requires content creation over several weeks and months, possibly via several channels.
For the successful: Product Collaborations
Product collaborations are usually reserved for very large influencers, but for the sake of completeness they should not be missing here. In these collaborations, influencers design their own product lines together with a company and market them.
And what now?
Once you’ve landed the brand deal, the next part of the job begins. First of all, you should find out which advertising labeling guidelines apply in your country. Then you have to clarify a few points with your partner company. In most cases, this also includes a written contract. The final product, the contract period, the feedback loop and whether there are any additional conditions should be discussed.
What is delivered where? It seems to be common sense, but of course you should definitely record what exactly is asked of you. This includes the type and scope of the content and on which platform it is posted.
How long is the contract valid? Some parts of the contract, such as a confidentiality clause, may apply beyond the normal contract period. Make sure you understand how long the contract applies to you.
How long does the approval take? Brands will want to approve the content you create before you post it. Ask how long this usually takes and use it as a guide when creating your content.
Are there any additional requirements? This will usually not be the case with a sponsored post, but with long-term partnerships there may be additional obligations, such as participating in a workshop or appearing at an event. Clarify these requirements in advance.
Certain formulations could appear in the contract, which Captiv8 breaks down below.
- Compensation structure: „Standard campaigns should pay influencers upon completion of their creative content. However, some brands may offer to use unique payment options. Make sure that the compensation structure is set up in a way that treats you fairly as a creator.“
- Compensation timeline: „It is important for brands to note the payment period and duration. Make sure it is clearly stated by which date or by what increments you will be compensated.“
- Usage rights: „Brands may want to repurpose the content you’ve produced on their various other marketing initiatives. Usage rights allow you to license away the usage of your own content to brands. Depending on the platforms they are posting and whether they decide to do organic or paid repurposing, you could be compensated more for royalties.“
- Exclusivity: „For the quality and performance of campaigns, brands may ask you to refrain from collaborating on other initiatives during the contract period. Make sure the contract clearly notes the exclusivity terms and duration!“
How was I
At the end of the campaign, most brands will want to look at the key metrics. If you’ve properly marked them as a Branded Content Partner in a feed post, they will have access to this data anyway. They are mainly interested in the following metrics:
- Impressions: Not to be confused with range. Impressions show how often the content was seen.
- Engagement: Likes, shares, saves, all these user activities in the mail are worth their weight in gold.
- Plattform-Performance: Each platform works a little differently, so brands will pay attention to different things on Snapchat than they do on Instagram.
- Audience Sentiment: This tries to determine how sympathetic your followers are towards your content.
- Earned Media Value: Ultimately: Was the cooperation worth it because enough recommendations, shared content or conversations about the brand were measurable?
In all of your communications with a company, you should make sure that you remain polite and professional. A long-term partnership could result from this. But even if you don’t want to work with the brand again, you never know what the consequences of a bad collaboration can be.
Influencer marketing on the company side
And on the other hand, too, it is slowly becoming clear that it is important to have people in the company who deal with influencer marketing. Because anyone who works with influencers has several interfaces with them, explained Quentin Bordage, Founder and CEO of Kolsquare, opposite OnlineMarketing.de:
Influencer marketing is an independent domain that today affects all levels of a company, such as communication, marketing, branding and also the overall business strategy. Since 2018, companies and agencies have had dedicated influencer functions with increasingly experienced and specialized profiles. The C-level of companies is now slowly realizing that influencer marketing is a sustainable lever.
Influencer marketing will play a growing role in many companies and accordingly also require new positions. It is therefore important for both sides to learn how to deal with one another and to enter into negotiations in an informed manner.
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Source: OnlineMarketing.de by onlinemarketing.de.
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