Long-Term Partnerships with Social Media Influencers

Long-Term Partnerships with Social Media Influencers

February 3, 2016 6:00 am

How often should your brand work with social media influencers?  Is it better to only work with influencers once then move on in search of a “fresh” audience from another influencer?  The consensus among brands and influencers alike is that long-term partnerships have several advantages over one-off deals.   

  1. Making it Stick

When you hire influencers for multiple-post campaigns, they’re able to reinforce how much they love the product and continue to use it over time. If they speak about your product or service once and then never again, how likely is it their audience will give your brand a try?  There may be short-term ROI, especially for seasonally-relevant campaigns, but there will be minimal long-tail brand awareness.  

  1. Evolving Messaging and Strategy

A longer campaign also gives brands the opportunity to highlight multiple features or advantages of the product, allowing more room for the messaging to grow and evolve over time. While it’s perfectly acceptable and rational to treat the first campaign as a “trial” pending an analysis of the engagement and ROI, an ongoing campaign with a familiar face will always be more memorable and informative.

  1. Locking in Rates

As more brands look to allocate increasing funds to social media, there are two key reasons to forge long-term partnerships with influencers.  Firstly, an influencer’s viewership or readership may increase dramatically in a short period of time, causing their rates to skyrocket.  Locking in 6 month or 1 year partnerships will guarantee rates will not rise when your brand is looking to reactivate a campaign.  Secondly, many influencer’s incomes can fluctuate significantly from month-to-month.  A long-term agreement offers a steady revenue stream; a very attractive opportunity for an influencer.   Some may even offer discounts for multiple campaigns versus one campaign in order to solidify the partnership.

It’s the Small Things

Influencers love simple, personal gestures.  It illustrates to them that your brand doesn’t consider them a commodity and that you actually care.  Sending gifts for special moments in influencers’ lives — such as a birthday, pregnancy, birth, follower milestone, etc. — will only serve to deepen a long-term partnership.

Want help designing your brand’s long-term influencer marketing strategy?  Click here to contact Trending Family!

Recent Posts

 

Selecting the Right Platform for your Influencer Campaign

Influencer marketing has come a long way from its humble origins. Celebrity endorsements were the original form of influencer marketing, but the times have changed, and the world has shifted into the digital space. Now brands have begun to focus on partnering with content creators who hold sway over massive niche audiences.  Social media platforms […]

Read More
 

Creative Ways to Make Your Holiday Campaign Stand Out

The holidays are a peak time for marketing with brands from all categories wanting to get their products and services out there. The competition is hot for the highest visibility and it can often be difficult to make your way to the top. Influencer marketing is unique in that it allows brands to reach niche […]

Read More
 

How Brands Can Reach Whole-Family Demographics

Tablets and other portable gadgets have undeniably reshaped the media landscape. Mobile devices have become equally as prevalent as TVs in most U.S. households, according to a report from Common Sense Media. “Second-screen” viewing enables people to consume two kinds of content simultaneously, like watching a movie while playing a game or scrolling through social […]

Read More
 

(Influencer) Content Is King

Nearly a quarter century ago, Bill Gates declared, “Content is King.”  As played-out as his message may sound, it is perhaps truer today than it was in 1996. Though Gates correctly foresaw the rise of Internet advertising, he couldn’t have predicted the landscape we now find ourselves in – a world of ad-blockers, spam filters, […]

Read More
 

3 Quick Tips For Mother’s Day Influencer Marketing Success

Mother’s Day is right around the corner and there is no shortage of fantastic influencer marketing campaigns for us to appreciate, analyze, and learn from! Team2Moms + DSW Major holidays like Mother’s Day are a perfect opportunity to establish positive brand connotations without the need for overt product placement.  Team2Moms shared a touching post with […]

Read More
 

Does my Brand Need an Influencer Agency or Can We Just Do it Ourselves?

According to recent estimates, the influencer marketing industry is expected to hit $10B by 2020 with over 75% of marketers currently utilizing the tactic. Nevertheless, some advertisers are still wary of diving in headlong with questions lingering about ROI and overall effectiveness.  Regardless of the evolving (and sometimes unpredictable) nature of the influencer marketing space, […]

Read More
 

3 Ways to Engage Millennial Parents with Branded Content

1. Create family-friendly YouTube videos. YouTube is quickly becoming America’s most watched media platform. Today’s parents use it as a source of family entertainment. They’re looking for clean, wholesome videos that are entertaining for both themselves and their children. So, as a brand, you can choose to produce your own content that is safe and […]

Read More
 

Lead time for influencer campaigns?

STRATEGY PLANNING FAQ Q: How long, from start to finish, does a video influencer campaign take to execute? A: At a minimum: 1-2 months.  Here’s the breakdown: Find and select ideal influencers + finalize creative brief (1-2 weeks) Negotiate/execute contracts with influencers (1 week) Influencer video production and editing (1-3 weeks) Brand/legal approval on video draft + […]

Read More
 

Here are the videos that influenced families in 2017.

Family-friendly content flourished in 2017, with more millennial families than ever turning to YouTube for tips, community, and entertainment. Watch Trending Family’s 2017 highlight reel to see the branded influencer videos that engaged both parents and kids all year long!

Read More
 

Holiday Case Studies from 2016 Influencer Campaigns

Many of our clients are finalizing their 2017 holiday promotion strategies so we thought it would be a good time to share some of our most effective activations from last year. From tech, to retail, to food, we launched engaging social media collaborations, festive videos, and marketing experiences filled with seasonal magic.

Read More