“93% of marketing professionals use influencer marketing to increase brand awareness, build trust, reach their target audience, drive conversions, and connect to a wider market” (Influencer Marketing Hub). We know we work with content creators every day as well as influencers. Brands using real people to get their name out there to the right audience are really on to something. We may be biased since we know the power of UGC ad campaigns firsthand, but we want to chat a little about the importance of creating a relationship with creators that will last a long time. Successful creator-brand relationships are no different from any other and must be nurtured. They’re very valuable for both parties involved. The brand gets to spread awareness while the content creator also gets cross-promotion to increase their brand awareness as well. It’s important to keep the collaboration positive. Here are some tips to create and foster a great brand-creator relationship.
1. Check-in: check in with them often and show your appreciation for them. Communication is vital!
2. Communicate clearly: make sure that you provide them with concise and detailed briefs on what you need from them. This will lower any mistakes from confusion and streamline the work process.
3. Don’t micromanage: you have to trust them. Treat them as if you understand that they’ve worked hard to build their content brand and know what they’re doing. There is a reason that you chose them to collaborate with. Don’t lose sight of that.
4. Compensation: be on time with payments and make sure that you’re paying them accordingly. You show them that you value their work and will build greater trust between you both.
When both sides are happy the relationship will continue to be productive and reciprocal. This collaboration has become a large part of marketing strategies for most brands. With happy creators, the content they create will be meaningful. You will see in the content’s quality that they are fully invested in the brand.
