Influencer Relations

These influencers are frequently seen as either authoritative or relatable figures within particular niches or industries. They occupy an extensive range, from beauty, fitness, and fashion, to technology, gaming, and travel. They exist in an almost limitless number of spaces and serve as potent intermediaries for amplifying a brand's message and driving up a supposed level of trust that leads many to either buy a hosted product or a service endorsed by the influencer.

Good influencer relations are not just about one-off collaborations or transactions. They are about ongoing communication and relationship-building. When we work with an influencer, we need to consider their content style, audience demographics, and personal brand. Only then can we ensure a partnership that is both authentic and aligned, as well as one that resonates with the influencer's followers.

This frequently consists of actions such as honoring contracts, providing signers with adequate compensation and/or gifts, allowing for creative control in the content-making process, and ensuring actual transparency and respect in all communications to secure a beneficial relationship well into the future.

When brands develop robust influencer relationships, they gain much more than a mere channel for product promotion. They gain a way to co-create with these content creators, who are as likely as any brand to be living in the authentic space. Indeed, these content creators and their communities should be at the heart of any brand's UGC strategy. From what we can tell, your communities are the most reliable sources for the feedback loop that is a UGC strategy.

To be successful with influencers, you need a combination of three skills: thoughtful outreach, ongoing relationship management, and trust building. Together, these skills allow for collaborations that feel right for and to the influencer’s audience and that also work for the brand in terms of goals, values, and messaging. Skills in the trio are necessary because the social media ecosystem is continuously evolving.