The month of love is here, and nothing says love like finding your brand's forever influencer! But what does a brand need to do to find their perfect match? We wanted answers so naturally we requested the insights of an influencer marketing specialist — Kelly Kaimowitz.
Influencer marketing is a really great marketing strategy — but there is a lot more to finding your perfect influencer match than picking someone with a million followers.
While it's common to collaborate with various influencers for different campaigns, discovering that one perfect influencer for your brand — who becomes your long-term partner — is truly special.
media update's Saads Abrahams had a chat with Kelly Kaimowitz, Influencer Marketing Specialist for Special Effects Media South Africa, on how brands can find their forever influencer.
What are the key traits of a long-term brand-influencer partnership?
A thriving long-term partnership is like the ultimate romance; rooted in authenticity, mutual growth and shared dreams. Just like looking for someone who aligns with your values and sparks joy in your life, the influencer should naturally embody your brand's values, products and messaging.
A partnership that feels genuine to its audience is the foundation of a great love story. Consistency, creativity and reliability are the secret ingredients to making the relationship last. You don't want a date that cancels at the last minute, right? Reliability and a genuine connection are crucial for keeping the flame alive.
Think of Adidas and Kylie Jenner — a match made in marketing heaven! Their partnership was so successful because Kylie embodies the brand's cool, sporty, yet fashion-forward vibe. It's like a love affair that keeps getting stronger, aligning both brands in perfect harmony. Cue the wedding bells!
What red flags should brands look out for when choosing influencers?
When choosing your influencer soulmate, be on the lookout for a few dealbreakers — oh, let's count the ways, shall we?
- Fake engagement? That's an automatic swipe left.
- Large following but no one is reacting? Something's off.
- Brand misalignment? The trust is broken. If their past relationships are all over the place and they have been spotted cheating with competitors, do you want to get involved with a player who can't commit to the incredible real deal that your brand is?
A luxury skincare brand like La Mer isn't going to get much love from an influencer known for fast fashion hauls. Be sure that the influencer's audience aligns with your brand for a match that will go the distance. Don't forget, values are very important, too!
How can a brand measure compatibility between a brand and an influencer?
Like finding your perfect partner on a dating app, compatibility is key. Check out the influencer's audience demographic. Are they the ones you want to attract? Their content style is just as important. Does their vibe match your brand's tone and messaging? It's all about the love vibrations!
Did someone say engaged? Engagement is even more valuable than follower count! Think of it like the butterflies you get when someone is truly interested in you. A super-engaged, niche audience can lead to more meaningful connections
Take a look at Nike's meet-cute with Casey Neistat — an authentic content piece resonating with a loyal audience led to a love story of viral success.
What advice would you give to brands looking to establish long-term trust with influencers?
Just like a romance, nurturing the relationship is the most important! Water that plant and whisper sweet nothings in their ears! Communication is key!
These are some of the ongoing collaboration topics that are the keys to keeping things exciting and fun. Provide influencers with detailed briefs and let them get creative. Don't stifle their inner artist!
Consider incentives that show appreciation, like bonuses, affiliate programmes, or tiered contracts based on performance. Nothing says "I love you" like recognising someone's value.
Transparency is the love language you need to master. Share campaign results and performance metrics, and watch your relationship grow stronger. Fair compensation doesn't hurt either, right? After all, true love should be reciprocal.
Sephora's Squad is a shining example of how long-term partnerships can thrive, with influencers feeling valued and invested.
What are the benefits of working with a "forever influencer" rather than one-off collaborations?
Long-term influencers are like solid, dependable partners who are always by your side. They build credibility and trust over time, driving more engagement and increasing conversion rates. Think of it as the difference between one-night flings and finding your soulmate as consistency leads to a more passionate, lasting bond.
As your relationship deepens, the content becomes more aligned, natural and authentic.
Chiara Ferragni's long-term partnership with Lancôme started with a single campaign but evolved into co-creating products, making it one of the most successful brand-love stories in the beauty industry. Cupid, is that you?
What are some common mistakes brands make when working with influencers?
Every relationship has its pitfalls. We know this! In influencer marketing, over-scripting content can kill the magic. Influencers are creatives, not robots. If you're micromanaging their every move, it's like telling your partner exactly how to flirt and you will lose the spark! Focus on long-term engagement rather than short-term infatuation — go with the flow and dance that rumba!
Ignoring performance metrics is another mistake. No one wants to be ghosted, right? Track what works, analyse the results and make sure your investments are paying off. When both sides bring something to the table, that's when the real romance begins. Queue the fireworks!
In your opinion, are nano- and micro-influencers more valuable than macro-influencers for long-term partnerships?
Nano- and micro-influencers are the sweethearts of the influencer world, with their high engagement rates and strong community ties. Think of them as that charming, down-to-earth partner who knows how to treat people right. They just get it! They are more affordable and their content feels more genuine, just like the kind of love story you want to share with the world.
Gymshark's micro-influencer strategy is a perfect example. Rather than relying on big names, Gymshark built a loyal community of micro-influencers, resulting in a love affair that's grown stronger every year — let's shout their name from the rooftops!
How can brands measure the success of a long-term influencer partnership?
Measuring success in a long-term influencer relationship is like keeping the romance alive with regular monthly couple check-ins. Look at engagement and conversion metrics, such as click-through rates, purchases, or sign-ups. Monitor the audience's sentiment. Are people commenting, sharing and saving the content? If the answer is yes, that's a sign you're on the right track.
If the influencer wants to continue the partnership, deliver that bouquet of roses as soon as possible — who doesn't love a special delivery?
What advice do you have on handling conflicts between brands and influencers if expectations aren't met?
Every relationship hits a bump in the road. When things aren't going as planned, address the issue head-on! Offer constructive feedback and allow the influencer space to adjust their content. If the relationship still isn't working, it's okay to part ways amicably. Better to end it on good terms than to drag out an unhappy relationship — who needs drama in their life nowadays?
In conclusion, long-term influencer partnerships are the key to authentic, sustainable brand growth. Treat influencers like partners, not just content creators, and focus on creating a lasting connection rather than chasing short-term success.
The best love stories, whether personal or professional, are built on mutual trust, respect and a shared vision for the future. So, swipe right, and start building your brand's forever influencer today!
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What are your thoughts on long-term influencer relationships? Let us know in the comments section below.
*Image courtesy of Canva