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More and more brands, namely CPG companies, are partnering with influencers as part of their brand messaging efforts. In fact, 86 percent of marketers plan on integrating influencer marketing into their marketing mix in 2016, according to a new report by BlogMint.
The key to success with these partnerships is ensuring the authenticity an influencer holds with their social audience is not damaged by a brand’s desire to control storytelling, especially considering that 43 percent of Millennials rank authenticity over content, according to a recent Forbes study. Millennials must trust an outlet before reading any content the outlet produces. That’s why taking the handcuffs off influencers is an important part of leveraging their creativity and allowing them to create content that is authentic and consistent with the influencer’s personal brand.
Here’s how you can solidify brand consistency while giving influencers the much-needed freedom to create.
From the beginning, cement expectations on both ends with a contract.
1. The first step to consistency in brand-influencer partnerships is a contract that ensures all loose strings are tied.
Your contract may outline:
✓ content requirements
✓ copyrights/content ownerships
✓ tasks (how many pieces of content are you expecting them to produce? What, when and where?)
This is a partnership, so it’s crucial that the influencers’ requirements are heavily considered in the contract as well. A solidified contract will ensure no toes are stepped on down the line when content about your brand is live for all the world to see, as well as create a relationship for future opportunities between your brand and the influencers that are getting you in front of the right people at the right time.