Almost every blogger and YouTube star with a decent fan base is already aware of his/her influence and subsequent market value. In fact, particularly well-known figures, especially those in the YouTube scene, will often have their own professional image management. Even less famous influencers are picky when it comes to choosing partnerships and campaigns. This is where companies have to tread slightly carefully. The worst thing you can do here is to give the influencer the feeling that you are trying to ‘buy’ them. Any attempts to try and coax influencers will be identified and result in talks breaking down. Remember, you aren’t using an influencer, you’re collaborating with an individual in a partnership. Show them respect: no manipulation, no suggestion.
Influencers are typically creative in what they do. Whether it’s posting tutorial videos on YouTube, artistic photographs on Instagram, or opinionated discussions on Facebook, they will usually reflect their own personality, style, and flair in every post. As a marketer, you have to respect this and allow them as much control as possible over their posts. If you try to take charge of all aspects of the partnership, it will feel like a dictatorship and you will find the end results disappointing.
Another mistake that businesses often make is undervaluing the worth of the influencer. In the past, it was very typical to try and operate an influencer marketing campaign on a shoestring. But, as we’ve mentioned already, the vast majority of influencers are fully aware of their market value, even those who aren’t represented by a management team/agency. And they know full-well that the party who will end up profiting most from the collaboration is the company, not the blogger or Instagramer. Be sure to budget properly and enter into negotiations with an adequate payment offer in mind.