10 rules of fruitful cooperation of the brand with the influencer

Get to know the platform

JelenieJaja: Brands that speak up and are interested in collaborating often don't know how YouTube works and what content works best. Of course, not all, but there are some that work dynamically in television advertising, which is why switching to another platform with the same content can be invasive. Such a brand appeals to influencers, asking for product placement, often living in ignorance of the prosperity of this platform. For now, YouTube is beginning to displace television, so it seems to us that the advertiser should have more confidence in the creator who has been creating his content for many years and knows his viewers best. However, we would not like it to turn out that for our part, the perfect duo is agreeing to everything that the influencer proposes - it is rather a suggestion for some brands, thinking about collaborating with YouTube creators, to trust each other and benefit from it.

Choose the right creator

LifeTube: It still happens that brands, when looking for a creator for their campaign, suggest themselves only by numbers that can be seen at first glance. However, the number of subscriptions is not the only indicator that should be taken into account when creating a concept, nor a guarantor of an effective campaign. Each creator communicates with his audience in his own style and it is not always consistent with the concept of the brand whose product he will place or test. The key to success is good research (with the support of a partner network) and based on analytics and reliable information about creators.

Trust the creator

Marco Kubiś: Very often the contact between the creator and his audience is not a matter of a one-time publication, but a relationship built over the years. For this reason, often being an outsider, it is difficult to determine what may appeal to the audience of a given creator and what may not. Sometimes a message that seems like an interesting way to present a product can cause hatred. On the other hand, actions that may seem quite strange at first glance will be a hit. Therefore, sometimes it is worth giving the creator a free hand when it comes to the details of what communication with his audience will look like. After all, it is he who deals with them on a daily basis.

Take care of communication

Natalia Długosz, Beksy: As a creator, I expect the brand to give me the maximum information I need so that I can best present and locate its product. In addition to the description of the product, we want the brand to tell us what effect the campaign is going to bring, who it wants to reach, what it wants to achieve and what they expect from me. It is important for the brand to understand that influencer marketing is different from classic advertising and that their product will never be the main theme of the film, but only a piece of the puzzle. And how we fit this piece into the rest is up to us. Brands often forget about it and expect too much, which does not bring more benefits at all, but on the contrary — makes viewers nervous, because fleeing from the world full of banners, they end up on the Internet, where banners... appear again!

Ask

Blue Business Media: When we lack time for in-depth research, we often turn to representatives of other brands for help. Companies that have carried out influencer marketing campaigns are a mine of knowledge regarding the highlights and shadows of working with ambassadors. They are able to recommend someone, advise, give good advice and tactics or simply present a case study based on their own experience, and this remains the greatest value for companies.

Respect Time

Rafał Masny: While with most of the mistakes that brands made, it is getting better and better, with the time to write, prepare and record the film is still poor. A video consists of many elements, and very often youtubers do not have large teams in charge of production. It also often happens that the stage of acceptance of the script lengthens so much that it begins to eat up time for production. If we give both sides the right amount of time, I think it will be possible to solve every other problem on this list. However, when time is not enough, the chance of other points appearing on this list increases drastically.

Go beyond YouTube

LifeTube: YouTube is a great place for brand communication, among other things because it allows you to keep the viewer's attention on the branded message for a long time. Few need to be convinced of its power, but it is worth taking a broader look at infleuncer marketing. Today, creators are present on all platforms — they focus their communities on Facebook, Instagram or Snapchat. Each of the channels gives different opportunities and pursues different goals. An example would be the custom action of the Coca Cola brand, which shared its Snapchat account with the creators of the AbstrachujeTV channel, who took their fans to the Audioriver festival. After the end of cooperation, the client's profile rose to 4th place in the ranking of the most popular brands on this platform.

Take YouTube seriously

LifeTube: Until quite recently, collaboration with influencers was treated like a stepfather. These types of activities constituted a fraction of large creative concepts. The perception of the participation of creators in campaigns has changed significantly, because influencer marketing is now one of the fastest growing market segments and one of the best channels of customer acquisition. It is worth remembering that the best results come from long-term, strategic cooperation with creators, which allows the brand to benefit not only from their image or reach, but above all from their authenticity and commitment, which they arouse.

Trust the partner network

LifeTube: The role of the affiliate network is not only to mediate the contact of the influencer with the brand. If you partner with a network creator, you get campaign support — from A to Z. The partner network helps you match the influencer to the brand, develop a concept, and create a communication strategy that's right for your target audience across all channels. LifeTube is also responsible for the creation and production of videos. The team of managers oversees the entire process and makes sure that everything goes according to the contract. We estimate the effects, establish KPIs and provide agencies and media houses with a full report containing the results of the campaign.

Think long term

Blue Business Media: Just as it is difficult to prepare an influencer to promote a given product without a brief, it is also difficult to delve into a given brand without the right amount of time. Therefore, long-term cooperation becomes more relevant than one-time “shots”. Just as followers get used to having an influencer 'live' with a brand on a daily basis, a brand, if both parties have spent more time reaching out to each other, feels more secure both in terms of the results of the campaign and the effectiveness of further cooperation.