Turning Creators & Influencers into Brand Ambassadors
When considering a creator or influencer partnership for your brand, there is no one-size-fits-all approach. Being strategic from campaign inception to execution requires attention to detail and transparent communication between brand and partner. Establishing a successful partnership can ensure a long-standing relationship, where a partner can evolve into a brand ambassador. A brand ambassador is an individual that represents and advertises a company, supports its offers and acts as the embodiment of the company's corporate identity through words and action.
1. Understand What Creators and Influencers Want
Before engaging with TikTok creators or Meta influencers, it’s essential to know their expectations from your brand. Reviewing a media kit doesn’t capture the full extent of what’s possible for a brand in a creator partnership. Creators use media kits to showcase what they can offer at a high level, but the final content they produce will vary for each brand they work with. Ensure that the tone, values, and ethics of a potential partner align with your brand’s social media and business objectives. This alignment increases the chances of campaign success and positions partners growing into future brand ambassadors.
2. Understanding the Different Types of Creators and Influencers
Creators and influencers are typically categorized by their audience size, as follows:
Nano: 1,000 to 10,000 followers
Micro: 10,000 to 100,000 followers
Macro: 100,000 to 1 million followers
Mega: Over 1 million followers
Nano creators and influencers may have smaller followings, but they have a closer, more personal connection with their audience resulting in higher engagement rates. Their trustworthiness and expertise in their lifestyle niche make them a strong choice for authentic engagement. Micro creators and influencers are ideal for campaigns with budget limitations, as partnering with multiple micro-influencers can help reach a larger target audience set. Macro creators and influencers drive the highest conversions, combining engagement with broader exposure. If a campaign objective is to
3. Create Clear Contracts for Long-Term Growth
Define a relationship through contracts that reflect long-term growth and a return on investment for both the brand and the creator/ influencer. From the very beginning of the campaign, the terms and conditions, dos and don'ts, disclosure agreements, and strategy for growth should be outlined. Influencer and creator contracts should include brand guidelines, disclaimers, and product/service requirements. Refer to the Canadian Code of Advertising Standards for more detailed guidelines on disclosure agreements.
4. Allow Flexibility in Content Creation
Provide creators and influencers with a framework that avoids rigid production requirements. Depending on industry regulations and standards, give them enough flexibility to express their creativity while still adhering to brand guidelines. This fosters a more authentic and engaging campaign while ensuring the content aligns with a brand’s campaign messaging.
5. Encourage Partnership Growth Through Incentives
To incentivize a transition to long-term brand ambassadors, consider using a performance-based compensation model. For example, if a campaign yields a high return on investment, offer creators a graduated system of compensation. Instead of a fixed payment, their pay can increase based on performance in future campaigns. This approach promotes longevity in partnerships and ensures the continued production of successful campaigns and revenue growth.
By following these strategies, brands can transform short-term creator and influencer partnerships into long-lasting ambassador relationships.