Sixty percent of marketers plan to bump up their influencer marketing budgets, having experienced first hand its profitability. And it makes sense. A one-off post can get you noticed, but it's those long-term influencer partnerships that can get the wheels turning.
So how do you build long-term partnerships with influencers? Let’s set the record straight.
Posted on October 30, 2024
Anyone can pay for a sponsored post. It’s quick, it’s flashy, and it might give you a little bump in sales. But what happens after? Followers scroll on, the buzz dies, and that's that.
A long-term partnership is different. It’s authentic. When followers see an influencer repeatedly sharing your brand, it feels real. They know it's not just a one-time payday. They trust it.
Here's why it pays off
Trust grows: When an influencer consistently talks about your brand, followers believe it’s the real deal.
Constant reminders: Repeated posts keep your brand top-of-mind. That’s how a brand becomes a go-to.
Storytelling power: One post? Nice. A series of posts over time? Now you’ve got a full story. People connect with stories. And they remember them.
Long-term partnerships bring out that authenticity. They tell a bigger story, one that sticks to your target audience’s minds.
Don’t be easily swayed by follower counts. Huge audience doesn’t always mean a huge impact. You want an influencer who feels like a natural fit - someone whose voice aligns with your brand, whose followers match your audience. And someone who’s genuinely excited about what you do.
What should you look for?
Engagement over followers: A small, passionate following beats a big, passive one. Look at comments, shares, and genuine reactions.
Right audience, right fit: Their followers should feel like they’re your people. If you’re selling eco-friendly products, does the influencer care about sustainability? Find a real fit.
Content vibe: Does their style feel like your brand? If you’re all about bold, bright, and energetic, you won’t connect well with someone who's all muted and mellow.
The right influencer gets your brand, lives it, and wants to share it naturally.
If you want an influencer partnership to last, start by actually getting to know the person. Too many brands go in with, “Hey, promote my product!” And then... crickets. If you want a lasting bond, build one. Engage, chat, and find common ground.
How to get on their radar
Engage with them first: Like their posts, leave thoughtful comments, and share their content. It shows you're interested in more than a quick deal.
Reach out - but make it personal: Skip the copy-paste email. Mention their work, why it stood out, and why you think your brand fits well with theirs. People notice when you've done your research.
Offer them more than money: Everyone likes getting paid. But what about sending early access to a product? Inviting them to your next event? People appreciate extras that show you value them beyond the business side.
A real relationship isn't transactional. It’s genuine, and that’s what makes it work long-term.
You’ve got the right influencer. You’ve connected. Great. Now, let them do what they do best - create. Influencers know their audience. They know what clicks and what flops. Give them creative freedom to talk about your brand in a way that fits them.
Here’s how to collaborate better:
Share the vision, not a script. Be clear on your goals, but don’t control every word. Trust them to deliver the message in their own voice.
Brainstorm together. The best ideas come when you’re bouncing ideas back and forth. Could it be a Q&A session, a day-in-the-life, or a fun challenge? Get creative. Make it something that’s different and fresh.
Respect their feedback. Influencers know what works with their audience. If they suggest tweaks or changes, consider it. They’re on the ground talking to their followers every day.
You want the influencer’s audience to feel like they're hearing from a friend and not like they're being sold to. Let the influencer's creativity perform its magic.
Keep Things Fresh and Fun
Once you’re working together, don’t let the partnership fizzle out. Just like any relationship, you need to keep it fresh, exciting, and worth it for both sides. Consistency is good, but variety keeps it alive.
How to keep it going strong
Regular check-ins: Don't just chat when you need a post. Touch base, ask how things are going, and share any fun updates from your brand.
Celebrate their wins: If your influencer hits a milestone - like a follower count or an achievement - celebrate with them. Send a shoutout, or even a little gift. Show you care about more than just their reach.
Try new ideas regularly: Vary up the content. Seasonal themes, challenges, behind-the-scenes - make sure it doesn't get boring for the influencer or their followers.
Creating long-term partnerships with influencers is to build real and win-win connections. When you find the right match, nurture that connection, stay open to creativity, and track the results - it’s a partnership that lasts. And that’s what pays off.
Speaking of partnerships, Trelexa comprises a team of digital marketing specialists that knows all about building lasting success with influencers. If you’re looking to get more from your influencer game, let’s make it happen. Book a consultation today.