Do’s and Don’ts for Brands When Partnering with Influencers

Partnering with influencers can be a game-changer for your handmade brand, but like any partnership, it requires a delicate balance of guidance and trust. To ensure a successful collaboration that benefits both you and the influencer, it's important to follow some best practices—and avoid common pitfalls. Here’s a handy list of do’s and don’ts to help you navigate influencer partnerships like a pro.

Do’s

1. Do Your Research

Make sure the influencer aligns with your brand values, aesthetic, and target audience. Take the time to understand their content style, engagement rate, and audience demographics. A thorough vetting process ensures that you're partnering with someone who can genuinely connect with your customers and reflect your brand authentically.

2. Do Set Clear Expectations

From the beginning, outline all expectations in terms of deliverables, deadlines, compensation, content guidelines, and content usage rights. Clear communication upfront helps avoid misunderstandings and sets the stage for a smooth collaboration.

3. Do Provide a Comprehensive Brief

A detailed influencer brief is your secret weapon. Include everything from your brand story and campaign goals to key messaging and creative direction. Make it clear, concise, and easy to understand. The more context you provide, the better equipped the influencer will be to deliver content that meets your expectations.

4. Do Allow Creative Freedom

Remember, influencers know their audience better than anyone. While you should provide guidelines, give them room to inject their personality into the content. Authenticity is key, and overly scripted content can feel inauthentic, turning followers off.

Trust the influencer’s creative instincts! They know what resonates best with their audience, so let them work their magic.

5. Do Build a Relationship

Treat influencers as valuable partners, not just a means to an end. Engage with their content, show appreciation for their work, and build a genuine relationship. A positive partnership can lead to long-term collaborations that benefit both parties.

6. Do Track and Measure Results

Monitor the performance of the collaboration to see if it met your goals. Use tools to track engagement, clicks, conversions, and any other relevant metrics. This helps you understand what worked and what didn’t, providing valuable insights for future partnerships.

Don’ts

1. Don’t Micromanage the Content Creation

While it’s important to provide direction, micromanaging an influencer’s content can stifle their creativity and authenticity. Avoid dictating every little detail; instead, provide a framework and trust them to deliver in their unique style.

2. Don’t Ignore Audience Alignment

It’s tempting to go for influencers with big follower counts, but bigger isn’t always better. Ensure the influencer’s audience aligns with your target market. A smaller, highly engaged audience that matches your demographic is more valuable than a large, generic following.

3. Don’t Forget to Compensate Fairly

Remember that influencers invest time and resources into creating high-quality content. Compensate them fairly, whether through monetary payment, free products, or a combination. Failing to do so can damage your brand's reputation and deter other influencers from working with you.

4. Don’t Overlook Contractual Agreements

Never skip having a written agreement that outlines all the terms of the partnership. This protects both parties and helps prevent misunderstandings about content usage, payment terms, deadlines, and deliverables. A handshake agreement is never enough in the digital age.

Question: Have you ever had an influencer collaboration that didn’t go as planned? What would you do differently next time to ensure a better outcome?

5. Don’t Neglect Communication

Once the collaboration is underway, stay in touch! Be responsive to the influencer’s questions or concerns and provide feedback when necessary. A lack of communication can lead to misalignment and potentially subpar content.

6. Don’t Expect Instant Results

Influencer marketing is a long game. While you might see some quick wins, the real value comes from building brand trust and visibility over time. Be patient and focus on cultivating long-term relationships rather than expecting immediate sales boosts.

Partnering with influencers can unlock new opportunities for your handmade brand, but it requires thoughtful planning, clear communication, and mutual respect. By following these do’s and avoiding the don’ts, you can create successful and meaningful influencer collaborations that resonate with your target audience and help your brand shine.

Ready to jump into your next influencer partnership? Keep these best practices in mind, and set the stage for a collaboration that's both creative and impactful. Understanding the do’s and don’ts of influencer partnerships is crucial, but choosing the right influencer for your brand is just as important. Learn about the key factors to consider when selecting influencers to ensure the best fit for your brand in our guide on how to choose the right influencer.