With the rise of social media, marketing has become increasingly crucial to businesses. Many are teaming up with “influencers” and other online personalities to promote products to mass audiences.
48% of participants in a study reported by Mobile Marketer reported buying a product after watching a branded video. They also found that most social media users in the study trust their fellow consumers, people, more than content from a brand.
Working with online personalities, influencers or even just regular people on social media to promote your brand or product can be hugely influential. However, you should always be careful to protect your business when creating these marketing deals. Here are a few tips to help you:
- Choose wisely – Look for someone who has a brand and audience that lines up with yours. If you sell maternity clothes, find an influencer who is pregnant. If you have a healthy eating cookbook, find someone who focuses on content surrounding health. Make sure that you are also working with someone who has a reputation as trustworthy, not just someone who takes every brand deal that comes their way.
- Put it in writing – Sending a direct message to someone about promoting your product on their page is probably not going to keep them from taking the product without promoting it. Draft a contract with an attorney to make sure that it is binding.
- Be sure to disclose – Every social media platform has different regulations about paid partnerships. Make sure that the person promoting your business complies with those rules, as well as the Federal Trade Commission’s advice to clearly disclose a partnership.
- Be specific about the content – Just like any partnership, you should be specific in what you are agreeing to. Talk about how much you would like written, how many posts and what type. You can also address your brand messaging and tone to ensure that the online personality you are working with properly represents you.
- Build-in compliance – Make sure that your contract ensures that your partner will follow all laws and regulations. This is best done with the help of an attorney.
Marketing agreements with online personalities and influencers can be a hugely valuable way to promote your business. No matter the size of your company, if you’re in fashion, health, tech, food or just about anything else, make sure that you are protecting yourself as you enter the world of online marketing.