Influencer marketing, where creative vision and commercial interests intertwine, poses a unique challenge: how do you strike a genuine partnership that transcends mere transaction? 🤔️

Navigating the digital hubs of Shenzhen and the trend-setting arenas of the West, I've noticed a universal pattern:

 

Brands aren't hesitant to splurge on celebrity and influencer endorsements. Remember the Kardashians promoting hair gummies on Instagram for hefty sums? Many Chinese startups seem to be adopting this same go-big strategy.

Recently, I came across a jewelry e-commerce startup paying 800k RMB (approximately 100k USD) to an influencer for just a 30-second video. The intent? To have an instant impact among young females by capitalizing on her “idealistic” persona.

Having extensively collaborated with over 300 content creators, I offer a systematic approach to forging genuine, reciprocal relationships in influencer marketing.

Step 1: Offer a Reliable Product or Solution

Content creators, like all of us, have their unique challenges—be it a chaotic tangle of cables or a less-than-perfect toothbrush. Aim your product at these daily frustrations. Pitch your solutions to content creators, treating them as your ideal customer.

Step 2: Amplify Your Brand's Narrative and Niche

Once content creators recognize your product's value, weave your brand's story to resonate with their journey. If your brand emphasizes quality, ensure your product reflects that. It's about crafting a cohesive, transparent narrative.

Step 3: Showcase Your Product Range

Present a diverse array of your products to creators, highlighting the unique benefits of each. Consider crafting a visual deck that juxtaposes your brand story against product guidelines. Allow them the autonomy to choose the best fit. For an added touch of luxury, provide all the essential accessories to complement the main product.

Step 4: Offer Sales Commissions

If content creators resonate with your brand, offer them a commission to further incentivize their endorsements. This works especially well on platforms like YouTube, where links and CTAs are more effective. If they find little value in affiliate links, respect their choice without pressuring further.

Step 5: Commit to Long-Term Collaborations

After building trust through an initial collaboration, prioritize cultivating a long-term partnership. Value each content creator beyond their follower count and envision a partnership where you both grow and evolve over time. Keep the lines of communication open, regularly updating them with new product models and exciting opportunities, reinforcing the bond and shared journey.

Step 6: Consider Sponsorships

While I've advocated for non-monetary partnerships, creators might sometimes need financial backing for expansive projects. If trust is established, consider supporting their endeavors within your budget. For instance, if they're shooting a high-quality video series, your could fund the production costs or aid their trips.

Step 7: Whitelist Their Content

Collaborative content can yield spectacular results. Take, for instance, an IG Reel that garners over 100k views. Repurposing such content into targeted ad campaigns can elevate your business and provide significant rewards for creators. It's essential to explain the objectives and requirements to the creator with patience, especially before transitioning the partnership into the ads realm. For a deeper dive into whitelisting, stay tuned for my next article.

No matter how you approach influencer marketing, the underlying thread is continuous support for content creators. It's about delving into their interests to discover the common ground with your brand, valuing their professional aspirations, and tackling any unexpected challenges with a problem-solving mindset.

At the heart of it all, when your brand stands by them as a friend, they in turn entrust you with their loyalty and heartfelt endorsement.