As a business owner, you might consider working with influencers for some of your marketing. While businesses have long worked with the stars of Hollywood or the sports field to promote their products, influencers have taken things to another level.
Whether you like social media or not, it’s clear that a large percentage of the public uses it and the right influencer can help you access certain segments of the population. Here are some things to consider if you do go ahead:
1. Is this the right influencer for you?
Just because a certain influencer has a huge following does not mean they would be right for your business. You need to consider your target audience and who is best placed to reach them.
Check what other products a particular influencer promotes in case their previous work conflicts with your product or could put off your target audience. For example, someone who has appeared in swimwear campaigns might not go down well with a conservative audience.
2. Be clear about intellectual property rights
Will the content produced belong to you or the influencer? Can either of you replicate it elsewhere? Just be sure you clarify such things in the contract to avoid intellectual property problems later.
3. Document your agreement
Clear and comprehensive contracts are crucial when working with influencers. There are so many variables to consider – far more than most traditional advertising. If social media is not your thing then make sure you have help from someone knowledgeable about social media marketing so you know exactly what you are discussing. Some influencers may present you with their standard contract, but, as with any contract, it is important to get it legally checked before signing anything.