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Working and Collaborating with Influencers.
Hi all!
So have just launched our first major collection and I want to start promoting garments through influencers/ target customers with a good following. Or to maybe collaborate with other brands who have complementary pieces/ accessories.
I feel like this is an important step to reach out to individuals next for new and fresh content and to get some feedback!
So my main areas of questions are:
How do you actually approach someone? how do you know this person will be worthwhile to approach?
What kind of information regarding the company would you send them?
How would you set up a contract?
What is worthwhile to ask for in return?
Can you ask for garments to be returned or do you need to gift them?
Or is more worthwhile with maybe doing a more PR approach when you almost lend out the garments to stylists etc, but then how do you get into this situation!
HELP!
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2 Replies
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and how do you PR! How do I PR!
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Hi Evie,
we are no experts when it comes to working with influencers, but this is what we know from discussing with some actual influencers:
The actual approach is quite simple since you’ll find them on social media and you can contact them there. You do your own research first to get an idea if they have the same target customer or a new group you want to try out. Connect by talking about your brand’s values, and remember that it can be easier to work with a few micro-influencers, instead of trying to get a hold of the big ones.
To know if it is worthwhile, you should ask them for their statistics. If they are serious they have stats and can share it with you. With the stats, you can get a better idea for if it’s the right demographic etc.
The stats will also help you determine how much you should pay, since the cost of working with an influencer is strongly tied to the number of followers You should also pay attention to engagement to avoid false followers. What you can do is to ask some other influencers (not necessarily in the same field) how much they charge. If you ask a few influencers you’ll get a benchmark on that market for how much you have to pay for a certain reach.
Regarding the contract, it should contain how much you pay, how many posts they will post for you, HOW LONG the posts should stay, and if it for example even should be featured in stories. It needs to be specific regarding the amount and time frame. Some influencers only want to leave a post for maybe 48 hours, since they don’t want to keep it in their flow.
You can also think about having a commission-based setup, where you have, for example, a competition, and the influencer gets a percentage.
The garments can either be gifted or returned. You specify this in the contract. Sometimes the influencer doesn’t want to keep the garments for tax reasons. You can then state that they borrow them for x weeks, and then return them.