Choose wisely: You worked hard to create your brand. Influencer partners should make sense. Their tone, their audience and their channels all should align with your goals.
Communicate clearly: What do you want the influencers to do, and how do you want it done? Instagram post, YouTube video, blog series? Provide your brand guidelines, set timeline expectations and set up regular check-in times. A creative brief can help bring this all together.
Define success metrics: Do you want clicks? Sales attribution? Increased followers? Make sure you know what this campaign should achieve. You can work with the influencers and their agency to structure payment around key performance indicator successes.
Get out of the way: Now that you and your influencers have clarity, let them work their magic. Their authentic voices are their most valuable asset, so give them the freedom to use them. Their followers will disengage if they sense something is phony. As long as you’ve clearly communicated your guidelines, you should be able to trust that they’ll do a great job representing your brand.