In the fast-paced world of influencer marketing, continuity can be the key to success. Keeping long-term relationships with content creators offers several advantages, from brand consistency to deeper audience engagement. Here's why you should keep cooperating with the same content creators and how this approach can benefit your marketing strategy.
Building Authentic Relationships
Cooperating with the same content creators allows you to build authentic relationships. These partnerships are based on trust, mutual understanding, and shared goals, creating a better promotional experience.
There is no need to be afraid that as a brand you can get fewer conversions. In practice, it doesn’t work that way because of numerous reasons. First of all, not all potential clients convert after their first interaction with the brand. It can take 4 to 5 touchpoints on average before completing purchase. The second reason, if you choose the right influencer their audience will grow all the time which means more new people will see your promo. Even regular followers might not notice a post that contains your placement.
Consistency in Brand Messaging
When you work with the same content creators, you can maintain consistency in your brand messaging. It helps your brand build a recognisable identity across different campaigns and platforms. With consistent collaborations, content creators become more familiar with your brand's values and style, leading to smoother integrations and a cohesive message.
Authentic partnerships are more likely to resonate with audiences because they feel organic. Influencers will feel more involved and know the product better in every next integration which means a higher quality of content and better results.
Content creators have established relationships with their audiences, and working with them repeatedly allows you to tap into this existing affinity. Audiences become familiar with your brand more and more, leading to a more positive reception of your promotional content each time.
Long-Term Partnerships Lead to Greater Loyalty
Long-term collaborations foster loyalty. Brand ambassadors, who typically work with brands for extended periods, become additions to your marketing team. They have a deeper understanding of your business goals and can provide valuable insights and feedback, creating a more collaborative relationship.
After many repeated successful collaborations if the product is good in the influencer's opinion they will be advocating it in their day-to-day life even when you don’t have an active promotion. With those who have mastered the understanding of your audience, product and brand image, it makes sense to consider the official ambassador role.
Cost-Effectiveness and Risk Management
Maintaining long-term partnerships with content creators can be cost-effective. Instead of starting from scratch with new influencers, you can build upon existing relationships, which can reduce onboarding time and costs.
Take into account that each influencer doesn’t cost you only direct payment, you also spend time and money to manage the search and negotiation process, briefing to deliver the right messaging through promo content etc. Time spent on all these processes sometimes can cost even more than placement itself.
It also minimises the risk of brand safety issues since you already know the creator's values align with your brand's principles.
Keeping cooperation with the same content creators offers numerous benefits. If you need help finding the right content creators or managing your existing partnerships, TrapPlan can guide you through the process of building lasting and successful collaborations.
