Your target customers are not stupid. They know their favourite YouTube influencers accept paid sponsorship deals – it’s ok by and large, everyone’s got to eat.
But there’s a limit to how much they will tolerate and indeed a predetermination as to which sponsorship deals will pay off for the brand and influencer alike.
Namely this is how well the product fits in with the influencers’ channel.
Take a step back and try to answer the question: “does this product make sense for this influencer”.
If not you are most definitely better off not going ahead with the collaboration even if the influencer is willing.
The consequences of a bad influencer and product match are often displayed vehemently in the comments section, as well as in your conversion rate.
Most marketers go into influencer marketing believing the success lies in the reach the influencer has into their target market.
It’s not, it’s in the relevance of your chosen influencer and your product and for this you need to research thoroughly.
Doing a sponsorship that feels out of place to the audience is not going to bring in the results you plan.
The key is an authentic partnership. Look at the influencers back log of content, previous sponsorships and how these were received.
You cannot rely on the influencer to come to the conclusion the sponsorship is not a good fit.
The absolute ideal combination would be if the influencer would talk about the product even if they weren’t paid to.
The audience accepts the partnership as a genuine one, even though money has been exchanged, and is more likely to follow through on a call to action.
Once you have identified and tested your relevant influencers, don’t let them get away!
Negotiate recurring or long term deals with them to ensure you capitalize on the success of the partnership.
If your influencer is growing, then you will also increase your reach to your target customers as well as the number of touch points in the customer journey.
A good relationship between brand and influencer shows through in the content.
It also comes across as more authentic to the audience, if it makes sense for the influencer to be talking about the product, it makes sense for them to be talking about it more than once – plus it gives something more to their endorsements.