Determine what kind of partnership you’re after

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While there’s currently a push for more germany b2b leads brands to establish long-term influencer partnerships, it doesn’t make sense in all cases. Especially for brands new to influencer marketing. Sometimes it’s better to experiment with a specific influencer before signing up for a long-term partnership. If that’s your approach, be forthcoming about it in your initial outreach.

On the other hand, for brands that have the budget and bandwidth, long-term partnerships (i.e., keeping influencers on a retainer or working on multiple posts together simultaneously) maximize results.

A post from creator Tabitha Brown announcing her vegan food and kitchen collection in 2023

A recent post from creator Tabitha Brown about her ongoing Target partnership and co-branded products

Established partnerships help you surface feedback influencers hear directly from audiences about your brand and products. According to The 2024 Influencer Marketing Report, 62% of all consumers who make daily or weekly purchases based on influencers’ recommendations are likely to share product feedback directly with influencers. The influencers you partner with have an even more direct view into your customers’ sentiment and feedback—insights that can help your brand pivot in real-time and grow long-term.

A data call-out card that reads 62% of all consumers who make daily or weekly purchases based on influencer recommendations are likely to share product feedback directly with influencers
Regardless of the type of partnership you’re after, be upfront about what you want in your conversations and negotiations with influencers.

You need to explicitly clarify how you expect to use an influencer’s content during negotiations. Are they posting it on their channels (e.g., Instagram Story vs. post)? Are you sharing it on the brands’? Will you put paid behind it? When will performance-based compensation be paid? What channels does it apply to?