Relationship building is no walk in the park. Whether it’s a professional trying to establish a life-long career network, or a brand looking to build partnerships with valuable influencers, strong relationships are tricky to master. Recently, influencer marketing has become a more viable method for brands to reach targeted audiences without harassing online shoppers with forceful retargeting ads. Instead, marketers can engage audiences in a more authentic way. This is why marketers are allocating more budget for influencer marketing.
When building an influencer marketing strategy, brands must decide between investing in long-term versus one-off influencer partnerships. What determines whether or not a partnership is “better” will differ across industries, brands, influencers, goals, campaigns, and KPIs. Nonetheless, we’ve spelled out a general guide for understanding the pros and cons of both long-term and one-off partnerships.
We’d be doing your brand a huge disservice if we didn’t underscore the importance of building a trusting and enduring relationship with the influencers you partner with. When executed in this way, influencer partnerships lead to a variety of wins.
On the other hand, there are associated drawbacks to long-term influencer partnerships, primarily if a brand doesn’t have the time, resources, or budget to support them. In this case, a collection of lower-effort tactics may suffice. Despite more rapport and longer-lasting results, long-term relationships simply may not be within a company’s means.
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At times, one-off influencer partnerships prove to be the preferred option. A brand considering this shorter road to execution should understand why one-offs are more valuable along with the associated negative impact.
In spite of the above, we see several drawbacks to the quick-hit approach to influencer marketing. By focusing purely on quick wins and vanity metrics, brands risk appearing lazy in the eyes of consumers.
Further still, there are times when a combination of these two different types of influencer partnerships make the most sense. So long as brands do their due diligence to find the right influencers, follow FTC guidelines, and derive key takeaways from their partnerships, then the road to more successful influencer relationships is likely in their future.
Boiled down, long-term influencer partnerships require more upfront work, but the return appears almost immediately and over time. One-off collaborations require seemingly less effort but can bog down a marketing team’s productivity with wasted time, money, and resources that could have been poured into thorough relationship management.
A brand that brings influencer marketing in-house should be well-educated on the industry to ensure optimal performance. The chemistry between brands, influencers, and audiences has many factors at play, so take time to investigate what approaches work for your brand and stay the course to nurture it. There are undeniable advantages to thriving relationships.
Partnering with an influencer marketing agency can also help your brand bypass all the complexities of influencer marketing to formulate more cohesive campaigns. We are proud of our track record for producing long-lasting influencer partnerships, and we encourage you to check out our guide to building relationships with influencers to see how your brand can maximize efficiency with a little bit of TLC.