It’s only been recently that influencer marketing has hit brands, but it’s currently coming at full force. Deemed a more authentic, more trustworthy form of advertising, people connect with the people on the screen in front of them. It feels less intrusive, like getting a recommendation from a friend compared to a billboard ad shone at you.  

And if you’re a brand starting your influencer marketing, there’s a few things to keep in mind. Knowing the difference between projects and partnerships, and what they can actually achieve for your brand, means you’ll be able to not just use influencers, but use them well.  

Projects

For product launches and seasonal promotions, short term influencer projects can be effective for quick results, and grabbing attention fast. This usually doesn’t require a contract, and it’s a good way to test the waters with your chosen influencer, and make sure the messaging works for both parties.  

Projects are a more budget-friendly alternative, and they can even be used for A/B testing, if you want to test various influencers’ content before committing to a long-term relationship.  

But of course, any quick burst of engagement will have drawbacks. If it’s a one-off post, the majority of the influencer’s audience will ultimately miss the message of your brand. Whilst projects are good in a time crunch, there’s also a higher risk of error, whether that’s logistical (like a missed item in a PR package), or in brand messaging (if the influencer doesn’t fully understand your brand).  

So yes, projects will grab attention quickly, but at a time with so much content across social media, you’ll lose that attention twice as fast.  

Partnerships  

When you opt for a long-term influencer partnership, you’re essentially promoting them to be a brand ambassador. They learn your brand inside and out, and their content reflects this. Through various campaigns, you have a real opportunity to have someone advocate for your brand in an authentic, credible way. And with influencer marketing firmly on the rise, audiences can tell when an influencer actually believes what they’re preaching, instead of when they’re just being paid to press post.  

For long lasting impact, influencers are great for championing a brand to a niche community. More and more we’re seeing micro and nano influencers develop a focused audience, with higher levels of engagement and trust. There’s a lot of power in being able to say you’ve followed a creator since day one, and a lot of audiences are here for being a part of that journey. So if you get your influencer talking about your brand early days, your brand awareness grows as their audience does.  

This trust works for a variety of businesses, but is particularly important for healthcare and cosmetic sectors. We’ve set up influencer partnerships for a hair transplant surgery, and having that time to build a relationship is key in providing reassurance to the influencer. When you’re showing a physical transformation, whether this is a hairline restoration or any aesthetic ‘tweakment’, you need an ambassador to show others your expertise, and let the long-term results speak for themselves.  

Partnerships require a lot more strategy, time and money, so it’s not something to jump into without being fully prepared. Stay flexible, keep track on your investment, and make sure the relationship is still working towards the overall business goals.  

What are you actually trying to achieve?

If influencers weren’t good at what they do, they wouldn’t be able to influence anyone. They’re skilled at storytelling, and their content can be a perfect way for brands to get their message out without having to produce everything in-house. But, like with any marketing, you have to know what you’re actually trying to achieve. If you’re after a quick win, there’s nothing wrong with a one-time collaboration. But if it’s consistent brand building you’re after, having an influencer partnership gives you that long-term awareness, and makes sure your message always looks credible.  

Found an influencer, but unsure how to get in touch with them? Have a look at our tips here.