Influencer partnerships: seize the advantages, keep the risks in check
The right partnership delivers not reach, but a transfer of trust.
Follower count is the most misleading criterion for choosing an influencer. What really matters is how closely their audience overlaps with the brand’s target audience, and how credible the content creator is.
Risk management starts with the contract: clear disclosure of the partnership, the content approval process and the course of action in a potential crisis should all be defined in advance.
The link between a partnership and PR is often overlooked. A well-designed collaboration can also generate news value for the media.
Measurement should track brand recall and conversion signals, not reach.