Keys to Building Lasting Relationships Between Brands and Influencers

Sep 22, 2020 — Markerly Editorial Team, 2 min read

Reading Time: 2 minutes

As influencer marketing continues to take off as a popular form of advertising, so does the importance of creating relationships between brands and influencers that go beyond a one-time post. Influencers serve as a bridge between brands and consumers, and “89% [of companies] say ROI from influencer marketing is comparable to or better than other marketing channels.” It’s important to create a relationship that benefits both the brand and the influencer involved in a campaign so they can both achieve the best results possible. 


Authenticity is increasingly valuable for people as they consume a growing amount of sponsored content. It’s much easier to drive sales when posts show a genuine review of products. This means that you don’t necessarily need to work solely with influencers who have tens of thousands of followers. In fact, 88% of influencers use engagement as the tracker for the success of a campaign. Viewers might also feel more inclined to make a purchase if they see someone who they admire and trust using these products in a way that fits into their lives. 

Goals that Align

On the brand’s side, it’s important to choose influencers who represent your brand and what you’re trying to sell. When you have common goals, it’s much easier to create content that is mutually beneficial for both your brand and the influencer. This ensures that the partnership is a good fit for both your brand and the influencer. For example, you must do the research beforehand to ensure that the influencer and their followers will actually be interested in what you’re selling. After all, it is the followers who will actually be making the purchases. Many viewers value authenticity as one of the top-selling points when deciding to purchase products from social media advertisements.

Treat Each Other Fairly

From the brand’s perspective, it’s important to ensure that you’re presenting the image of a team that influencers want to work with. Compensate creators fairly and value their content as an asset to your brand. Reach out to influencers you work with on a regular basis to check in and create genuine friendships with them. It helps to show influencers that you see beyond their social media posts, and truly value them. Working together for an extended period of time will also help the creator post better content rather than simple product reviews. 

Get to Know Each Other

Another way to create meaningful relationships between influencers and brands is to get to know each other on a personal level. This starts with tailoring personalized communications with influencers from the beginning. Show that your brand has a genuine interest in the influencers work and that you value the reach of their posts. Perhaps you could have one particular member of your brand’s team be the point of contact for each influencer. This will help build a deeper level of trust between creator and brand.

Overall, you’ll achieve better results and have a better experience if both brand and influencer take steps to create lasting relationships. Brands and influencers can experience a mutually beneficial relationship on a long-term basis if they have a genuine interest in working together and value each other. Influencers have the ability to create content that can boost brands’ sales and brands are able to help creators increase their visibility on different social media platforms. Both brand and influencer should value each other’s strengths and work together to create a mutually beneficial relationship that will be long lasting.

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