Tuesday, May 23, 2017

THE DEAL WITH ENDORSEMENTS, FROM AN INFLUENCERS VIEW

For my foreign followers, in Indonesia, “endorsements” is equal to “paid blog/social media posts”.

There has been a lot of misunderstandings between influencers and brand owners. I’ve been through this blogging & paid sponsorship ordeal since 2009 and for the last 4-5 years, I’ve scoot over into the business/brand owner position. Which makes me able to justify both the influencers’ & brand owners’ perspectives.

This topic will be spread into 2 posts : one from an influencers view & one from a business owners view to avoid confusion.

To make this article easier to read, I will not be writing in my usual paragraphs. I will write in Q&A forms instead.



WHY ARE ENDORSEMENTS EXPENSIVE? IT'S FREE TO TAKE PICTURES RIGHT?
No. It’s not free.. iPhone costs a lot, a camera costs even more, but it’s time that can’t be bought. The time we need to take & edit pictures , the time it took for us to get a couple thousand followers. Influencers work hard to get to where they are now.

Believe us, we've put a lot of thought into our 'pricelists' (well, at least the sane influencers have, even though I'm a blogger myself, I won't lie that there are insane bloggers too).

I PAID SO MUCH TO AN INFLUENCER BUT I DIDN'T GET ANY FOLLOWERS OR SALES. CAN I BE MAD AT THE INFLUENCER?
Not really even if you wanted to because it’s really your job to fully analyse the influencers’ statistics & how much influence she gives nevertheless how little or a lot of followers she has.
Just like paying an expensive billboard on the road, you have millions of cars passing by, but not all of those cars are properly absorbing your ads. Endorsements are like that. It’s called business darling. If everyone succeeds in business, then perhaps Donald Trump won’t be this rich.
I often talk to my clients. Sometimes.. Brand A endorse “X” and Brand A gets a huge amount of good responses while Brand B endorses “X” (same person) and Brand B did not get any response with the same good quality content.
A good responsible Influencer will care to make sure that their posts will have sales or community impact. But if they’ve tried their best & there’s still no impact, well maybe the influencers’ followers and the businesses’ target market don’t match.

SO... WHAT SHOULD WE DO BEFORE WE ENDORSE SOMEONE?
Don’t look at numbers first. Numbers come later.
“Is my social media feed interesting to be followed?” (you won’t get followers if your feed isn’t up to today’s high standards….)
“Are my products photographed & well presented?” (think Mansur Bucket Bags.. No brand nor monogram.. yet always beautifully photographed & styled, hence making them an IT bag)
Most importantly : “Does my target market match with that influencer’s audience?”
Actually sometimes you just have to ask someone else’s opinions. Business owners can be blind too when work piles up…

HOW DO I GET CONSTANT SUPPORT FROM AN INFLUENCER?
Be nice & polite. Always say thank you no matter.
And don’t demand too much especially they agree to help out for free.
No it’s not always about the money, remember that you're building a community that will continue to help your company grow in the years to come.

THE INFLUENCER DID NOT POST ONTIME OR DIDN'T POST MY PRODUCTS AT ALL ! AND SHE DECIDED TO BLOCK ME. #@$%^&@
Well, I can’t comment much here unless I know both sides of the story. But in general ask yourself… have you been irritating?
Did the blogger mention that they cannot post on a designated timing? If she did, then don’t rush her. The more you rush, the more irritated she will feel.
Did both parties agree for the item to actually be posted? You can't expect much for a post to go online if you said "Hi we are from blah-blah-company and we would like to send you a press package!".. That's called a 'grey area'...
How many posts did you agree at first? If you agree for 1 post, but you sent her extra items that she didn’t post, it’s not her fault…
It is best to POLITELY clear things up with each other before the deal (so ask any appropriate questions you want to know beforehand & make a final conclusion between both of us to avoid misunderstandings).
Did you send the products ON TIME? If you agreed to send on the 1st, but sent it on the 5th and that blogger goes overseas for a month, then it’s your fault that you missed the “appointment”.

These were the top 5 questions asked during the discussion. Hopefully it will help business owners to understand furthermore regarding our positions. Rule of thumb : BE NICE, MANNERS MATTER. APPRECIATE EACH OTHER.

Blog photography & content writing is a creative process. Influencers understand that they need to be professional & stick to deadlines, but it ain’t helping if business owners are not making them comfortable.

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