We went to AdvertisingWeek 2024! Here’s everything you need to know when it comes to the most important influencer partnerships and conversations.
#1: Co-Creation = Power
- What We Learned:
- Collaborative partnerships are far more impactful, both for creators and their audiences.
- When brands are open to feedback, creators feel empowered, resulting in content with potential for more impact.
- Audiences value when brands listen – positive feedback fuels influencer programming, but negative feedback is important for future partnerships and product launches. Acknowledging both enhances credibility and creates trust among your target community.
- How We Can Apply It:
- Show up in unexpected ways through community engagement. Comments on TikTok and Instagram can garner thousands of likes and spark conversations of their own.
- Ask your partner questions when the program wraps to gather key learnings and metrics beyond typical performance impressions. Tap into the creator’s expertise!
#2: Authenticity = Key
- What We Learned:
- Consumers increasingly view influencer content (both paid and organic) as unrelatable.
- Partnerships must feel authentic and allow for storytelling that resonates. Genuine connections engage the audience and leave a lasting impression.
- How We Can Apply It:
- Instead of inserting a product into a moment (i.e., National Coffee Day), connect with your favorite creators to see how they can authentically fit your product into their content and narrative.
- Schedule brainstorm calls instead of traditional briefings with partners to streamline discovering how to authentically collaborate. Balance brand guidelines with giving creators room to bring their own vision to life.
#3: Strong partnerships often follow a formula that works
- What We Learned:
- When you find the right balance of brand alignment, creative freedom, and authenticity, sticking to a proven approach helps lead to success.
- Consider these questions and follow these steps for a successful partnership:
- Fields of Play: What audiences are you trying to reach? Arts + Entertainment? Sport + Wellness? Food + Beverage?
- What Would Fit Well in the Sector: How are your target consumers making up both brands’ audiences? What values do the two (or more) brands have in common?
- Authenticity in Partnerships: What can you do that will make consumers say “this is perfect?”
- How We Can Apply It:
- Ensure you keep up with consumer interests and demands.
- Create culture –move quickly alongside what consumers have already established for your brand. Lean in!