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Getting Smart With Influencer Marketing: Ultimate Guide


As influencer marketing becomes more and more popular, more businesses are looking to hire influencers to promote their products and services. But with this increasing popularity comes more questions- How do you find the right candidate for your brand? What kind of contract should you have them sign? And what do you do if an influencer isn’t meeting your expectations?

This article will provide a complete guide to finding, contracting, and firing an influencer.

Why Should Brands Collaborate With Influencers?

Brands should collaborate with influencers because they can help reach a new, more engaged audience. A social media influencer is a the popular kind among the lot. To maximize the effect, hiring a social media influencer for the campaign, will do the job. However, it’s important to find the right influencer for your brand.

influencer marketing

Source: Mediakix

Influencers are someone who can influence others’ opinions and behaviors. They might do this through social media, blog posts, or simply by word of mouth.

Where Can Influencers Connect With Brands?

In the digital age, connecting with influencers is a multi-faceted endeavor. Diverse strategies are available to brands, from social media to online directories and talent agencies. Indeed, one popular method is through social media, as myriad platforms provide bespoke features that enable brands and influencers to connect directly. Take, for instance, Instagram’s “Instagram for Business” feature, which empowers businesses to craft profiles and hunt for influencers who have previously utilized certain hashtags or keywords in their posts. As a result, brands can pinpoint potential candidates who are already singing praises about their products or industry with consummate ease.

Another strategy for connecting with influencers is through online directories. These directories host vast amounts of contact information and social media statistics for thousands of influencers, with many offering granular search filters that allow brands to seek out influencers based on specific criteria, such as location, follower count, or average engagement rate.

Moreover, certain companies opt to work with talent agencies that represent influencers. These agencies are well-versed in the world of influencer marketing and can offer brands invaluable expertise in finding influencers who are an ideal fit for their products or services. In addition, they can deftly negotiate contracts and take care of sundry business-related tasks.

How to Approach Your Influencers?

In the pursuit of an influencer collaboration, it is of utmost importance to first ascertain your exact requirements. Do you intend to enlist the services of a social media promoter or are you in need of an originator of bespoke content that features your brand? Once you have honed in on your specific objectives, it becomes imperative to initiate an evaluation of the prospective candidates that would seamlessly mesh with your brand identity.

There are a few different ways to find potential influencers 

You can use an influencer marketing platform like BuzzSumo or TapInfluence, which offer search tools that allow you to filter by location, topic, or influence level. You can also simply do a Google search or look through social media platforms like Twitter and Instagram to find people who are already talking about your industry.

When you’ve found a few potential candidates, it’s important to do your research before reaching out. 

To ascertain the suitability of an influencer for your brand, a multitude of factors must be taken into account. Firstly, an evaluation of their social media platforms is critical. The frequency and type of content they share, as well as the level of engagement from their followers, should be scrutinized. Additionally, a perusal of their prior work is essential to determine if they align with your brand’s values and image. Only then can you be certain that a candidate is a fitting match for your brand and worthy of pursuit.

The next step is to initiate contact and begin the negotiation process with the influencer. When it comes to negotiating with an influencer, it’s crucial to be lucid about your expectations and budget. Although many influencers have a rate card that delineates their fees for various types of content, others may not, necessitating an adept negotiation approach. Further, the type of contract you ultimately choose to sign must be taken into consideration with utmost care.

What Should You Include In An Influencer Marketing Contract?

In the context of influencer collaborations, it is absolutely imperative to establish a written agreement that delineates the expectations and obligations of all parties concerned. This contractual documentation must explicitly outline the specifics of social media deployment, remuneration, content ownership, confidentiality, and other pertinent legal intricacies.

The compensation clause, as an integral component of the contract, should unequivocally stipulate the remuneration that the influencer shall receive for their services. This clause must additionally specify the manner in which the compensation will be calculated – whether it is to be dispensed per post, per month or based on some other arrangement.

Moreover, the contract must provide the brand with complete ownership rights of all content generated in the course of the collaboration. This guarantees that the influencer cannot peddle or utilize the content for their own ends subsequent to the culmination of the campaign.

Lastly, it is vital to include a confidentiality clause within the agreement. This particular clause ensures the safeguarding of the brand’s confidential information – such as sensitive trade secrets or proprietary marketing strategies. It effectively curtails the influencer from disclosing such information to any third-party entities outside of the confines of the contractual pact.

What if the influencer does not meet your expectations?

In the event that an influencer fails to meet your expectations despite having worked with them, taking decisive action is imperative. The first step involves initiating a dialogue with the influencer to gauge their willingness to make amends. However, if the influencer proves recalcitrant or persists in underperforming, it may be necessary to terminate the contract. When terminating the contract with an influencer, it’s vital to communicate your reasons for doing so with absolute clarity and to have a written agreement that outlines the terms of termination.

Undoubtedly, influencers can prove a boon to promoting your brand. Nevertheless, approaching them with caution is crucial. Conducting thorough research, knowing what you seek, and being transparent about your expectations are all vital. Above all, if an influencer fails to measure up to your standards, do not hesitate to take action and terminate their contract.

What Are The Qualities of a Good Influencer?

When looking for an influencer to work with, there are certain qualities you should look for. 


The foremost aspect to consider in the influencer market is the relevance of the influencer’s following to your own brand. Enlisting the services of an influencer with a mere hundred followers, whilst attempting to market a product to a nationwide audience, is a gross miscalculation.


The influencer’s audience should be actively participating by consistently liking, commenting and sharing their posts. A candidate with a vast, yet unengaged following, pales in comparison to one with a smaller but more zealous following.

#Fitting the shoe

It is equally important to ensure that the influencer’s brand resonates with your own brand ethos. It is crucial that their values align with your own and that their audience exhibits an open and receptive attitude towards your brand. It is ill-advised to join forces with an influencer whose content primarily centers around frugality if you are attempting to promote a luxury automobile.


Lastly, it is essential to work with an influencer who is both reliable and amicable. Signing a contract with an individual who routinely disregards their commitments or is arduous to reach, is a recipe for disaster. Influencer marketing necessitates frequent communication and coordination, hence it is pivotal to collaborate with someone who is easy to work with and promptly responsive.

How Brands Can Build Strong Relationships With Their Influencers – A Summary

influencer marketing

Step 1: Decide what you want them to do.

To locate the ideal influencer, a crucial first step is to clarify precisely what it is you require of them. Will they promote your product or service via social media? Perhaps you seek content creation that features your product or service? Alternatively, maybe you wish for them to attend an event or praise your brand positively on their blog or podcast. Regardless of your intent, it’s paramount to have a well-defined objective before commencing outreach to potential influencers.

Step 2: Do your research and create a target list

Having discerned your requirements, it is now incumbent upon you to embark on your research. There are numerous methods at your disposal. One such method is to utilize a tool like BuzzSumo to gauge the most prominent influencers in your field. Another strategy is to scour social media platforms such as Twitter and Instagram, in order to pinpoint the individuals who are discussing your industry or product. Once you have compiled a comprehensive list of potential influencers, it is imperative to initiate contact.

Step 3: Reach out and build relationships.

The linchpin of any prosperous relationship is communication. When embarking on outreach to an influencer, it’s paramount to be unequivocal regarding your objectives and what you have to offer. Tailor your pitch to the individual and evade coming across as a pushy salesperson. Establishing a robust relationship with an influencer can increase the likelihood of successful promotion of your product or service.

Step 4: Keep track of their progress.

Once you have secured the services of an influencer, it is crucial to keep abreast of their performance. This will enable you to assess whether or not they are fulfilling your requirements. One technique is to establish Google Alerts for your brand or product, which will alert you every time your influencer references your brand on the internet. Additionally, you can monitor their social media activity to gauge the scope of their audience and the impact of their posts.

Step 5: Let them know if they’re not meeting your expectations

If you find that an influencer is not meeting your expectations, it’s important to let them know. This can be a difficult conversation to have, but it’s necessary if you want to maintain a healthy relationship with your influencer. Be sure to give specific examples of what they’re doing wrong and what you’d like them to do differently. If they’re unwilling to make changes, then it may be time to consider terminating your contract.

By following these steps, you can build strong relationships with your influencers that will benefit both parties. Influencer marketing can be a great way to promote your brand or product, but it’s important to do your research and set clear expectations from the beginning. By doing this, you can avoid any potential problems down the road.

Encourage Better Deliverables From Your Social Media Influencer

When working with someone, it’s important to be clear about what you expect from them. Here are 5 ways to encourage better deliverables from social media influencers:

1. Set clear deliverables and expectations from the start

At the outset of your partnership with a social media influencer, it’s essential to establish explicit expectations concerning the type of content you require, the frequency of its delivery, and the platforms on which it should be presented. By communicating your specifications unambiguously from the outset, you’ll be more apt to obtain the content that meets your desired standards.

2. Offer feedback and guidance

In order to optimize the quality of the deliverables produced by your social media influencer, providing feedback is crucial. It allows you to offer constructive criticism and guidance to your influencer when you observe that they are having difficulties creating the content you desire. By doing so, you enable them to comprehend your expectations and develop superior content that aligns with your objectives.

3. Be flexible

Variability is a crucial element in any dynamic partnership. While it’s necessary to have definitive objectives, flexibility is also essential. It’s possible that your social media influencer may be having difficulties reaching your expectations. Therefore, try providing them with more freedom. Suppose your original expectations entailed creating two pieces of content each week. In that case, but they can only deliver one, consider revising your goals to align with what they can produce realistically.

4. Offer incentives

Incentivizing your social media influencer can significantly amp up their deliverables! Offering bonuses for exceeding or meeting your expectations can motivate them to go the extra mile. And when they do, it’s a win-win situation for both parties involved.

5. Be patient

Collaborating with a social media influencer is a journey that requires a long-term commitment. It takes considerable effort and time to develop trust and build relationships, so it’s crucial to exercise patience. By displaying a patient and empathetic attitude towards your candidate, you are more likely to foster a lasting partnership that will fulfill your expectations over time.

By following these tips, you’ll be on your way to getting better deliverables from your social media influencer. Give yourself time. It takes a while to uncover the story of your company, but it’s worth every second!

A little patience goes a long way when you’re looking for content that will resonate with customers and help them identify their needs more clearly than ever before – in other words: make life easier on everyone involved (and give some serious clicks along the way.

Effective Ways to Approve Content Produced By A Social Media Influencer

When working with social media influencers, it’s important to have a system in place for approving the content they produce. Here are a few tips for doing just that:

1. Make sure you have a clear idea of what you want them to promote

Before reaching out to a social media influencer, make sure you have a solid idea of what you want them to promote. This way, you can give them specific guidelines to follow when creating content.

2. Give them a deadline

To avoid any delays in approving content, make sure to give the social media influencer a deadline for submitting their finished product. This will help keep things on track and ensure that you’re able to review the content promptly.

3. Create a checklist of things to look for

When reviewing the content, create a checklist of things you want to make sure are included. This will help you ensure that the social media influencer has covered all the bases and that the content is up to your standards.

4. Ask for a draft before the final product

To avoid any surprises, it’s always a good idea to ask for a draft of the content before it’s finalized. This way, you can give feedback and make sure that the final product is exactly what you’re looking for.

5. Have someone else review the content

Once the content is finalized, it’s always a good idea to have someone else review it before it’s published. This way, you can get a second opinion and make sure that everything looks good.

Approving content produced by social media influencers is easy when you follow these tips.

Social Media Influencer Legal Issues You Need to Know About

When working with social media influencers or any other influencers, there are a few legal issues you need to be aware of. Here are some of the most important:

1. Contracts: When working with a social media influencer or any, it’s important to have a contract in place. This will outline the expectations and responsibilities of both parties. It’s also important to include a clause that allows you to terminate the contract if they aren’t meeting your expectations.

2. Copyright: If you’re commissioning an influencer to create original content for you, make sure you have the copyright to that content. Otherwise, you could find yourself in legal hot water down the line.

3. FTC Endorsement Guidelines: The Federal Trade Commission has a set of guidelines that social media influencers must follow when promoting products or services. These include disclosing any material connections between the influencer and the brand and being truthful about their experiences with the product or service.

4. Influencer Fraud: Unfortunately, there are some dishonest influencers out there who engage in things like buying fake followers or using bots to boost their engagement. It’s important to be aware of these practices and make sure you’re working with an honest influencer.

5. Risk of Liability: As a brand, you can be held liable for the actions of your influencers. For example, if an influencer promotes your product in a way that results in injury, you could be sued. That’s why it’s important to have a contract in place that limits your liability.

6. Pay: Be sure you are clear about how much you will be paying your influencer before work begins. Many influencers expect to be paid per post, but some may also charge an hourly rate. Get all the details worked out upfront so there are no surprises later on.

Hiring the right people is crucial for your influencer marketing business. You want to make sure you’re working with someone who will help promote and market, not hurt or destroy what you’ve built together!


When it comes to influencer marketing, there’s more to it than meets the eye. From finding the right influencers to negotiating contracts and measuring success, there are many ins and outs to navigate. But fear not, as this guide is here to provide you with tips and advice to help you succeed in the world of influencer marketing. By keeping these helpful tips in mind, you’ll be well on your way to achieving your goals.

But if you find yourself in need of some extra help, 12channels has got your back. Our team of experts is ready to collaborate with you to create a campaign that is tailored to your specific needs and goals. We’ll help you identify the perfect social media influencers for your brand and provide guidance on navigating the legal complexities of influencer marketing. Don’t hesitate to contact us today to get started!

2 thoughts on “Getting Smart With Influencer Marketing: Ultimate Guide”

  1. Greetings! Very useful advice in this particular post! Its the little changes that will make the most significant changes. Thanks for sharing!

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