How can you work with influencers who have partnerships with your competitors?

Why would you work with an Influencer who has partnered with a competitor? Surely the pull of influencers is bigger. How would you even position that?

No estoy de acuerdo que se contraten influencer de la competencia, pues creo que pierde credibilidad el producto que se quiere posicionar. Ahora, de hacerlo, debe partir de la buena fe, de un grado de confianza, y de dejar claras las condiciones del contrato, como por ejemplo, por qué considera que es necesario para la empresa acordando una confidencialidad para que no ponga en riesgo la imagen de la empresa ni de la competencia.

With the number of micro and major influencers to choose from, why would you form a partnership with one that’s collaborating with a competitor? I can think of no better example of brand confusion than trying to make this work. Find another influencer that has an audience that needs your solution and start there.

A creative way to work with influencers who may be working for your competition is to first ask them if they are open to creating User Generated Content for your brand and if their current relationships hinder them from doing that. This way you are getting assets from the influencer that can be used in multiple creative marketing strategies. Typically most influencers are honest and transparent about their brand deals. Second, have them make sure whether verbal or written if there is an exclusivity clause - if there is - UGC is still a great way to get assets and not have someone violate their contract.

Instead of directly probing into an influencer’s existing contract terms, focus on gathering market intelligence. This includes understanding the influencer’s audience demographics, engagement rates, and content style. Utilize this data to identify unique opportunities where your brand can offer something distinct and appealing, separate from what your competitor might be offering.

A lot of influencers work with many brands therefore you should always find out what their contracts entail before engaging them.

A lot of influencers work with many brands therefore you should always find out what their contracts entail before engaging them.

A good idea is to start the discussion by praising the successful collaboration the influencer has with your competitor. A honest chat is always welcomed. Express your interest in a mutual partnership and present a few options, encouraging a brainstorm session.

Respect influencers’ existing contracts but subtly position your brand through indirect messaging. For example, if the influencer talks about a specific problem your competitor’s product addresses, subtly highlight your product’s unique solution to a related issue. This method, akin to comparative advertising, allows you to be present in the conversation without direct conflict.

In using reverse psychology, you can praise the fact that the influencer works with your competitor and make reference to a particular campaign that you saw. It boosts your reputation in their minds. Also, don't try to ask personal questions about your competitor. Keep it professional.

They may be in a partnership with your competitor, but the two brands may have different unique offerings. Based on the stipulated clauses in their contract, they can still collaborate with your brand on a new product offering or a campaign promoting the USP of your brand.

The reason why they're an influencer is because their audience has a clear and authentic connection with them. Don't ruin that by doing things that could cross legal and ethical lines. Make sure you're following all the proper disclosures.

In dealing with influencers, I've noticed how crucial it is to establish clear communication from the start. This means setting expectations about the partnership, especially when they're also working with competitors. It's not just about following rules; it's about being upfront about your brand's values and what you stand for. Also, I've seen that giving influencers the space to be creative within these boundaries often leads to more authentic and effective content. They know their audience best, so trusting them to deliver your message in a way that resonates can really pay off.

A clear and open-ended relationship is crucial to build a transparent collaboration with an influencer. They serve as brand advocates for the brand, and as such, they live and talk about the brand. New customers will be drawn to your brand based on the user experience an influencer promotes from the produce or service offering from your brand. Hence, it is crucial to be transparent with influencers who have partnerships with your competitors in the same industry.

Try to find personal details about the influencer. Send him a gift when his child is born, a card for Christmas, or a small attention for his birthday. Show that you care. Show that you see him as a human being, a partner, not as a money generator.

* Understand Existing Partnerships * Identify Shared Values * Differentiate Your Offering * Offer Exclusive Deals or Content * Leverage Niche Influencers * Build Authentic Relationships * Transparent Communication * Emphasize Coexistence * Strategic Timing * Cross-Promotion Opportunities * Monitor and Measure Performance * Legal Considerations: Ensure compliance with legal and ethical standards. Influencers may have exclusivity clauses in their contracts with competitors. Work closely with influencers and legal counsel to navigate any potential conflicts. Last but not least: * Be Adaptive!!!

Echoing some of the other contributors on this article: You should avoid working with influencers that are in formal business arrangements with your competitors. It rapidly commoditizes your messaging and can potentially diminish the perception of your brand/products. Proceed with caution. Two other things to consider: 1) If that influencer has a history of long-term strategic engagements with a larger competitor it could result in legal action and/or drama if you try to work with them. 2) Anything you say to an influencer working with your competition could very well be used against you in a campaign for that competitor. (And the brand that pays the most usually wins in these arrangements when they go sour.)