You're working on a social media project with influencers. How do you ensure they meet deliverables?

If you threaten them with violence, they usually perform above and beyond. Do not feed them. If they are hungry they will be more subservient.

Influencers are the new celebrities in the era of social media. Choose your influencer wisely and set clear expectations and metrics to measure success. Create an environment where their creative juices can flow. Remember that an influencer is not a full-time employee of your organization and has competing priorities. So set realistic check-in and feedback schedules. Hold your side of the contract that demonstrates ease of doing business.

Clear contracts are great but many influencers don’t take on projects with tons of “extra work” so don’t make them such that they need to pay a lawyer to read it and redline in, do send it e-fillable like docusign for their convenience, and understand that if you make it too onerous that they may just walk.

Communicate. This is the key to ensure everything is on the same road. Whether through proposals, references, or verbal discussions, it's important to clearly communicate our plans and goals. Ultimately, we are all human and share a connection. Before formalizing legal contracts, ensure that both parties share the same goals and have clearly conveyed their expectations.

Set clear expectations—no guesswork. Use a timeline—because deadlines aren't optional. Communicate regularly—nagging, but nicely. Provide resources—make it easy for them. Track progress—channel your inner detective.

Help them help you. Be aware that they likely are juggling multiple projects, and the ones who make it easiest for them to achieve the goals and expectations will usually get the best ROI.

One thing I have found helpful is a project timeline outlining periodically milestones the group has to achieve. This helps to track progress in projects. Also, scheduling weekly meetings or regular meetings is a great way to keep all the members of your team informed about the overall project progress and also to settle any concerns that arise during the project execution. Project management tools like Asana, Trello and Notion are useful tools to track your team's progress.

Influencers are the new celebrities of our era. Make sure you make them feel important. Don't just check in but go take them out for drinks and show them a good time and that you care! Yes these guys and girls want to make a buck but without the love you ain't going nowhere soon.

These check-ins enable you to monitor progress, provide timely feedback, and make necessary adjustments to ensure alignment with campaign goals. Schedule periodic meetings or calls to discuss content development, review drafts, and confirm posting schedules. Use these opportunities to offer guidance, clarify expectations, and address any concerns or challenges that arise. Effective communication fosters a collaborative environment and enhances the quality and effectiveness of the influencer campaign. Regular check-ins help maintain momentum and ensure the project stays on schedule and meets objectives.

Schedule frequent updates to review progress, address any challenges, and provide feedback. These check-ins create a structured environment for accountability and foster a collaborative relationship, ensuring that goals are aligned and expectations are met. Additionally, maintaining open lines of communication helps preemptively resolve any issues and keeps the project on track.

These are creative people you are dealing with. Trust them to know the pulse of the viewer. You care about selling, but they care about connecting with the audience. So, clear briefs are great but do keep an open mind for their ideas.

Provide clear guidelines and objectives while encouraging influencers to showcase their unique style and perspective. This approach allows them to create content that resonates genuinely with their audience, enhancing authenticity and credibility. By trusting influencers' creativity, you can leverage their expertise to craft content that feels natural and compelling, which in turn can boost engagement and strengthen your brand's connection with their followers. Regularly collaborate and provide feedback to ensure the content aligns with your brand's values and messaging while allowing room for creativity to flourish.

Make sure it's the right creative freedom. Brands can be overly protective especially in these days. Setting the right tone and expectation in the brief is extremely important. On the other hand it's always important to let "Ted be Ted" (yes I just quoted Ted Lasso) . By bringing them all together in great harmony you will find that it's easy to bring the creative juices together and even your clients won't be afraid to think out of the box.

By aligning their creative vision with your project’s goals, you foster genuine engagement and build stronger connections. Trusting influencers to showcase your brand in their way not only enhances the effectiveness of your campaign but also encourages innovation and enthusiasm on both sides.

Si conocemos bien al influencer (que sería lo suyo) es importante darle la mayor libertad posible para que se sienta a gusto... Si no permites esa libertad acabarán realizando una publicidad negativa de la marca una vez que finalicen en contrato con nosotros.

If you're in it for the metrics please stop immediately. After doing this for about 8 years you soon realize that you can't really be unique if you don't know what content works well with your audience. You only get there by owned media. Not paid media. Step up your game and allow yourself to fall on your #ss a couple of times to really understand your audience and then once you've made the perfect "viral" clip you boost the living daylights out of that and start creating spinoffs. #garyvaynerchucklove

Les KPIs sont obligatoire ! C'est cela qui permet d'analyser si le projet a bien marché ou pas. Il est nécessaire de partager les KPIs dès le début à l'influenceur pour qu'il puisse connaître la demande de la marque et travailler en conséquence.

Define specific, measurable goals such as increasing brand awareness, driving website traffic, or boosting engagement rates. Choose key performance indicators (KPIs) relevant to each goal, such as reach, impressions, click-through rates, likes, shares, comments, and conversion rates. Establish benchmarks based on historical data or industry standards to track progress effectively. Regularly monitor these metrics using social media analytics tools to assess performance, identify trends, and make data-driven adjustments to optimize your strategy. Clear performance metrics ensure accountability and provide insights into the impact of your social media efforts on achieving business objectives.

Define specific, measurable goals such as engagement rates, reach, and conversions that align with the campaign objectives. Regularly review performance data and provide constructive feedback to keep influencers on track. By maintaining open communication and setting transparent expectations, you foster a collaborative environment that drives successful outcomes and strengthens partnerships.

It demonstrates professionalism, reliability, and respect for their work. Establish clear payment terms and adhere to them consistently. Communicate payment schedules upfront and ensure invoices are processed promptly upon receipt of deliverables or according to the agreed timeline. Timely compensation not only fosters trust but also motivates influencers to prioritize your projects and deliver high-quality content. It strengthens your reputation as a trustworthy partner in the influencer community and encourages long-term collaboration. Regularly review payment processes to streamline efficiency and uphold your commitment to fair and timely compensation.

Many creators are under compensated or not compensated at all. Lack of compensation is the primary reason why brand deals and collaborations fall through. Value your creators and they will value you!

Cumplir con lo pactado de forma rápida, supondrá una mayor afinidad con el o la Influencer tanto en el presente como en el futuro.

Cuidar esa retroalimentación será fundamental para conocer al actual influencer que colabora con nosotros como a los futuros que vendrán. Es importante dejar un registro claro de cómo ha funcionado el proceso de retroalimentación con el influencer para afrontar la relación con otros influencer en el futuro.

- Define deliverables and timeline. - Ensure the influencer's values, content style, and audience align with your Brand's image and goals. - Assess the influencer's engagement rates (likes, comments, shares) to gauge how effectively they connect with their audience. - Review the quality of the content, including creativity, production quality, and consistency. - Authenticity is crucial. The influencer should genuinely use and believe in your product or service to earn the trust of their audience. - Analyse the influencer's audience demographics to ensure they match your target audience. - Use performance metrics tools to measure the campaign's success. - Conduct a post-campaign review to evaluate the success of the collaboration.

Contracts and clear and concise briefing documents are integral, but finding the right influencer partners is the key to ensuring deliverables are met. Whilst research can take time, the due diligence done at this stage will help you identify influencers who can authentically deliver your brand messaging without impacting their creative integrity and ensure a smooth process throughout the project.