You're struggling to give feedback to influencers. How can you maintain the relationship?

In a recent campaign for a fitness brand, I collaborated with several influencers. From the outset, I clearly outlined our goals and expectations while encouraging them to share their ideas and preferences. Midway through, I provided constructive feedback on content alignment, emphasizing our mutual goal of boosting engagement. I also invited their input on what could improve. This open dialogue not only refined the campaign but also built strong, lasting partnerships with influencers who felt valued and heard.

Open dialogue is crucial when collaborating with influencers. Setting clear expectations upfront and encouraging mutual understanding lays groundwork for honest, respectful communication. When providing feedback, approach it as a partnership. Express appreciation, frame feedback to align with shared goals and campaign success. Effective communication is two-way, so remain open to influencers' perspectives.

In a campaign for a tech gadget, an influencer’s posts lacked the technical details we wanted to highlight. I provided specific feedback, showing examples of how other content successfully integrated these details. I suggested incorporating short demo videos and user testimonials to better align with our message. The influencer appreciated the clarity and made the adjustments, resulting in content that resonated better with our target audience and improved engagement metrics. This approach ensured the feedback was actionable and supportive.

Maintaining a positive relationship with influencers involves providing balanced feedback alongside recognition of their strengths. Acknowledge their contributions and the benefits they bring to your brand. This positive reinforcement not only boosts influencer morale but also demonstrates a genuine appreciation beyond constructive criticism. It cultivates a supportive atmosphere where influencers feel respected and inspired to sustain their collaboration with your brand.

The timing of feedback is crucial, especially with influencers. Avoid delivering critiques immediately after content is posted. Instead, allow time for content evaluation and reflection. Schedule feedback discussions at a mutually agreeable time to foster a constructive dialogue. This approach ensures feedback is received in a manner that promotes understanding and growth, rather than defensiveness.

Everyone needs context and knowledge to be successful, this includes influencers. In many ways, you've hired them to an extension of your team. They're promoting your product or service. To get the best results you should treat them like they're on your team. Provide information into your audience, show them your assets, provide feedback when necessary, and support their successes. For an influencer relationship to succeed, commit to it.

Flexibility and willingness to compromise are key. Influencers have unique styles and audiences, so allowing creative freedom, while incorporating feedback, is essential for authentic, resonant content. Striking a balance between marketing objectives and creative expression strengthens the relationship and leads to more successful future collaborations.