There are no rules set in stone for influencer marketing. The best approach is to try something different using influencer’s USP

Authenticity, values, and goals are the cornerstones of establishing any mutually beneficial partnership. Successful long-term collaborations between brands and influencers are anchored in carefully thought-out strategies and insights.

Defining goals

Before partnering with influencers, brands and advertisers must identify their campaign objectives, from determining KPIs to building a streamlined workflow for the various stages of the campaign.

Choosing the right influencer

Selecting influencers for the campaign is one of the most crucial steps. Choosing profiles that align with the brand's values and appeal to its target audience should be the deciding factor. It's important to consider factors such as audience demographics, credibility, and content quality. The relevancy and authenticity of the influencer's content are what will drive up the engagement levels for your brand campaign.

Ensuring creative freedom

Brands and advertisers need to realize that influencers have a deeper understanding of their audience than they do. Building genuine relationships with influencers comes through sheer transparency.

Influencers must have the creative freedom to create content that is impactful and resonates with their audience. In any collaborative effort, mutual respect and freedom are essential. Brands must keep influencers informed with recent updates, encouraging them to create content in their authentic style.

Steer clear of the conventional

Remember, one size does not fit all. Taking a tailored approach that brings the target audience closer to the influencer personas will guarantee the success of the campaign.

Recognize the influencer’s strengths

Studying the strengths of the influencers you are considering for a campaign plays a key role in its execution. Let the influencers bring out the best with their creative skills. It's not just about them; it's their unique way of highlighting your product that will drive engagement.

Try a Mix and match approach

Having access to a mix of micro, macro-influencers, and niche influencers will help you target a broader audience, ensuring better reach and engagement for your campaigns.

Set up performance metrics

Before you dive deep into executing your campaigns, ensure you have performance metrics in place. What defines the success of your influencer marketing campaign: engagement rates, audience growth, conversion rates, brand sentiment, or something else?

Tap on multiple channels

From podcasts to videos, consider how you can amplify the reach and effectiveness of brand collaborations. Remember, it's not just influencer marketing alone that builds brand recall. Marketing initiatives that support your influencer marketing efforts can further propel your brand, creating a holistic and memorable brand experience.

Collaborative influencer partnerships

Instagram's ecosystem encourages collaborations among influencers and content creators. Brands must not miss this opportunity to rethink content creation, harnessing the combined strengths of both content creators and brands. There are no rules set in stone for influencer marketing. The best approach is to try something different. When both parties benefit, the partnerships tend to last longer. The secret sauce is taking a collaborative approach, which leads to authentic conversations about your brand among the audience.

(The writer is the founder and CEO of icewines; views are personal)