​Are the Wild West days of influencer collaboration over?

The latest AANA rulings have opened up fresh debate as to how to engage in authentic influencer collaboration


Butcher Baker & Co Communications’ director, Jane Evans
Butcher Baker & Co Communications’ director, Jane Evans

Expert Tips for brands to effectively collaborate with influencers

From Butcher Baker & Co Communications’ director, Jane Evans

Accept that aligning and affiliating with influencers in brand campaigns is legitimate and expected – be open and transparent.

Develop guiding principles for your brand - whether you are a small business or a large one, understand down why it makes sense for you to work with influencers, and also what rules you will operate by (and ask of influencers) to ensure transparency. Share this with customers and staff.

Create visible cues as part of your campaign - How will you make sponsored content highly visible? Innovate, be creative and consistent.

Become your customer - How would you customers feel if they didn’t know you had a commercial arrangement with an influencer? Keep your campaigns genuine and real. This probably means that you won’t limit yourself to the AANA rules alone but apply across the board.

Practice the rule of seven - Plan for seven times that you can declare a specific commercial interest with an influencer to your customers and importantly why it makes sense – from website to social channels to newsletters. Make sure the influencer does same.

Take a partnership approach, and expect two-way transparency - from both influencers and also PRs / third parties. If you are working directly with an influencer, be clear on your expectations of them, and work out together how you can meet the requirements of the code and expectations on transparency in a way that makes most sense for both brand and influencer.

Don’t be bound by the AANA rules - An influencer is invited to attend a dinner at a restaurant for free on a no strings basis / no specified quid pro quo – this is not in breach of the AANA code. But is it relevant to future customers to know that influencers attended the event for free? Probably. And what about products sent out as gifts? That too. Think about it from the perspective of customers - and keep campaigns transparent and real.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

Creative technologist, The Royals

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Why it's important for me to know that? I don't get it, sorry.

James Fogle

7 things you need to know about Facebook's mood experiment

Read more

Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...

Govind Dadhich

Image intelligence:10 must-see infographics for marketers

Read more

Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in