Influencer partnerships have become a staple in marketing, but what's the winning formula: short-term flings or long-term commitments? 🤔

Let's find out 🙌

What we are covering on today’s issue:

• Long Term Vs Short Term Influencer Relationships

• Which One to Choose? 🧐

• The Pros & Cons! 💯

A Quick Message from Team Spreadd 🙌

Hey Brands,

You've got goals, and we've got the means. You've got a vision, and we've got the strategy. You've got the budget, and we've got the capability.

The only thing missing is our collaboration.

So why not take the leap of faith and dive in? Spreadd is here, ready to be your influencer agency partner.

We are waiting for you on the other side,

Team Spreadd.

Sprint or marathon? What kind of Influencer Partnership would work best for you? 🔎

Influencer partnerships are tricky af. Period!

It's like winning a lottery, isn't it? Hundred things are ready to go wrong while it takes a helluva effort to get it right and just one thing may go your way.

But that's just part of the story.

It gets trickier when you have to decide between a sprint or a marathon. Because short term partnership in essence is like a sprint- get influencers, draw up a contract (ideally lasting 1- 3 months), have them collaborate for a month or two and bam! Part ways.

While the other is a marathon aka long-term influencer partnership. You and the influencer run together going through all kinds of twists and turns trying to keep up pace and praying to the highest power you make it to the finish line which could be any of these three ROIs- brand awareness, lead generation, sales.

So…Quick Shots or Enduring Alliances?

Which one would you choose? 🤔

If you ask any marketing agency, they will tell you long term influencer partnerships are the way to go. But we are not taking any sides. Our aim is to show you both sides of long and short-term influencer partnerships.

Imagine Brand X, fresh-faced in the startup scene, decides to team up with an influencer for six months to spread the word. Budgets are tight, time's ticking, the usual startup drill, right? Now, picture this: What if that influencer you signed the deed with for the long haul isn't delivering the goods? Or, worse, turns out they're not who they said they were? Maybe their content veers off-brand or—yikes!—they vanish into thin air.

You feel the stress already, huh? We get it. There are about a zillion ways things can go sideways, especially for a startup still finding its feet.

But here's the twist: Short-term partnerships could be just the ticket in some scenarios. You've got a product launch coming up fast, and you need a quick burst of buzz. A short-term collaboration might just be the lightning bolt you need to spark interest without the long-term commitment.

So yeah, a marathon run with influencers? Still our jam.

But hey, let's keep our options open and explore the short-term flings when the situation calls for it, shall we?

Scenario 1: Testing the Waters

You're the marketing manager of a trendy skincare brand, eager to dip your toes into influencer partnerships. Inspired by everyone’s favourite cosmetic & skincare brand - Maybelline - after watching their recent influencer campaign, you decide to kick off with short-term collabs with various beauty influencers on Instagram for your brand! From makeup gurus to skincare enthusiasts, you're casting a wide net to find your perfect match.

As the campaign rolls out, certain influencers shine brighter, sparking more buzz and sales. Take, for instance, a makeup artist whose tutorials on your products earn rave reviews. You're already eyeing her for future long-term partnerships. 

Takeaway: Experimenting with short-term collaborations helps identify high-performing influencers who can potentially become long-term partners, aligning with your brand's goals and values.

Scenario 2: Seasonal Sales Buzz

To make a splash, you team up with a squad of lifestyle influencers, taking a cue from Myntra's playbook. From fashion bloggers to fitness enthusiasts, each influencer brings their unique audience to the table, expanding your reach and driving traffic to your website.

As the sale kicks off, you monitor the performance of each influencer's content. You notice that certain influencers excel in driving traffic, while others excel in generating engagement on social media. This insight helps you tailor your influencer selection for future campaigns, maximising results.

Takeaway: Short-term influencer partnerships are ideal for limited-time offers or seasonal campaigns, allowing brands to reach diverse audiences and drive sales during specific promotional periods.

Scenario 3: Fresh Takes on Brand Promotion

Imagine you're leading a luxury watch brand aiming to up its online game through influencer partnerships. But you're not keen on being tied down to one creator's style for too long.

Taking a cue from Daniel Wellington's collaboration with cocktail nano-influencer Kelly Pettit, you opt for short-term flings with a variety of content creators. From fashionistas to jet-setters, each influencer brings a fresh spin to your brand.

Then, one influencer blows you away with their creativity, seamlessly integrating your watches into breathtaking travel photography that resonates with your audience and boosts sales.

Takeaway: Short-term collaborations offer brands independence from a single creator's ideas or content style, allowing for diverse and fresh takes on brand promotion.

Scenario 4: Partnerships with big fishes

Engaging mega-influencers can be costly, but the benefits are substantial. With one post, your brand can reach millions, creating a buzz that boosts credibility and generates interest. This is especially valuable for product launches or announcements, allowing you to gauge the impact and potential for future investment. Even if your product doesn't need frequent repurchasing, the exposure can significantly increase brand awareness. 

Takeaway: Despite the high cost, collaborating with mega-influencers offers a unique opportunity to make a big impact in a short time. Komal Pandey, Bhuvan Bam, Kusha Kapila, Dolly singh-  all these mega fishes have worked with brands and added value.

But there’s always a ying to the yang. Short term influencer partnerships may not work as effectively in following scenarios: 

• Rushing short-term influencer partnerships, especially for D2C brands, can backfire and hinder long-term growth.

• Quick campaigns may fail to establish a genuine connection between the brand, the influencer, and the audience.

• Short-term partnerships may not allow enough time for influencers to fully understand and advocate for the product.

• Difficulty in Measuring ROI: The impact of short-term campaigns may not be directly measurable or immediate.

So there. You’ve had a run with short term partnerships, it's time to take the long walk as we get into the nitty gritties of long term influencer partnerships.

Long-term influencer partnerships are not just about reaching the finishing line; they're about the journey. These partnerships require ongoing collaboration, trust, and alignment of goals, resulting in shared success and a strengthened bond between your brand and the influencer.

They require patience, commitment, and trust, but the rewards are worth the investment. 

Every iconic brand we know today—be it Apple, Nike, Zara, or BoAT—has relied on long-term partnerships to shape their narrative and elevate their brand presence. 

So what makes Long term relationships with brands so important?

Let’s dig in deeper!

Influencers become the face of the brand 

Influencers assume the role of representing the brand's identity and values to their audience.

• Long-term Brand Integration: Over time, influencers become deeply integrated into the brand's narrative, going beyond simple promotion.

• Connecting Brands and Audiences: They serve as a bridge, establishing authentic connections between brands and their target audiences.

• Case Study on point: One of our creators - Tapasvi Patel's collaboration with Svaraa, an Indian lab-grown jewellery brand. Within five months, Tapasvi's partnership transitioned from promotional to a trusted guide, fostering strong loyalty among her audience towards the brand.

Brand loyalty

Brand loyalty is not just about attracting customers; it's about keeping them coming back, time and time again, regardless of the competition. 

• Trusted Guides: Just as travellers rely on trusted guides, consumers trust influencers to navigate the sea of brands. 

• Evolving Beyond Promotion: Through ongoing collaborations, influencers become more than promoters; they become trusted companions, aligning their persona with the brand. 

• Fostering Familiarity: This consistent reinforcement builds familiarity, trust, and shared values, customers become more than mere buyers; they become devoted fans.

Consistent Messaging

Today it's a digital jungle out there. In today's digital landscape, with millions of users across platforms like Instagram and YouTube, consistency is key to standing out amidst the noise.

• Long-term Influencer Partnerships: Long-term partnerships with influencers facilitate the development of a cohesive brand narrative, resonating with audiences across diverse platforms and touchpoints.

• Engagement with Consistency: Just as a compelling series with a consistent storyline captivates viewers, consistent messaging from trusted influencers keeps consumers engaged and invested in your brand journey.

Deepening Engagement

Ever watched a TV series and felt a sense of connection with the characters as the seasons progressed? That's the power of long-term storytelling. 

• Creating Meaningful Connections: Ongoing collaborations empower influencers to explore various aspects of your brand story, forging meaningful connections with their followers.

• Sustained Engagement and Brand Recall: Sustained engagement leads to increased brand recall and encourages repeat interactions, driving conversion and advocacy among the audience.

Adaptability and Evolution

• Embracing Creator Freedom: Agility is essential in creator collaborations, and long-term influencer partnerships provide the flexibility needed to adapt and evolve strategies according to changing trends and market dynamics.

• Staying Ahead of the Curve: These partnerships allow brands to embrace new platforms, experiment with content formats, and tap into emerging cultural movements, staying ahead of the curve in innovation and growth.

• Continuous Optimization and Improvement: Dynamic between a brand and its influencers evolves over time, enabling continuous optimization and improvement in strategies and execution is important.

Authenticity and Trust

Authenticity isn't just a buzzword; it's the foundation of trust. Long-term partnerships provide brands with the opportunity to authentically showcase their values and beliefs, fostering genuine connections with their audience.

• Keeping it Real: Customers have a keen sense for authenticity and can discern genuine care from superficial gestures. Long-term influencer partnerships enable brands to cultivate authentic relationships based on trust and mutual respect.

• The Endorsement Impact: As influencers become deeply integrated into the brand ecosystem, their endorsement carries greater weight and authenticity in the eyes of their audience.

• Fostering Trust and Credibility: This authenticity fosters trust, credibility, and goodwill towards the brand, resulting in stronger brand affinity and advocacy over time.

But hello!! Nothing comes without cons. Here are some when you are in for a long run

• Delayed Financial Gain: Influencers often charge substantial up-front fees for long-term partnerships. It may take months before you start reaping the rewards of your investment.

• Quality Dip: Over time, the content quality produced by an influencer may decline. Maintaining consistent creativity and freshness can be challenging.

• Audience Evolution: An influencer’s audience may change or evolve. Sticking with the same influencer might limit exposure to a specific group of people, potentially missing out on reaching new audiences.

Be it Sprint or Marathon! At Spreadd, we're all about paving the way for brands, and we see value in both the sprint and marathon approaches—it's all about the situation.

Sometimes, it's like gearing up for a marathon, committing to long-term relationships and steady growth with influencers. Other times, it's more of a sprint, needing that quick boost for a specific campaign or launch. By understanding each brand's unique needs, we ensure they're running the right race at the right time, guiding them to success in the dynamic world of influencer marketing.

Find your brand's influencer stride. Sprint or marathon, we'll tailor your journey. Let's Set GOOO! 🚀🏁

Reinvent great content for your brand with Spreadd 🙌

We hope our issue gives you fresh insights into Influencer Marketing!

Are you planning your next brand campaign? Let us help you Spreadd Your Story!

Let’s pair you with top creators and craft unforgettable campaigns together — all in one place.

Wait no more! It’s time to spread your wings and fly high! 🚀

We are waiting for you on the other side,

Team Spreadd.

Thanks for reading this issue of The Brand Advocate, we are bringing you hand-crafted marketing insights from the world of startups and businesses and delivering them straight to your inbox, every Thursday.

See you next week,

Team Spreadd