Influencers Should Be Selective of the Brands They Choose to Partner With

Is this the right brand for you to partner with? © Jacob Bøtter
Is this the right brand for you to partner with? © Jacob Bøtter
Last week I blogged about why brands need to be selective of the influencers they partner with, but the same is true vice versa. Influencers need to choosy about which brands they decide to align themselves with as well. When aligning yourself with a brand, and that’s exactly what you do when you work with one, you must consider some of the following.

Interested or Not?
The first thing is, are you even interested in the brand? Do you like them or dislike them? If you don’t like them, you won’t be motivated to work with them. Even if the financial payoff good, it’ll be very hard to stay authentic, and that’s something that your readers and followers will pick up on. I don’t have to spell out how important it is for an influencer to been seen as authentic. Will working for this brand conflict with other projects from other brands that you’re already working? If so, then you probably shouldn’t take the job.

Values?
So a brand just reached out to you about potentially working with them, and you’re indifferent about how you feel. You don’t dislike them, but you don’t like them either. You might not have even heard of them. So logically you start to research the brand and you start to get a sense of what the brand stands for by reading its mission statement and seeing what charities and activities the brand sponsors or participates in. You might even look at a job board site and read employee reviews. All of that and what headlines the brand has been in recently will give you an initial sense of what the brand stands for and how the public perceives them. And by extension, if you work with the brand, it will be how the public sees you. Remember, it’s all about perception. If you find out that the brands values aren’t in line with yours, you might want to think about declining the offer.

What’s the project?
Even if you are enamored by the brand that is reaching out to you, you have to consider the project. If you’re a blogger, is this project going to be beneficial for your brand as it is represented to your followers and readers? If the answer is no and you take the job, you risk losing your audience. Is the project worth your time? You might be in love with the brand, but what they’re expecting is completely unreasonable. If that’s the case, I would suggest not taking the job.

Future opportunities?
Is this a one-time job or will there be future opportunities to work with the brand again? This is a big question and really depends on your schedule and availability. Don’t bite off more than you can chew. If you commit to something that’s long term and can’t follow through, it’s going to look bad for you. Also, keep your expectations realistic and your mind focused on your long term goal. If this is your first time working with a brand it’s also your opportunity to prove to them that you’re worthy to work with again. The brand needs to see how beneficial it is to them to work with you.

With all of this in mind, don’t sell yourself short. Remember, the work that you do with a brand needs to benefit you as well. When the opportunity is mutually beneficial, the best results are attained. What are your thoughts about working with brands? How do you decide on whether to work with one or not?

6 thoughts on “Influencers Should Be Selective of the Brands They Choose to Partner With

  1. Loving your posts on this Jason! I do my FitFluential campaigns but am honest about the review AND I don’t pick campaigns by brands I know I will not like…

    Separate from that, I do have my own inner moral code which kinda gets in the way a lot – maybe why I am still looking for work. 😉 BUT YES, I do ask questions before working with a brand. Now if I could just get the ones I really really love to pay me! 🙂

  2. Jason, you are on point here as usual. I will only work with brands I truly love. I will not work with companies that treat me poorly either; if they’re treating me poorly how badly will they treat my readers as paying customers? There needs to be respect on both sides of a relationship for true value to be given, to the brand, to the blogger and most importantly to the readers.

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