When he posted his posts, the company suddenly said, “No, that does not suit us, and we’re not paying anything for it.” The only choice the influencer had was to re-produce content and re-promote the company’s products – or no money for the previous performance. An acceptance as well as a written agreement did not exist; the influencer was almost powerless.
Karoline Herr, fashion journalist and blogger on www.frollein-herr.com, knows such stories: “Fortunately, something like this has never happened to me personally, but I have heard of such cases.” So far, the influencer, who is following 16,000 people on Instagram, has not signed any legally binding cooperation agreements. “But if such a case happens to me that a customer does not pay, for example, I’ll probably have to do it.”
Written agreements, the 30-year-old but before any cooperation. “Personally, I find it very important, before I agree to a cooperation, to receive a briefing from the brand.” Only when all the customer’s wishes are clear and she herself can bring in change requests, she says. “Then it is important to me to write down the rough points on both sides, because this is the only way to ensure that the cooperation also meets all the expectations,” says Herr.
Signs: Influencers are not banner ads
Her experience in the field of editing plays a part here – she is one of the influencers who already work very professionally. Without agreement no cooperation. “What’s important to me is keeping track of costs, data, and key content in the agreement, which gives me confidence that I’ve kept my part in the cooperation, as well as helping my client get what he’s paying for,” she says she.
Marlis Jahnke, Managing Director of the digital agency Inpromo and founder of the influencer marketing platform hashtaglove.de, advises influencers and companies to sign a written agreement in advance – so no-one can be disappointed in the end. “One must not forget that here people work together, the basic requirement is a trusting cooperation and understanding for the different needs of each other.” Direct and honest communication is important. “That sounds banal, but we still have customer requests that think of influencer marketing as a banner line item,” says Jahnke.
However, that industry has meanwhile gone very far. Testimonial contracts, creative concepts and exclusive cooperation meanwhile determine the industry. “Collaboration between companies and influencers is also a tightrope walk between creative freedom on the part of the influencer and the desire for a clear product message from the company,” says Marlis Jahnke. A credible and as authentic as possible advertising slogan will only work if the brand is suitable.
The cooperation agreement
Professionalization in influencer marketing is progressing. There is hardly any cooperation between companies and influencers without a clear cooperation agreement. Here are the main points of cooperation recorded – to protect the company and the influencer. LEAD lists the most common points in Bookazine 3/18. Click here for the order link: https: //communication.wuv.de/v …
A good briefing leaves no questions unanswered
Whether it fits – or not, you often notice in advance. When the first ideas and briefings are exchanged. Here the expert advises to proceed as detailed as possible. “We structure our briefings in three parts, and we need to clarify the product and platform-specific aspects in the same way as general rules.”
Your influencer marketing platform has the advantage that the influencers registered with it have already approved the terms and conditions of the agency. “Here we regulate, among other things, rights of use, rights of defects as well as, for example, the age limit of 16 years.” In addition to the content briefing include in an agreement according to Jahnke and business information such as price, terms of payment and timing.
A minimum of contractually agreed agreement between influencer and company – especially if there are intermediaries such as agencies in the game – is important. “We always get the feedback from our influencers that they are looking forward to a professional briefing because it avoids misunderstandings and false expectations.” An agreement that bindingly describes the “Dos and Don’ts” brings clarity to everyone involved – and “Ultimately, the joy of implementing the campaign,” says Marlis Jahnke.
The big wish: rules for correct labeling
Karoline Herr agrees. Only remain the tiresome subject of labeling. The blogger marks all paid contributions – always in coordination with the customer. “I still want clear guidelines to stick to – without fear of being warned.” Currently adhere to each of their posts the word “advertising”, although much is a private recommendation. The fear of becoming a victim of the Abmahn wave is nevertheless great.
“The only difference between a paid and an unpaid contribution is that, of course, the customer’s wishes and ideas are part of my concept, but if I do not recommend the product privately I will not cooperate with the brand.” says Karoline Herr.
And what could an ideal advertising solution be? “It would be great to have a uniform regulation of what needs to be labeled – on all channels – blog, Instagram, Youtube.” According to Karoline Herr, this regulation should also apply to magazines. “We’re all advertising, and to distinguish between bloggers and magazines is also misleading in my view.”