The Secret to Successful Influencer Partnerships

Over 70% of consumers will tell you they love a good brand partnership moment. The psychology behind this thrill goes back to brand trust. With more and more consumers putting their money where their trust is, partnerships between two strong brands double down on consumer confidence in their buying decisions.

Co-branded partnerships (think Salesforce and F1, Nike and Ben & Jerry's, and McDonalds and BTS) are just one example of collaboration between brands. Influencer marketing - in a more nuanced way - is one brand (typically an individual) using the trust they've built with an audience to champion another. As of this year, the global influencer marketing market value stood at 21.1 billion U.S. dollars, having more than tripled since 2019. 

Influencer marketing is here to stay. And it works. It wouldn't be shaping the way so many organizations plan and allocate marketing spend if it didn't.

But the question still stands: what's the "secret sauce"? How do we create (and recreate) those moments when two brands come together and accomplish WAY more together than they ever could apart?

Client Case Study: Compassion International

A client of mine—Compassion International—wanted to explore this question in the aftermath of a roaringly successful collaboration that will change the lives of more than 700 children in poverty forever.  

My task: tell the story of this partnership and prepare leaders to consider what works and what doesn't when it comes to influencer collaboration. 

Forming lasting partnerships

Thinking about pursuing a brand or influencer partnership in the future, I'd consider two things:

• Relationships first. At the end of the day, the digital mediums we use to stay connected today are communities too. And the influencer you're partnering with isn't just a means to an end - they're a person with worth and dignity - as are their followers! The secret to a successful partnership starts with cultivating - and sustaining - a healthy relationship. Get that part right first. Any outcomes you're looking for will flow from that.

• ROI isn't the "end all, be all." Success can't be measured through acquisition dollars alone. Back to the brand trust concept, choose to play the long game with your partners and consumers. Broaden your list of KPIs to monitor. There's much to be said for defining success holistically.