Earlier this month I got into an IG Live conversation with an influencer regarding another influencer who had come under fire because of some misconduct while working with a brand. The conversation progressed to influencer and brand relations and made me realise how much the so-called little things go a long way to solidifying brand/ influencer relationships and practices some influencers in the industry could refrain from to make themselves more appealing to the brands they would like to work with.

1. Your Presentation

There is the saying that, you only get one chance to make a first impression and as an influencer, this couldn’t be any closer to the truth. As the influencer marketing space continues to grow, brand strategists and anyone working closely with influencers will continue to share information amongst themselves about who is the best to work with on campaigns and while I have my reservations on this, that still won’t stop what’s already the norm.

I advise that you always present yourself in the best possible light, to stand out, you can achieve this with a detailed media kit that showcases some of your best work to give the brand an idea of what you can offer them. Remember you define how brands perceive you.

2. Your Conduct

It is normal for some brands to contract their influencer marketing campaigns to Ad agencies. When working with agencies, you should conduct yourself with the same level of professionalism you would if you were working with the brand directly.

For instance, if at any point during the campaign process you have a problem, do not contact the brand directly but instead deal with your point of contact at the agency level. Deciding to go along with the former reflects negatively on the agency and you as an influencer and would make it less likely for them to call you back for a future brand partnership

3. You are More Money Focused

Before anyone bites my head off, let me start by reaffirming the need for brands to pay influencers they partner with their worth because indeed exposure does not pay the bills. However, as an influencer when you are first approached for partnership, remuneration should not be the first thing you begin to discuss.

This is a red flag for most brands and you don’t want to drive them away before the discussion has even begun. Instead ask for more information about the brand, what the creative concept is and what you can bring onboard. This is also a great opportunity to further sell yourself, if you have multiple channels and propose your ideas. It is a partnership after all and therefore the brand must also feel you have their best interest at heart. Once discussions on this are done, you can delve into remuneration.

4. Oliver Twisting It

Brands may ghost you because you are the type of influencer that keeps coming back to ask for more money even though the contract has already been signed. Yes, I understand that some impromptu issues may have caused you to adjust your fees, but that is your problem and not the brands'.

To avoid getting into this rut, you would need to plan for everything involved in the campaign and have clarity on what the brand's obligations are and what yours would be. Do you have the equipment required? Have you factored into your rates, transportation and accommodation? Would you need to hire external creatives to help you achieve your end of the bargain?

These are a few of the questions you should be asking yourself while putting together your rates for the campaign. If you are under budget for the campaign or an impromptu cost comes in after the contract has been signed, it is best practice that you bear this cost. If not for anything at all, for your reputation and the preservation of the relationship with the brand. To avoid this, take the time to plan and ask the relevant questions.

5. Ghosting After Collaborations

Imagine you bought an item online, paid for the delivery and your goods never showed up. You and I know you would not find it funny, you might even go further to brand the company as fraudulent. So imagine you doing this to a brand as an influencer, you take their money and then you ghost when the time arrives to present the deliverables.

No reason justifies this, it may seem like common sense, but if you know you cannot deliver on what the brand wants, politely turn down the offer. If your channels are not equipped to take on brand partnerships, turn down the offer. If you do not foresee a good working relationship between you and the brand, walk away nicely. Under no circumstance should you accept payment and not deliver. This does your reputation no favours, so please be guided.

Professionally conducting yourself goes a long way as you build your brand as an influencer. Do not take the so-called little things for granted.