A really great way to garner extra exposure for your brand is partnering with bloggers and other influencers that have an authentic following that meshes well with the aesthetic of your brand. When I am looking for individuals to collaborate with for my clothing line and for other clients, I look at five different things, while they don’t necessarily need to have all five, there are definitely some deal breakers if you want to get anything out of collaborating.
- The first thing I look at when I am finding brand enthusiasts or ambassadors is their style and aesthetic. There are lots of great bloggers with tons of followers, but if my product doesn’t look like something that will fit into their every day lives, then it wouldn’t be a good fit because chances are, the product wouldn’t fit into their follower’s style either. You don’t want a collaboration to come off as spammy or like an advertisement, so it’s really important that your product placement looks cohesive.
- The amount of followers they have on social media (specifically, Instagram). Since many people are turning towards microblogging- using social media such as Instagram to write longer posts and blogging full posts less, I feel that Instagram is one of the most useful ways to get your products in front of future consumers. I typically think that anything over 1,500-2,000 followers deserves a closer look.
- Once you have singled out some people to look into and they have the amount of followers you’re targeting it’s really important to look into the quality and level of engagement given the amount of followers they have. Other than collaborating with someone who fits your style, I think this is the most important thing to look at when choosing who to send merchandise to. Many people “buy” their followers on sites like Instagram, so before choosing who to collaborate with, I do two things: the first is go to their followers list and do a quick recon of their followers (I do this by looking at about 20-30 of their followers profiles to see if they are actual people that fit my target demographic or if they’re ghost followers who aren’t actually real people) the next thing I check is their followers engagement on their posts, typically I look for over 70 likes on most of their photos and a few comments.
- Another important thing to look at is the quality and type of photos that they have on their pages. If you plan on being able to repost their photos you want to make sure that they are clear and fit in with your feed. For example, if you have a very monochromatic feed, it might not be the best idea to collaborate with someone who uses lots of bright and saturated colors as their photos would look funny in their feed, and also while it’s not necessary to have a professional photographer take your photos, their photos should look good.
- The last thing I look at isn’t necessarily a deal breaker. But it is nice to check whether or not they have collaborated with other brands in the past to see how many posts you can expect and the type of wording they will use.
The moral of the story is: be smart about who you collaborate with. There are tons of amazing bloggers out there who would love to help you promote your brand, you just have to know what you’re looking for! To find out how I can help you find the right partnership for your brand, contact me.