Here's how you can manage risks in influencer marketing projects as a project manager. (2024)

(edited)

Permita-me compartilhar uma perspectiva valiosa sobre o assunto em questão. Amigos, é de suma importância que direcionem sua atenção para o perfil selecionado no Twitter sempre antes de fechar com um influenciador. Lá, terão a oportunidade de mitigar potenciais riscos, saber como o influenciador expressa pensamentos profundos, revelar reflexões íntimas e, crucialmente, como manifestações preconceituosas, linguagem imprópria ou ofensas. Ademais, poderão estabelecer vínculos com figuras de destaque em suas áreas de interesse. Esta orientação que compartilho, é extremamente valiosa e, usualmente, reservada a um seleto círculo mediante compensação financeira substancial.

Translated

Managing risks in influencer marketing starts with making sure that the brand managers you are working with understand that both the magic & the downside of influencer marketing is that influencers are human. In exchange for tapping into their expertise and appeal to their audience, we have to allow that they have kids who get sick, they will have opinions we disagree with and more. And then we have to make allowances in the schedule and how we approach the content that incorporate these variables. With that baseline, then we move forward with all of the rigorous vetting to get to the best fits, with the least risks.

Influencer marketing leverages social media personalities to authentically promote products. Unlike traditional ads, influencers engage their niche communities, enhancing trust. Popular on platforms like Instagram and TikTok, this strategy boosts brand awareness and targets specific audiences. Despite challenges like verifying credibility and managing risks, influencer marketing adapts to emphasize genuine connections and impactful content, solidifying its role in modern marketing.

Para gestionar los riesgos en los proyectos de marketing de influencers, es crucial realizar una evaluación de riesgos exhaustiva antes de iniciar cualquier proyecto. Esto implica evaluar a los posibles influencers para asegurarse de que estén alineados con los valores de tu marca, verificar la autenticidad de su compromiso y considerar la probabilidad de que puedan causar una crisis de relaciones públicas. Además, es importante analizar la estabilidad de su número de seguidores y la demografía de su audiencia para garantizar que se alinean con tu mercado objetivo. Al tomarse el tiempo para evaluar estos factores, puedes reducir significativamente el riesgo de una asociación desfavorable que podría perjudicar la reputación de tu marca.

Translated

As an Influencer Marketing Manager, managing risks starts with rigorous influencer vetting. I meticulously assess each influencer's authenticity, audience demographics, and past collaborations to ensure alignment with our brand values and campaign objectives. I also prioritize contracts that clearly outline expectations and deliverables, minimizing potential conflicts. Regular performance monitoring and feedback loops allow for swift adjustments if issues arise. By prioritizing thorough vetting processes, I mitigate risks and ensure successful influencer marketing projects that positively impact our brand reputation and ROI.

I've written thousands of contracts with influencers, clients, investors and vendors. In almost every other context, my philosophy is: "if we're looking at the contract, we've both already lost." That said, because so many influencers are essentially one-person businesses who may have never worked in a corporate setting, influencer contracts can be an incredibly valuable reference point. There's been an amazing number of situations where an influencer will say, "that's not how this works." The influencer might be doing their first campaign compared to our thousands. They don't care, it all comes down to the contract. It takes the emotion out of the conversation and helps everyone refocus on getting back to business.

As a project manager in influencer marketing, mitigating risks through robust legal agreements is paramount. Draft clear contracts outlining responsibilities, deliverables, and compliance with regulations, including clauses for content ownership and dispute resolution. Collaborate with legal experts to ensure contracts are comprehensive and regularly updated. Conduct thorough due diligence when selecting influencers and implement monitoring systems for early detection of issues. By prioritising stringent legal agreements and diligent risk management, project managers can navigate influencer marketing projects effectively while minimising liabilities.

Although it's hard to do in UGC or micro / nano programs, generally you want to make sure every piece is reviewed or even formally approved before it goes live. You also want to listen closely if an influencer is saying, "this isn't going to work for my audience." Likewise, we'll frequently cut bait with influencers who are missing deadlines or start getting snippy in their communications: authentic content comes from authentic enthusiasm from an influencer for a brand. If the romance is over, it's time to break up. A campaign gone wrong will show up first in the comments section, but remember sometimes a good debate is a win, not a problem. And sometimes negative comments reflect a perception we need to learn from

From my experience, most "crises" actually occur after a campaign is over, when an influencer will be impacted by a personal scandal or something else that casts a bad light on their prior sponsors. Regardless of whether it happens during or after the campaign, we find there are a few keys to success: 1) remove the brand from the conversation and make sure the agency (us) is the bad guy so there's no temptation to flame the brand publicly, 2) empathize with the influencer who is human and probably terrified. Position the remediation plan you have as an opportunity to prove they are a good person doing the right thing, 3) include the client in the plan, 4) keep moving, 5) talk to lawyers if need be but never be first to threaten legal action

So the wild contrast between Crisis that is content and content that becomes crisis needs to be talked about because everyone loves drama or when stuff happens. When there is a fight in a public place everyone takes their phones out now because it is what? It is entertaining. On the other hand things can happen like cancellation, legal troubles, stalking, and other forms of predation that happen just by being in the influencer lifestyle. Being a public personality is not for the faint of heart, everything you do is being watched 24/7 and most people watching aren’t saying nice things, let’s be real. Learn how to monetize that and smile through it.

Don't try this at home. Rather, get an experienced agency to handle all the ins and outs for you. You are good at your business. A reputable influencer agency is good at theirs.