Industry Trend: Why brands are moving towards long term influencer partnerships

Kelsey Formost

30 Aug 2021 · 1 min read

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Over the past year, brands have been investing more in long-term influencer partnerships. A long term partnership can be defined as multiple campaigns over a period of 3+ months.

So why are we seeing this new trend in the influencer marketing industry? It comes down to increased ROI.

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Over the past decade, the social media marketing industry has matured considerably. Just a few years ago, it was considered common practice to hire many influencers for just one or two sponsored posts. One-off campaigns still might happen around a special event or product launch, but the data shows that one-off campaigns don’t drive the same level of engagement.

Now brands are finding that they’re having more success in their social media marketing strategies by developing long-term partnerships with fewer, high-value influencers.

Finding high-value influencers often takes more in depth analysis of behind the scenes social data than manual research can provide. Having access to the right technology that can filter influencers not just by their own demographics and affinities, but by the demographics and affinities of their audience has become a key indicator of influencer marketing success.

By using technology, marketers can anticipate whether an influencer’s audience has a high affinity for their brand or product.

Then, they can form a valuable long term alliance with that influencer, gaining repeat access to their dialed-in audience; an audience that is much more likely to engage with and trust their brand.

These long-term partnerships can be a much better investment for brands. When looking for content creators to hire, ask whether you can see that influencer delivering value again and again over a long period of time. If the answer is yes, consider offering them a long-term contract that spans 6 months rather than just offering to pay them for a handful of posts.

Want to know how Tagger helps marketers discover influencers with the highest value audiences and affinities? Request a demo and we'll show you how it works.

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