Brands and marketers are prioritizing the redirection of influencers’ content to add lasting value to their partnerships with influencers. But extending the lifespan of content created by influencers comes at a price, and that’s something brands need to consider when partnering.
Each negotiation is unique and there is no clear path to follow when navigating the complex permissions to use the influencer’s content, but when working together, these are the most important elements to remember.
Be prepared for the associated costs
The main variables that affect the cost of rights to use influencer’s content are time and location – the amount of time a brand tries to redirect content and where the content goes.
And where the content is reused:
- Social – most popular usage right. Organic reuse is generally not a guarantee for a premium rate. Small incremental compensation is usually necessary for social reward and reinforcement.
- Digital: the use of email marketing sites generally requires modest additional costs, while banner ads and programmatic ads require moderate costs.
- IRL and Beyond – Usually the most expensive place to use, often reserved for more traditional endorsement deals or ambassadors.
Finally, ownership comes into play: while many promising influencers are open to contractual agreements, more established creators are reluctant to give a brand full ownership of the content without substantial compensation.
At the moment, fair use prices are not a perfect science and leave room for interpretation and negotiation. Fees may vary depending on the level of the influencer, whether or not there is a formal representation, and the relevance of the partnership category concerning the main content category of the influencer.
The benefit of micro influences
During negotiations, remember that micro-influencers or promises can redefine or enhance the content as a great added value.
At this level, creators are looking for opportunities to confirm their category’s credibility and gain more followers and engagement. Content reinforcement provides micro-influencers with all of these things.
Avoid excessive reach: don’t pay for what you know you don’t use
Most of these activities take place on social networks: paid reinforcement and whitelisting are the most popular methods of redirecting content (67% and 59%, respectively), while digital ad banners (30%) and OOH / POS (21%) mixed, but subordinate.
Here are some considerations to keep in mind to avoid paying for usage rights that you don’t need:
- Seasonal content: Unless the content is reused in the same season or holiday the following year, the useful life of the content is significantly shorter and will not be relevant for more than 3-4 months from the date of first publication.
- Advance promotion: If you post significant paid endorsement behind the content, the content will likely be fully researched within 1-3 months.
- When in doubt: Instagram content is considered to be the most influential from a native enhancement perspective and allows you to specify usage by platform.
- Inconclusive: if you can reuse influencer content, but are still unsure about expansion plans, consider negotiating ahead and including options in the influencer contract (you’ll know better what the price is sooner or later).
Stay in control
While influencers agree on how to execute their content about the public, brands still need to dominate the program in terms of defining content expectations, since reinforcement is part of the conversation.
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70% of marketers increased their influencer marketing budget in 2019, which will continue to increase content improvement and republication opportunities
As delivering content to influencers becomes a dominant tool in the marketing toolbox, it will impact creator contracts, drive negotiation and build partnerships for many years.