Image of a woman behind a camera stand, overlaid with the text Behind the Scenes with #Influencers: Insights from an Influencer Manager
5 minutes

Behind the Scenes with #Influencers: Insights from an Influencer Manager

You say the word “influencer” and suddenly everyone is excited. The world of influencers seems glamorous and aspirational: The free products, all expensed trips, and the mass amount of likes and followers. But what goes on behind the perfectly curated feed? Influencer marketing is a dance between brands and content creators, and there’s more to it than you’d assume, which could be that the influencer is simply posting about a product and receiving a huge payout. So let’s peel back the curtain and explore what truly happens behind the scenes with influencers.

Negotiations: A Balancing Act

It all starts with an identified influencer whose audience aligns with the brand’s target market. But before the sponsored posts flow, negotiations commence. A back-and-forth conversation between the brand and the influencer takes place. Brands outline their campaign goals, target audience, deliverables, and budget. Influencers, meanwhile, consider factors like brand fit, creative freedom, timeline, and compensation.

Both parties work towards a mutually beneficial agreement that ensures brand authenticity and influencer satisfaction. Influencers with strong ethics will ensure brand alignment and product authenticity before signing on. However, a good influencer manager can oversee this, making sure it would be natural for the identified influencer to promote the brand before reaching out.

Content Creation: The Art of the Perfect Post

Once the deal is sealed, the contract is signed and the influencer gets to work. The influencer will follow the creative brief, making sure the narrative of the content captures key messaging whilst staying authentic to their content style and what they would usually share with their audience. Multiple takes, lighting adjustments, and prop styling might be involved to achieve that “effortless” aesthetic. Meticulously capturing photos or videos takes time and effort and is a skill not everyone has.

Once the content is ready, the influencer can’t simply press “post now”. The content must go through an approval process. The content will be vetted by checking the brand alignment, quality control, and even legal compliance making sure language, product claims, and vision are correct. 

The approval process can be one of the most stressful parts if the brand requests edits outside of the influencer’s creative vision. Or the influencer submits content that does not capture the key messaging.

However, by submitting the content for approval, the influencer protects their creative freedom while ensuring the brand gets the kind of promotion they envisioned. Clear briefs lead to a smoother partnership.

Analytics: Measuring the Impact

Tracking the performance of influencer campaigns is crucial. Metrics such as engagement rate, reach, clicks, and even conversion rates inform the effectiveness of a campaign. Not only does it allow us to see how a campaign has performed it also allows us to see which influencers are worth working with again. A long-term partnership is so much more valuable than burning through influencers and not nurturing relationships.

Beyond the Perfect Shot

The life of an influencer isn’t all about freebies and getaways. It’s a business and a skill that requires creativity, a commercial mind, and constant adaptation to evolving social media algorithms and trends. Influencers wear many hats: photographer, stylist, marketer, and writer.

The Takeaway: A Mutually Beneficial Partnership

Influencer marketing, when done right, fosters a win-win situation. Brands gain access to a targeted audience and benefit from an influencer’s established reputation. Influencers can build their brand, generate income, and potentially land long-term partnerships.

So, the next time you see a seemingly effortless sponsored post, remember the work and strategy that went into creating it. Influencer marketing is a powerful tool, but it’s a collaborative effort built on negotiation, creativity, and data-driven insights.

At NORTH, we help brands grow their visibility by building key relationships with ambassadors, get in touch to discover how we can help you with your influencer marketing today.