Long-term influencer associations can help brands forge deep consumer relationships

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 14, 2020, 1:08 PM UTC

But, the brand’s reputation may suffer in case an influencer falls out of favour with their followers.

Developing a long-term relationship with influencers can make influencers feel personally invested in a brand and its success. It would motivate them to continually create quality content that aligns with the business and resonates with the audience.

A long-term brand ambassador can help businesses engage with their consumers online, cultivate a brand image, foster loyalty and develop deep customer relationships, even if there is a crisis. It also makes it easier for brands to ask a trusted influencer partner to adapt their content to changing circumstances. 

Brands can also mitigate potential risks by including contractual provisions in influencer agreements. They can arrange protocols that let companies terminate the contract in case an influencer causes reputational harm to the brand.

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