¡Buenos días my friends. Cup'☕️'Joe in hand, thinking about the people we trust enough to take a recommendation from.
A good creator earns that trust one useful post at a time. A brand deal can help pay for the work. It can also turn a familiar voice into a walking sales pitch if nobody stops to ask whether the partnership fits.
Start with the person and their audience
Look past the follower count. Does this person know the product, the sport or the place? Do people ask real questions and get useful answers? Would the collaboration make sense to someone who already follows their work?
A skier, sailor or local photographer with a smaller, engaged audience may be a better fit than a famous name with little connection to your business. Choose on the strength of the work and the conversation around it.
Make the deal clear
Agree on the assignment, payment, deadlines and where the photographs or video may be used. Give the creator room to speak honestly. A review shouldn't lose its rough edges just because the product was free.
The FTC says material connections between endorsers and brands need clear, noticeable disclosure. That can include payment, free products or a sponsored trip. A disclosure buried in comments or behind a link may be missed. Read the FTC's guidance for brands and creators.
Measure something useful
Decide what the work should do before it goes live: send readers to a useful report, bring people to an event, or help someone understand a product. Watch the visits, questions and inquiries that follow. A big view count is worth understanding; it doesn't tell the whole story.
Planning a collaboration around Tahoe or Northern California? Talk with Coop about the project. Let's make something worth someone's time.
Stay’nThirsty
Coop
