In the beginning, brands often worked with influencers on short-term projects to see what worked best. Now, both brands and influencers are looking for deeper, long-lasting partnerships. But how do you decide between short projects and long-term collaborations? Each has its pros and cons.
If you are interested in how to optimize platforms like TikTok or RedNote and to improve your management of social media accounts, or e-commerce operations, please feel free to contact us!
A New Trend
Today, many influencers want more substantial partnerships. They prefer ambassador roles that last about a year, with regular monthly content. For example, @Enjoyphoenix, a popular French creator, collaborated with a beauty brand. A TikTok personality couple, known for their fashion and daily life content, shooted with a luxury brand for an ad for their Valentine's campaign. These examples show how influencer marketing has grown. However, brands should carefully consider the risks before jumping into such partnerships.
Moving Away from Traditional Methods
Traditional public relations often involved celebrities doing photo shoots and brief interviews, but measuring the impact was challenging. With influencer marketing, especially on social media, it's easier to track success through data like post engagements and return on investment (ROI). This shift explains why digital influencers are becoming more popular than traditional celebrities.
Influencers as the New Celebrities
Many influencers have become celebrities themselves, appearing on TV shows, hosting podcasts, and more. As they grow, they often prefer long-term partnerships over one-time deals. This is why we see ambassador roles that include extensive campaigns and even TV commercials.
But what's better for brands? It varies. Some creators like the stability of long-term deals, while others prefer the flexibility of short-term projects. Big brands aiming to connect with younger audiences might choose large-scale ambassador partnerships because it enhances their image.
However, there are risks. For instance, reality TV stars might gain sudden fame and quickly land big deals, but they may lack experience in creating engaging content. This unpredictability can make it hard to know if the partnership will be successful.
The Value of One-Off Projects
While long-term partnerships are appealing, one-time campaigns also have benefits. They allow brands and influencers to test their collaboration and see if it works well. For smaller brands new to influencer marketing, short-term projects can be a practical starting point. Many influencers are open to these collaborations, especially if the brand aligns with their values and audience.
In conclusion, both long-term and short-term influencer partnerships have their advantages. Brands should consider their goals, the influencer's audience, and the nature of the product or service when deciding which approach to take.
If you are interested in how to optimize platforms like TikTok or RedNote and to improve your management of social media accounts, or e-commerce operations, please feel free to contact us!
Rougelink, with offices in Paris, Shanghai, and Hangzhou, specializes in e-commerce and digital marketing services. As a strategic partner of TikTok, Douyin ( TikTok China ), and Xiaohongshu, we work with international brands to implement online strategies in Europe, US and China, offering comprehensive solutions across the entire e-commerce value chain.
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