How Do Brand Deals with Influencers Work?

I’m here to answer your questions on how brand deals with influencers work. Having experience as both an “influencer” and a Social Media Specialist, I know the ins and outs of both sides of brand deals and collaborations.

Influencers and bloggers are all over social media these days. Chances are you follow a handful of them, and maybe even on multiple platforms. Or maybe you’re wanting to start your own blog or influencing page. I’ve been blogging on CaitMinschy.com (although I’ve gone through a couple of platform name changes) since 2018. Technically, I had a blog way before that – back in college, but I closed that one and didn’t start back up again until 2018 around the time I found out I was pregnant with my son. When I started blogging, Influencers were just starting to get really popular but I still didn’t really understand how everything worked. Heck, I wasn’t even starting my blog to make money. I just wanted a creative outlet. Yes, we all say that but for me it’s true.

Once I started blogging and reached about 900-1000 followers, I earned my first brand deal with a local kids’ consignment sale company. And ever since then, I always do a happy dance when I land a new brand deal. It’s the best way to make money as a blogger, in my opinion, and a fantastic way for brands to promote their own products or services.

Now as a Social Media Expert, I also complete brand deals for businesses that don’t have the capacity or knowledge to do it themselves. I love helping brands connect with the right bloggers and influencers.

But if you’re reading this, that means you’re wondering how the heck to brand deals work?

How Do Brand Deals Work?

First we should probably start with what a brand deal even is. A brand deal, brand partnership, or brand collaboration as they are sometimes referred to, is a campaign that a brand and an influencer or blogger work together on. Typically, the blogger will promote a specific product from that brand to her audience in exchange for payment. Specifics on these collaborations will vary from partnership to partnership, and I’ll dive into that too below.

Brand deals are exactly like endorsements that athletes get. Russel Westbrook promotes Nike? That’s a brand deal. But brands can pay influencers thousands instead of millions of dollars to reach average people on a level that’s more relatable. I had no idea that I could make money as a blogger without having like, a million readers or followers. People might follow Russel Westbrook because they love his game. But people follow influencers because they want their recommendations and to hear about their more average experiences – because they’re relatable. Brands take advantage of the relationship influencers have with their followings to promote their products.

Brand Deal Pitch

A brand deal always starts with a pitch. The brand might pitch and influencer, or the influencer might pitch a brand. There are important elements to a successful pitch. First of all, a previous relationship needs to be established between the blogger and the brand. That might mean the blogger has used the brand for a while and thinks her audience will also love it. Or if the brand is pitching the blogger, it’s always best if the brand has established a relationship with the influencer. Usually that means following and engaging with the influencer or blogger on social channels.

Another really important element of the pitch is making sure it’s the right fit. A brand will want to know that the influencer’s audience will actually want to connect with the brand. Ultimately, brands use influencer collaborations for increased brand awareness and (hopefully) increased sales. The fit and the relationship are just the beginning of a successful pitch, but are two of the most important elements.

Brand Collaboration Contract Negotiations

Once a brand and influencer agree to collaborate, that’s truly the beginning of the agreement. A contract needs to be negotiated between the two entities to make sure that both sides hold up their end of the deal. The contract should include details such as payment, timeline (deadlines), what products the influencer will receive from the brand, what social channels the ad will run on, and so on.

This contract should also include if the brand will gain rights to any media produced by the influencer, and for how long. Sometimes brands want to use an influencer’s content to run future ad campaigns, so this agreement needs to be established in the contract.

Occasionally a brand will created a longer term partnership with a blogger or influencer, so sometimes this contract can include more extensive details. Long term partnerships are best because they help a blogger to establish trust between their audience and the brand. Long term partnerships lead to better and more consistent returns for brands.

Content Production for Brand Deals

Typically, the blogger receives free product or services in addition to payment from the brand. Once the blogger or influencer receives the product, they will produce content that was agreed upon in the contract. This might include photos or videos to be used across social media channels. And it can even include a blog post.

Blog posts are usually the best-paying collaborations because of the amount of work the blogger puts into writing, editing, and promoting the blog content across social platforms. Brands might also desire a combination of media – a TikTok post, Instagram Stories, a Blog post, and Pinterest content. It really all depends on the influencer’s social media presence across those platforms and what the brand’s goals are.

The blogger/influencer is required to submit produced content to the brand for approval prior to posting. Once approved, the blogger/influencer will spend time posting, engaging, and promoting the product/brand. A blogger or influencer is required BY LAW to include specific wording so that the audience has no doubt that it is an ad or a sponsored post. The Federal Trade Commission has guidelines for endorsements that influencers must follow for brand deals.

Post-Campaign Analytics Reporting

Brands generally (and should) require post-campaign analytics reporting. Meaning, they want to know how well a post (or posts) performed. Influencers have to report analytics such as how many likes, comments, saves, and shares a piece of content received. Bloggers are usually asked to submit a screenshot of Google Analytics, which shows how many people read the sponsored blog post. As a brand collaborations coordinator, I generally provide influencers with a reporting form to fill out, and then share the KPI’s (or key performance indicators) with the brand.

Payment for Brand Deals – How Do Influencers make money?

Once the campaign has been completed, the brand will send an influencer or blogger payment. Sometimes product is the form of payment, depending on the deal. (I don’t recommend that way of doing brand deals but in some cases – like with small businesses – it is acceptable.)

Payment is usually in the form of a mailed check, so sometimes receiving it can take a few days. Usually brands are pretty prompt with payment but I know some bloggers or influencers who have been burned by brands. I’ve actually had a brand take over two months to pay me. That made me decide to decline future projects with this brand. I also have had brands pay me before the campaign is even completed, which was a pleasant surprise. (This was with a brand that I have a long-term partnership with so if you’re a brand reaching out to an influencer for the first time, I would not recommend sending payment until the campaign is complete.)

Generally speaking, a brand collaboration can take several weeks from conception to completion. So while the audience may only see a few posts or stories, hours of hard work and business dealings have been put in.

Collaboration Services for Brands and Bloggers

Unless brands have a social media department, they usually don’t have the time or capacity to complete brand deals. In that case, they use an agency or hire a contract Collaborations Specialist or Social Media Specialist (like me!). If you’re a brand looking to work with bloggers or influencers, but don’t know where to start, please send me an email and let’s chat! I can operate a whole deal or series of campaigns, or provide consulting.

If you’re an influencer or blogger looking for advice on how to pitch brands, DM me on Instagram! Or maybe you’re an established blogger who is looking for someone to manage your talent requests. My agency can handle this for you. Send me a DM and let’s talk about how we can take a load off of your plate.