Let’s (Not) Be too Exclusive

It makes sense, you invest significantly in a campaign with influencers who create amazing content, and you just don't want those same influencers to jump across the line, and do it again with a competitor. That emotion is real and the logic hard to fight, rooted in classic talent contracts where you tether the talent to your brand to keep them in check. But here’s the secret (some brands already know)….since we’re glued to social feeds, real influence is delivered in real time, effectively amplifying your brand message in a campaign window. If you build highly prohibitive restrictions on exclusivity (either broad categories or past campaign term), you might box out some of the best creators and settle for those that will take “any deal” creating an inverse effect” or even worse you overpay for those rights, reducing your ROI.  You can create realistic guard rails around the posting window, but anything beyond that will be met with resistance. So make it a win/win and you’ll have great friends with benefits. 

It makes sense, you invest significantly in a campaign with influencers who create amazing content, and you just don't want those same influencers to jump across the line, and do it again with a competitor. That emotion is real and the logic hard to fight, rooted in classic talent contracts where you tether the talent to your brand to keep them in check. But here’s the secret (some brands already know)….since we’re glued to social feeds, real influence is delivered in real time, effectively amplifying your brand message in a campaign window. If you build highly prohibitive restrictions on exclusivity (either broad categories or past campaign term), you might box out some of the best creators and settle for those that will take “any deal” creating an inverse effect” or even worse you overpay for those rights, reducing your ROI. 

You can create realistic guard rails around the posting window, but anything beyond that will be met with resistance. So make it a win/win and you’ll have great friends with benefits.