GROW! Marketing and Public Relations Tips

Navigating Influencer Partnerships

Posted by Bridget Langan on Thu, Nov 30, 2023 @ 9:05 AM


Have you ever wondered how some brands seamlessly collaborate with influencers, show up regularly, and capture their audience's attention effortlessly? Navigating influencer partnerships requires strategy, research, and finesse. Social media influencers and content creators wield unprecedented power in today’s digital marketing sphere, especially in the green industry.  

Our 2024 Garden Trends Report highlights the gravity of the movement towards influencer marketing, especially when trying to reach Gen Z audiences. Growing up in a wholly digital world, Gen Z are digital natives, and these creators are now more trusted regarding product reviews over social ads and celebrity endorsements. According to LTK’s 2023 Gen Z shopper study, creators are 3.5x more influential than social media ads - so influencer marketing and promotions through short-form videos are vital for reaching Gen Z.

Did you know colleges now offer social media influencing majors? It’s a testament to how quickly this industry is evolving and why your company cannot afford to overlook it. Many factors go into finding the right influencer, which can be overwhelming. 

Read on to learn more about how to navigate influencer partnerships with ease.  

Let’s delve into the fundamental steps for developing impactful connections with influencers. Here are our essential tips for deciphering the metrics that matter and adapting strategies to stay ahead in the ever-changing digital sphere. 

Choose the right person for the job 

One of the most critical steps in cultivating influencer partnerships is partnering with the right influencer. Just because the influencer has 100k followers doesn't mean it's the right fit.

  1. The whole point of influencer partnerships is to reach your target audience. Ensure your selected influencer's audience aligns with yours to make the collaboration seamless and natural. If you can find an influencer that has already used your products, that's even better. 
  2. Ensure that your brand’s content and messaging align with the influencers you choose to work with. For example, if you are working on a campaign to promote an organic product, you would likely not collaborate with someone who focuses on chemicals and pesticides. Choose influencers with relevant expertise; otherwise, your collaboration may miss the mark. 
  3. There is a vast range of influencers to work with, from nano-influencers to micro-influencers, macro-influencers, and even mega-influencers. It is essential to remain realistic and remember your budget when searching for an influencer to collaborate with. Influencers with more significant followings charge more for branded content than smaller influencers. But that does not mean smaller influencers produce lower-quality content. Often, smaller accounts receive higher engagement rates. Remember that quality is more important than quantity.
  4. When you find an influencer that works well with your brand, it is imperative to maintain a strong relationship for future collaborations. Explore the possibility of long-term partnerships to foster authenticity and more sustained brand advocacy. 

Define clear objectives, terms, and agreements

Clearly defining objectives, terms, and agreements ensures transparency and a mutually beneficial partnership that aligns with the brand's and influencer's goals and values. 

  1. Be clear on what your company hopes to gain from the partnership. Be open with your campaign and business goals.
  2. Create a contract outlining talking points, deliverables, and compensation information. Provide all this information to your influencers as soon as possible so everyone is on the same page.
  3. At the same time, give your influencers creative freedom to create content how they see fit. Influencers know their audience best; you hire them for their content creation capabilities!

Track and measure results

Using insights and analytics is key to measuring the success of the collaboration. 

  1. To streamline this process for both you and the influencer, we recommend utilizing Meta's Business Partner feature. With this feature, your business account will access all of the insights from the partnership post. 
  2. Consider using unique tracking links or promo codes exclusive to the influencer. This approach lets you directly attribute sales or conversions to their branded content, providing a clearer picture of the partnership's ROI. 
  3. Encourage influencers to share more in-depth insights and feedback. They often have a more refined understanding of their audience's response and can provide qualitative insights that complement the quantitative data.

Adapt and learn 

What works for your company one year may not work the following year, which is okay. Be open to adjusting your strategy.  

  1. After analyzing the results of your collaboration, meet with your influencer to debrief. Discuss what worked well and what did not and gather input and ideas for future collaborations.
  2. Yes, you can reach out to that influencer that you've always admired.
  3. Make sure to maintain relationships with past influencers, too.
  4. Keep an eye on industry trends and emerging platforms to stay ahead of the curve. Things move quickly in the world of influencer marketing, so it's essential to keep your strategy innovative and dynamic.


These are some top tips for navigating influencer partnerships like a pro. Need help crafting your company's influencer marketing strategy? Set up a call with us today so we can turn your marketing goals into reality!

Topics: garden marketing, horticultural marketing communications, key influencers, generation z

2024-Trends-Report-FRONT copy


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