What kind of requests do you usually get from brands?

The inquiries are very different. Either brands come to us with precise
ideas and have already planned a certain scope or they have a campaign and
ask us what a suitable strategy might look like to draw attention to the
product.

What is the cooperation between influencer and brand like?

There are two approaches: One is the proactive pitch to customers, the
other is the reactive implementation of campaigns requested by brands.

With a proactive approach, we work out our ideas and then present them
to favored clients like in a pitch. If the customer is satisfied with the
ideas and the costs, the project gets realised.

With the reactive implementation, the influencer creates the content
after a short explanation of the campaign and the details, such as scope,
timing, budget. Once approved by the client, the content is uploaded. Once
the cooperation is online, we sent the evaluation to the customer. Then the
campaign is billed as in any other job.

We attach great importance to a close relationship with our clients, be
it an agency or a brand. Therefore we try to get to know the person behind
the project personally.

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What are the collaborations linked to and how are the services to be
provided defined?

The collaborations are linked to the scope of the service. An example
would be an exclusive Instagram post with product integration and an
Instagram story that focuses on the product. The scope of the service is
defined in a cooperation agreement. Since Frankie and Masha produce very
high-quality content, the buy-outs of image rights for the homepage or
social media are often requested as well.

How is reach and success measured?

The range is measured by the statistics that each image or post
generates.

A cooperation’s success depends on the customer and the product. The
customer should consider in advance what the goal of the cooperation is and
define the resulting KPIs accordingly, e.g. “Do I want to raise brand
awareness in the market or focus on performance? Are likes important to me,
the quality of the content or the number of left clicks in an Instagram
story swipe-up to the product?”. And very important: “Which medium is the
right one for my product?”.

The selection of the influencer/content creator should only be made once
this has been dealt with, as they have different core competencies.

Do you also actively approach brands?

Yes, this is part of my work for the influencers and is very important
for me personally.

How do you decide if a collaboration is a good fit?

I have very close relationships with the influencers I manage because
one has to be in touch around the clock. Trust is extremely important in
this job.

As soon as a brand contacts us and I find it suitable, I briefly discuss
this with the influencer, then I take care of the complete process – from
costing to invoicing. How the product is integrated is up to the
influencer.

Magazines have ad prices, do influencers have something comparable?

There is something comparable: the thousand-contact-price or CPM.
Accordingly, one calculates how expensive a follower is and then
extrapolates this on the number of followers. Personally, I don’t always
find this calculation suitable, because one should clearly differentiate
between performance and brand image. When creating a price structure, it is
not only about how many likes the image generates or how many people it
reaches. That is why a follower analysis together with the influencer
before the campaign is at least as important. This includes: What is the
average age of the followers? Do they have good purchasing power? What are
their interests? Influencers know their followers and can provide
information about them. This follower value should be included in the
price.

In addition, one has to also consider how complex it is to produce an
image. One of the most important points, in my opinion, as there are big
differences here. Is the picture taken with an iPhone or does a
photographer need to take the picture? Is the image edited superficially
with a filter app or precisely retouched with a photo program? The amount
of work is included in the price accordingly.

How much does a collaboration cost for a brand?

This differs and depends on the effort involved and the brand fit. We
try to achieve the best outcome for a brand and are happy to advise the
customer so that implementation is possible within a wide range of budget
requirements. The interest of the influencer is of course a
prerequisite.

According to you, what will be future developments in the field of
influencer marketing? Are there trends?

The market is more than saturated and every week, one discovers new
faces with hundreds of thousands of followers never seen before. For brands
and agencies as well as for influencers, it is very difficult to keep
track. Accordingly, the trend goes toward long-term cooperation in order to
preserve authenticity and to guarantee success as well as a smooth process
without complications. In addition, it is important to stand out in the
market, to create a name for oneself and to stand for something, which
distinguishes oneself.

There is also a trend toward working with niche influencers. For them,
the number of followers and likes plays a subordinate role. What is
important is the brand fit and the appropriate followership of the
influencer who is largely concerned with a very specific subject, for
example sneakers, watches and so on.

In my opinion, in the future, brands will (have to) deal with
influencers in more detail in order to choose the right partner for the
product – whether micro or macro influencer .

What do you think, will you be able to do this until you retire?

That is a very exciting question! I believe that we, as in every
professional field, have to adapt to trends and changes; then I definitely
see a future. My job and that of the influencer will change over the next
few years. There will always be testimonials and advertising; the way we
advertise will advance further. Whether this will happen on the platforms
we use now is uncertain.

Besides, one should not always rely on just one area: Apart from
influencer management, I still work as a freelance PR manager and, together
with my team, consult clients about influencers. We work with clients to
identify which influencers are right for the product and then implement
campaigns and activations together with them, influencer events for
instance. I use my management experience as well as my close relationships
with the influencers I manage. The combination of PR, influencer relations
and influencer management is clearly my unique selling point. I want to
expand this know how this year itself and grow together with my company.

Photos: 1.Oliver Jopke, 2. Masha Sedgwick, 3. Frankie Miles

This article was originally published on FashionUnited DE. Edited
and translated by Simone Preuss.