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What should you want from your talent partnerships?

The celebrity partnership is a marketing tactic stalwart, because for years, the public took ‘traditional’ celebrity brand endorsements as something they legitimately supported. Remember when David Beckham featured on the ad for Brylcream?

But cynicism for advertising is at an all-time high. The public’s realisation that many of these celebrities only endorsed brands because they’d been paid to do so created a demand for more transparency. Cue the introduction of #spon and #ad to the social vocabulary.

Bloggers and Vloggers rose to prominence because they were members of the public giving their opinion on brands, projects and products. This approach is genuine, authentic and the reason why, peer-to-peer marketing is considered the most trusted form of marketing (The Neilson Global Trust report in 2015). Word of mouth has always been and will continue to be the most powerful and credible way to help influence someone’s decision. A survey of 1,470 women by SheKnows Media in 2015 also found that 86% wanted product recommendations from real people and that 58% turn to YouTube reviewers to get them.

Lexis’s recent partnership with Tailify, enables brands to connect with an online marketplace of content creators, influencers and talent to help brands tell an authentic story. Here we give some useful tips, to show how can marketeers can ensure talent lead partnerships offer the same rewards.

1) Identify your target audience and which influencers are considered credible and trusted by them

2) Narrow search further by keeping those who have a personal connection to the brand/product/project – the most genuine and engaging partnerships have seen brands put consumers’ interest first over their own in order to gain and build long term relationships with new and existing followers

3) Provide creative freedom – let creators create in their own style to avoid alerting their cynical advertising ‘radar’

4) support content with clever paid tactics to extend reach

So when you’re next looking to partner with a celebrity or influencer, think about what you want from it. Is it that famous face to gain one-off coverage or to build on an already existing relationship with an influencer with less followers but high engagement rates, resulting in something genuine?

Let’s face it, it’s pretty obvious which one is more important in the long run.