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If you are responsible for your company's influencer budget, here are 10 things to consider in 2021 
(quick thread)
(quick thread)
1/ Have contractual flexibility. In a world that's increasingly unpredictable, make sure you have timing flexibility built into your influencer contracts. Be ready to shift publishing dates in reaction to world events, and be flexible in letting influencers do the same.
2/ No single post campaigns. Most influencers' feeds are between 25-40% sponsored and with attention spans shrinking it's more important than ever to invest in long term influencer partnerships.
3/ Champion diversity. The industry took an overdue step towards advocating for & investing in diverse partners in 2020. In 2021, the power of those partnerships will continue to drive brands to better understand their customers and work with Influencers representative of it.
4/ Sell with substance. 2020 was all about storytelling and education—that trend will continue in 2021. Illustrative carousels. Informational videos. IG Lives. This year, audiences will demand more from brands and influencers, so make sure what you're sharing has substance.
5/ Prioritize Video. While video still doesn't perform as well as stills on IG, it's clear that Facebook/IG are pushing creators to invest in video. Look for influencer partners that are using the format to connect with their audience on a deeper level.
6/ Find talent up on alternative platforms. Tik Tok of course, but Clubhouse, Depop and other emerging platforms hold a lot of value. Also don't forget about blogs, which aren't shiny and new but still drive outsized value for dollars if you’re working with the right ones.
7/ Make "show, don't tell" your golden rule. Consumers aren't dumb and increasingly they are ignoring posts that *feel* like ads. Work with influencers to *show* what makes your product great instead of just having the influencer say why it's great.
8/ Do a background check. As nationwide division and misinformation pervade, brands need to vet influencer partners more than ever. Look for past controversies, examples of racism, sexism, xenophobia, and bigotry, but also covid denial, white nationalism, hate speech, and more.
9/ Keep it real. Photo dumps, no edit photos, "shit-posting" continue to outperform editorial posts. Leave photoshop and dramatic filters in 2020.
10/ Expect questions from Influencers. They will increasingly vet you, too. Influencers will become more discerning about companies they partner with, their business practices, and campaign details. Mutual trust and understanding on both ends of the partnership is key.
