What do you do if your professional relationships in Influencer Marketing are starting to fade?

If you are finding that influencers who were previously great contacts are starting to "fade," there may be any number of things in the mix: Are they still actively doing influencer work? Have they moved up a level and now are doing deeper or different engagements with bigger brands? Have their rates changed and you continue offering the kind of engagements they were doing before? Are they still active in your niche? Also, have you done something that might have put them off? (Asked for inappropriate favors? Lowballed on programs? Been inappropriately nit-picky about content they created?) As with all things relationships-- the key is to communicate.

I often do this. When I find something funny or meaningful online that reminds me of someone, regardless of whether we're actively in touch, I'll forward it to them with a note like, 'Saw this today and it instantly reminded me of you...' Adding a personal touch, like recalling a shared memory, transforms a simple message into a significant one, making the recipient feel valued and remembered. Just as we appreciate receiving such thoughtful messages. A simple 'thinking of you' can work wonders in rekindling professional relationships. It also shows that you're considering them beyond work contexts, which strengthens the bond. Tiny touches, tremendous impact.

Doing the same thing again and again is good but with no new creativity will lead to dissatisfaction. Try new formats to show your expertise, bring in new resources and expand your reach to rebuild the bond.

I see this often with brands that work with influencers mostly as a sales channel-- Sending a new discount code or offering yet another way their followers can get 20% isn't exactly keeping any fires alive. Have an open-ended conversation with the influencer-- instead of telling them what you want them to do (which is likely what you are telling all your influencer you want them to do), ask what their ideas are for bringing it to life creatively for their audience. Allowing them the opportunity to use your brand as a creative canvas (within the bounds of brand guidelines, of course!) often creates the most impactful and authentic activations.

Always share positive feedback and compliments when it feels authentic. This industry can be extremely thankless. When you are working with someone, whether it’s a brand, agency partner, or creator tell them how much you appreciate how they do xyz. Yesterday I told an agency I loved how openly they communicate because it’s rare. Giving compliments when they are real go along way.

Any work or contract with influencers. We must develop a strategy that ensures sustainability. If professional relationships in influencer marketing are fading: - Communicate openly with influencers - Reassess alignment with influencers - Offer value and meaningful opportunities - Nurture relationships beyond transactions - Collaborate strategically with genuine interest - Adapt and evolve your approach - Seek feedback for improvement

Make sure you have a strategy in place to continue to grow your professional network. Meet with students, new grads and industry vets. Connect with those people in person and online. Continue to nourish your existing network with lunch dates, a virtual coffee or a quick phone call. Attend conferences and look if there is an association or group that you could join to continue to grow relationships in the industry.

I’ve liked to keep open connection with all influencers I’ve ever worked with. I build personal relationships with everyone I work with even if it’s 1 brand deal. I always work to create f2f intros, in person meetings when possible and staying connected. It’s important to view all of your professional relationships as more than just work, we’re dealing with humans and sometimes that means catching up about life not work.