My practical tips on how to successfully collaborate with digital content creators and generate revenue

Pandemic taught us many things last year and even now however, not everything was tough.

Last year with marketing budgets being cut and massive uncertainty, I had no choice but to dive into social media management myself. Even though, I keep myself abreast with latest in digital marketing, I never spent time with digital content creators before. Mind you, I don’t call them Instagrammers because that’s just one way of putting a category and whole lot of opinions along with it besides it is not limited to one platform.

I am sharing this with all peers in the fraternity who might have to go through or already are going through this exciting part of marketing. I tried this effective collaborations and achieved significant R.O.I instead of traditional way of marketing hence definitely encouraged to talk about it.      

First thing, digital content is R.O.I driven if you know how to…while I hear cynical opinions about social media, it is here to stay and grow!

Secondly, it is so much easier if you know how to – Use it in your favor by profiling the right content creator who suits your brand Or product. 

An absolute excellent way to explode your business growth!

Let me walk you through my simple and effective steps.

Mantra: Let’s work together and not my way or your way!

I am sure, like me – if you are managing social media, you have umpteen requests on daily basis to collaborate. I suggest spend 5 minutes a day to go through profiles of these digital content creators.

Unfortunately, there are many out there who likes to pose themselves with your brand or product at the background – Doesn’t work for me so I always decline the ones while If I see there is content, I dive in.

In my opinion, lot of pitches are clueless about your brand or product – they just send it because it is easy to press the button. They don’t teach you how to pitch collaborations in formal settings or universities anyways – it is a hit and trial thing. We learn to work together in a group and figure out with the other groupies to complete the project. It is the same thing, I always go back with questions to find the intent. It’s simple - when we start building our businesses, we have to create our own opportunities. As long as you know your brand guidelines, while it is a risk – have an environment where you collaborate with your stakeholders and come up with an idea. Eg. In my world, Chef and my boss are my immediate stakeholders.

All you need is a plan - What to highlight as USPs and how to promote, tried and true advice, and an attention to detail. To summarize – here are my tips for a successful collaboration to highlight your promotions or product. 

Choose the right ambassador and have a solid plan

Built up a friendship that makes a collaboration sensible. I normally meet digital content creators and understand what are they looking for. I never approach them in first place because than it is considered to be a paid job. Honestly, it is the content which wins and not how "popular" is the content creator else it is a complete waste of time and money.

Micro-influencer's can be just as effective, if not more effective than big influencers because of their personal connection to their audience. So the next time you look for a collaborator, look beyond the numbers!

I find honest and positive mind set content creators to be far more effective to work with than “they know it all.” 

Definitely, structure helps besides with current circumstances, I am able to find freelance Videographer's to be easy to work with – financially and timewise.

A disclaimer is a must so you have the rights to use the content. No work if no disclaimer!   

Define your target audience for the collaboration and discuss with the content creator – An open discussion on what and how are you pitching.

Like everything in our work life - set expectations and deadlines early. A well thought and planned master list of the tasks in the pre-creation, creation, and post-creation phases is ideal.

If you wish to see some of the works I have done, please follow @dharmendsharma on Instagram. Instagram profile Dharmendsharma

Dharmendra