Teaming up with other brands on social media can really boost your game.
It’s an awesome strategy to get your name out there, and some might even say it’s unutilised by small businesses.
There’s no one-size-fits-all approach. What clicks for one business might not be the magic formula for another.
I’m not going to weigh you down with a crudload of marketing speak, we’re just going to lay things out pretty simple.
The main point is plain and simple: Going into collabs with a solid plan will strengthen your outcomes.
What do you really want out of this?
Clearly outline your goals for the collaboration – even if it’s just a few points on your own personal notepad. I can think of a few reasons to get you started:
- Increasing followers
- Looking to reach a new audience
- Driving sales
- Creating engaging content
It might be tempting to say “all of the above” – but having specific objectives will guide your collaboration strategy.
You will not lose out in any of these areas by being super intentional.
Who do I even collaborate with?
Look for brands that align with your values, target audience, and industry.
Collaborations should make sense to both your followers and the followers of the partner’s brand.
It’s important not to be in direct competition with each other, that goes without saying.
It’s also important to consider things like brand risk and reputation. I know, buzzkill right?
Do your due diligence.
Check the brand’s reviews, look at previous content and engage in a conversation with the other brand’s owner, or social media manager.
Get a good feel for the vibe, it matters.
You might be thinking pfff….overkill much? I’ve got two words for you, Adidas and Yeezy.
Make your pitch. You got this!
If you are approaching the brand, bring something to the table. It could be an idea, it could be a plan.
Make it easy to say yes. Have the answers ready.
Some things to think about:
Collaborative Brand shoots: Have you got a photographer and a location ready to go? How many slots are you filling? Is there a cost? Have you got some examples of the kind of shoot you are going for? How many images will each brand walk away with?
Cross-Posting: What product do you want them to post, and how does it compliment their brand? What product of theirs do you think would crush it on your socials?
Making content together: Location, Location, Location… Would their products look great in your location? Are you a stone’s throw from the other brand? Do the brand owners have a unique flair that would slay socials if you combined forces?
Co-Branding – This is a big one, and a lot of small businesses just don’t have the scale or the budget for the legals on this one. It’s still worth a mention. If it’s something you would really love to do, there’s some strategy unpacking on the big brands here.
Before I go on, let me crush your hopes and dreams for second.
Some rejection is almost guaranteed.
Collaboration feels foreign to a lot of brands, so be prepared for a lot of “No thanks” or just flat-out ghosting.
That’s cool though, don’t dwell on it.
Establish Expectations
Urgh. This is the boring part. It has to be said and done though.
It doesn’t matter what kind of collaboration you’re doing, expectations need to be clear… especially when photographers, videographers and content are involved.
It’s important to have things in place, for example: Is the final content allowed to be edited?
Does the photographer/videographer give full permission for flexible use of the content?
I’ve seen many creators get pissed off AFTER the fact, over details that we’re simply never laid down in the first place. This can lead to a public squabble, and a brand risk.
If you are unsure, ask questions. Dot those I’s. Cross those T’s.
I could honestly write a whole article about this alone, maybe I should. Maybe I will.
Final Step – You can do it, put your back into it.
You’re ready, right? It’s on the vision board. You’re manifesting. You’re yelling mantras off the nearest mountain…. now it’s time to get going. Plan. Pitch. Create.