• We talk, by we and that's the royal we meaning me, I talk mostly to influencers. It's funny in a lot of meetings with brands and I find that my brand friends are watching these videos as well, and I hope they find them useful. They might just be learning all the tricks that I'm telling you guys to trying and know when you're doing that. It doesn't matter, we don't really speak to advertisers that much. A lot of times the advice and the answers that were-- the questions that we're answering here are useful for both brands that advertisers.

    If I'm speaking more specifically to advertisers, the things that I think advertisers sometimes mess up, there is a few different things. One is giving influencers space. If you hire an influencer to do something for you, you basically-- I like to think about it as like building a fence for them to play in. You don't want to put them into a cage and be like, “This is the way I want you to create content. This is the caption that I want you to use. This is exactly what I want it to look like and feel like.” because if you're getting that granular then why did you hire the influencer. You're actually not getting your money's worth so make sure you give them a fence and you let them be themselves and create content the way they want. Certainly you want them to hit your key messages and influencers and speaking to you, make sure that you find out what those key messages are going back to the question we just answered and that you're getting those key messages. Make sure you're doing that in your voice so give them a sense let them play inside that fence. That's one big thing.

    I think another is respecting what influencers do. There's nothing a brand can do to more quickly ruin a relationship with an influencer than to make an offer that is completely ridiculous and undervalued because it's a slap in the face. They don't walk into the store pick up a $900 code and say, “I'll pay a dollar for this because that's what I think it's worth”. In the same way if you go to an influencer has 100,000 followers and you want to send them a $15 bottle of moisturizer and you think that they should do two Instagram's for you to get that bottle of moisturizer. I'm sorry you're fucking crazy.

    It's an insult. It's an insult to influencers to do that. Educating yourself baseline amount before you go out there and talk to people is really important because this is their livelihood and this is their jobs, and you really can ruin relationships pretty quickly not only with that influencer. This is a small world. If you're a brand that historically significantly underpays influencers or doesn't treat them well, that'll spread around the industry and nobody's going to want to work with you.
    Then there's no amount of money that you can have to fix those relationships. It's important to be fair and to respect influencers in the same way that we say that influencers-- that they need to respect brands and look we have this whole show basically set up to help them work more efficiently with brands that understand how they should talk to you and how should they work with you and what they should do to help you reach your goals. The least you can do is learn a bit about the industry, and try and treat them with respect.

    Number three is if you're not a Fohr card client you should do that. I mean that's fucking baseline. What Fohr card does is provide a peace of mind to clients. We let you know that you're working with the right people and that if you are making monetary investment that it's the right amount, the right person and that we're going to maximize the money that you are spending.
    Episode #25
    - Advice for Brands, Ensuring Conversion, Brands with No Budget