Collaboration with an influencer is paid or barter promotion of a product by a content creator. It brings three practical obligations for the company. The first is labelling: a post for which the creator received money or goods must be clearly marked as advertising or paid partnership, and the advertiser also bears responsibility for hidden advertising. The second is licensing – without an explicit agreement you cannot use the video or photo in your own advertising, on the website or in the shop; agree the scope, channels and duration of use in advance. The third is the content of the claims: if the influencer promises an effect the product does not have, the company deals with the problem. When selecting an influencer, do not rely on the follower count, but on the engagement rate, the composition of the audience, and whether their recommendations have ever led to a sale. Always back up the fee and the deliverables with a contract and documentation.
See also: Barter in marketing, Corporate crisis communication, Tax deductibility of advertising costs.
