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Best Business Practices - Navigating Brand Partnerships

The document provides tips for content creators on best practices for navigating brand partnerships, including aligning with brands that share your values, doing research on potential partner brands, clearly defining expectations, maintaining creative control, using contracts, disclosing sponsored content, and measuring results.

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Endiva Putri
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112 views7 pages

Best Business Practices - Navigating Brand Partnerships

The document provides tips for content creators on best practices for navigating brand partnerships, including aligning with brands that share your values, doing research on potential partner brands, clearly defining expectations, maintaining creative control, using contracts, disclosing sponsored content, and measuring results.

Uploaded by

Endiva Putri
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Content Creator

Best Business Practices


Tips to help you navigate the world of brand partnerships
with confidence and success!

BY: ONE PEAK CREATIVE


INTRODUCTION

Ready to start making money


using TikTok + Reels!?
Step 1: Don’t be intimidated, you can do this! Follow these eight
tips to feel more confident when putting a brand deal in place.

First off - congrats!!

If you are at the point where you are Yes.. making money for creating a video
ready to start collaborating with brands is wildly exciting BUT it needs to be
on video partnerships.. we are so freakin’ done responsibly (you’ll see what we
proud of you!! This is SUCH a big next mean as you work your way through the
step and one that can feel a little scary pages of this guide).
when you first start out. If brands are
starting to reach out to you with We’ve outlined eight tips to help you
opportunities to partner together on make the best decisions.. most of which
video projects, don’t be overwhelmed.. stemmed from our own mistakes in the
(this is supposed to be exciting)! It’s past lol. We’ve also gone ahead and
totally normal to have a ton of questions provided some ‘Take Action’ exercises
on how to best navigate through this so you can put what you have learned
uncharted territory as a creator. into play straight away.

Don’t worry friend.. we got you! Let’s do this!!

In this guide, we will walk through our


top tips on how to decide whether a
partnership is the right fit for you (this is -Meg, Glen + Con
the very first step & typically overlooked (The One Peak Team)
by creators who are new to the game).
BEST BUSINESS PRACTICES

How to Navigate Brand


Partnerships as a Content Creator

Tip 1: Align Your Values


When it’s finally time to start considering signing on for brand partnership deals (so
exciting!!), it's crucial to align yourself with companies and products that resonate
with your values and your target audience. Ensure that the brand's mission, values,
and offerings align with your content and the interests of your audience. If it is
unclear what those values are.. all you have to do is ask them! Remember,
authenticity is key to building trust and maintaining your credibility as a content
creator.

Take Action: It can be easy to be distracted by dollar signs in the beginning of your
partnership journey (we’ve all been there)! Before you automatically say “Yes!!” to an
opportunity, make it a habit to conduct your own quick Brand Value Audit. Use
these three questions as a guide when considering whether a brand might be a right
fit to partner with:

1. What are three things myself and this brand have in common? (Ex. In the
fitness niche, funny personalities, Canadian based)
2. Yes or No. Can I see myself using this brands product or service regularly?
(Try to be very honest with yourself here.)
3. Would I recommend this brand to my closest friends and family?
4. Would this partnership feel “out of left field” if seen by your audience?

If you answer positively to the 4 questions above, you are probably in a good place to
explore the partnership further!
BEST BUSINESS PRACTICES

Tip 2: Research and Due Diligence


Before entering into a brand partnership, conduct thorough research on the brand.
The reasons for this? First and foremost you want to be able to protect yourself
against any potential ‘red flags’ that could come up in the future, but you also want
to protect your audience. There is a certain sense of responsibility you need to
consider when recommending a brand to your viewers. As you grow an audience
and build a community, you also begin to build their trust. Putting their trust in
jeopardy with a poor recommendation is the last thing you want to do. It can really
hurt your reputation and credibility as a creator.

Take Action: Everytime a new brand partnership comes in, take just 10 minutes to
do a little research. Look into their reputation, customer reviews, and past
partnerships. Google the brands name and hit “News”. See if there are any red flags
that come up or reasons they might not be the best fit. This will help you make an
informed decision on whether it’s a good idea to move forward and avoid potential
pitfalls. Always better to be safe than sorry!

Tip 3: Clearly Define Your Expectations


Communication is the foundation of any successful partnership. Clearly outline your
expectations, deliverables, and desired timelines with the brand from the outset
(even before a formal contract is even in place - which we will touch on in a bit)!
Discovering any roadblocks before diving into the contracting phase will save you a
ton of time and headaches. Send them a breakdown of what you would be
comfortable with from a content creation standpoint.

Take Action: Set aside some time to define your expectations as a creator. If you
don’t know where to start, ask yourself these questions:

1. How long do I need to create a piece of content from start to finish?


2. What would I like to be paid?
3. Where am I comfortable with the content being posted?
4. Am I comfortable being in an ‘exclusivity’ deal with a brand?

Note: These expectations do not have to be set in stone and might change from
partnership to partnership.
BEST BUSINESS PRACTICES

Tip 4: Always Request to See a Creative Brief


Just as your personal expectations are important, so are the expectations of the
brand. Before jumping into a partnership, ask the brand to send over what is called a
“Creative Brief” so you can see what their vision is for the video they want you to
create. This typically includes the scope of work expected on your end,
compensation, usage rights, and any other relevant details. Compare this brief to
your own expectations. This process is going to shine so much light on whether you
and the brand are on the same page. Remember, a brand’s creative brief isn’t
necessarily set in stone. If there is something included you don’t agree with or don’t
feel would resonate well with your audience, voice your concerns to the brand and
see if it can be updated.

Tip 5: Maintain Creative Control (if you can!)


As a content creator, its important to remember that your unique voice and creative
vision are what sets you apart. You should always try to maintain creative control
over the content you produce, even in brand partnerships. Ensure that the brand
understands and respects your creative process and allows you the freedom to
create content that aligns with your style and resonates with your audience. Your
audience will see right through a creative concept that doesn’t feel like it ‘belongs’
on your channel.

Note: As part of a brand deal, you may be required to include that brands ‘specific
campaign messaging’ to your video. We try to avoid this at all costs.. as it typically
comes off too ‘salesy’. BUT, if this is a make or break and you really want to work with
the brand, ask if you can re-phrase the messaging in your own voice so it will
resonate with your audience! Send your version over to them to approve.
BEST BUSINESS PRACTICES

Tip 6: Put a Partnership Contract or Letter of Agreement


(LOA) in Place for Every Brand Deal

No matter the size of the partnership deal, we always suggest putting a contract in
place. This ensures both you and the brand are held responsible for their partnership
requirements. If you are ready to move forward with a partnership with a brand,
request for them to send through a contract summarizing everything you have
discussed via email to this point (they will most likely have a standard creator
contract on file). Go through this contract thoroughly. Take note of the outlined
compensation, payment schedule, scope of work, deliverables required, exclusivity,
etc, and cross reference what you have discussed with the brand. Remember to
always seek a professional opinion if something isn’t clear to you.

**If you need the brands product to fulfill the content, make sure this is clearly
included in the contract.

Take Action: If you plan on doing a lot of partnerships, it is probably worth investing
in hiring a lawyer to write up your own contract that you can send to brands
outlining what you are comfortable with. Make sure this document can be editable
so you can change the compensation/deliverables for each partnership moving
forward.
BEST BUSINESS PRACTICES

Tip 7: Disclose Sponsored Content


Transparency is key when it comes to sponsored content. Be upfront and
transparent with your audience about any brand partnerships or sponsored content.
Clearly disclose when one of your videos is sponsored. You can do this by tagging the
brand in your post and including their specific hashtags (as well as the hashtag
#Sponsored). This not only builds trust with your audience and but also ensures you
are complying with social media regulations. If the brand is planning on running
your content as an ad or putting any spend behind it, make sure you are using
royalty-free music, otherwise your video may be flagged by TikTok or Instagram.

Tip 8: Measure and Report Results


Brands are often interested in the impact and reach of their partnerships. Utilize the
‘Analytics’ or ‘Insights’ tools provided by Instagram and TikTok to measure and report
on the performance of your video. Track metrics such as engagement, reach,
conversions (if possible), clicks and audience feedback (screenshot positive
comments or messages). This data will not only help you demonstrate the value of
your collaborations but also inform future partnership decisions. You can provide this
information to the brand simply by taking a screenshot of your post’s insights (we
typically suggest doing this after the post has been live for at least 7 days so it has
sometime to find it’s way through the algorithm and gather accurate data).

Take Action: If you want to be a real keener, you could create a 1-2 page reporting
document summarizing your video’s results. From experience, we find this really
impresses the brand and the extra effort goes a long way. We suggest designing a
standard document in Canva and using it as a template for each partnership you do
moving forward.

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