Four tips for successful collaborations

Bloggers are slowly replacing "model" and "musician" among the dream jobs of the youngest generation. Many companies are asking themselves how they can identify quality and reliable cooperation partners in the flood of influencers. Once again, bloggers face the challenge of standing out from the growing competition in the coming year. Mashup Communications, the agency for PR and brand storytelling, asked bloggers how companies are working successfully with influencers in 2017.Interaction and networking come first: The myth of reachUnlike in the previous year, most companies have now understood that influencers are a marketing channel to be taken seriously - and are more willing than ever to spend money on them. Brands with smaller budgets like to focus on so-called micro-influencers, which do not have a large reach but a smaller community. After all, the quality of a blog cannot be judged by the numbers alone. "Rather, it is the interplay of a good reach, interaction figures, high-quality images and texts as well as the story itself that make the difference," says Mia Marjanovic from heylilahey. Henriette Zwick's experience with Super Mom"Influencers with fewer but loyal fans can interact with them much better than a very large account with tens of thousands of followers." For quality bloggers, maintaining their community is therefore the top priority - i.e. relationships with readers, fellow bloggers or agencies and brands. "After all, influencers thrive on the feedback and inspiration that their community offers them," says Maik Zehrfeld from bored.net. In addition to his blog DADDYlicious Kai Bösel is actively involved as a networker: "I invest a lot of time in maintaining my network BOOMblogs and meet up with colleagues and cooperation partners at blogger events, trade fairs or simply for a coffee. I've already achieved a few collaborations this way."Strong stories, humor and good images: Brands should offer creative freedomInfluencers thrive on their creativity. Unique and interesting campaigns with which brands can really stand out can only be created with the necessary freedom. "That's why bloggers shouldn't simply accept circumstances, but should always question ideas - including their own," says Adam Groffmann from travelsofadam.com. Patricia Kaiser illustrates her blog as a professional photographer The Kaisers herself together with her husband: "In addition to contributing our own ideas for the implementation of the cooperation and authentic texts with good spelling, we particularly focus on high-quality images." The cooperation contributions from on the contrary live from the visual, usually in specially produced photo shoots and always with a strong and personal story. Author Annelie Krahlisch-Pehlke advises: "To get people excited about a company, a laugh in the right place never hurts. This is the only way we can avoid getting lost in the multitude of bloggers/influencers/instagrammers."Living common ground in the long term: Of brand loyalty and cooperative nichesSome major brands have already recognized that target groups are better involved through longer campaigns and activities. The influencer pioneer relies on this principle dm with its brand insiders. In regular exchanges with the often passionate dm fans, you get to know each other and their respective needs better. But even experienced bloggers are less attracted to one-offs: "When it comes to placing a product in the long term, brand loyalty distinguishes a high-quality influencer. That's always more exciting than a one-off promotion," says the Berliner Super Mom. Mia Marjanovic also sees focusing on common ground instead of competing with each other as a qualitative indicator: "With fair fashion and sustainability, I occupy a niche in which we bloggers support each other. We push each other together instead of seeing ourselves as competitors - because we stand up for the same cause." Kai Bösel also sees the involvement of bloggers in the same segment as unproblematic: "With our network BOOMblogs we bundle over 50 family and lifestyle blogs to support brands and agencies in their search for quality influencers."Being individual and credible: despite professionalization, the basics remain timelessThe new generation of bloggers often has a very strategic approach. They grew up with social media at school or university, have good marketing skills and know exactly how to market an online platform. "But what I have learned over the last few years: Strategy back and forth, consistency and staying true to yourself pays off in the long run," knows Mia Marjanovic, who has been blogging since 2010. Not chasing trends, emphasizing your own character and standards and not pretending are what many followers reward with their loyalty. This is also how Anni from on the contrary"We have a political, social and ethical opinion that we are happy to express openly at all times. Our readers recognize this and we therefore have a high credibility bonus." Authenticity remains the premise. "We want to be approachable and be ourselves," says Patricia Kaiser.