What are the benefits and challenges of co-creating with influencers and experts?

When working with influencers you can attract new customers but also strengthen the bond between your current customers. Customers that used to only use one product may want to try product from every product line because their favorite influencers are repping them.

Si es "influencer" es porque tiene audiencia que cree en el y si es "experto" es porque sabe mucho de un tema en particular. Colaborar con ambos perfiles es sumamente interesante, ya que llegarás a la audiencia/comunidad del influencer con tu contenido, o traerás a tu público el contenido de alguien que seguramente les sume valor.

When you're in the early stages of building your brand it's super beneficial to collaborate with influencers and/or experts. Your brand is in it's infancy therefore your brand awareness is limited and your brand equity virtually non-existent. A great way to inject credibility into your brand and increase it's reach is to saddle up with an influencer/expert who's brand is well respected. The influencer doesn't even need to be promoting your brand. Simply being part of the same conversation, blog, vid and beyond will help your brand soak in some "guilt by association". But guilt being good in this context :)

Benefits: Access diverse audiences, enhance credibility, and leverage expertise for innovative solutions. Challenges: Balancing brand alignment, ensuring authentic collaboration, and managing expectations. Co-creating with influencers and experts demands careful navigation to reap mutual benefits.

IMHO influences can have a very positive effect on strengthening your brand and product messages. The influence is most effective if they speak often about the field or category of business you work in, specifically, your brand value to that field. I have a problem with the term expert. There are truly very few experts in any field. They have valuable information you can work off of, such as the case with Linkedin where you can add comments and your perspective. The more often you can do this, the more people will associate you with having better than average knowledge.

Not all influencers/experts are the right influencers experts (for you). And even if you pick the "right" ones, you will run into challenges when it comes to control and ownership. What's important is you can manage these challenges and the juice is indeed worth the squeeze. 1) choose to collab with influencers that do align with your brand, mission and values. 2) be super transparent about the terms of the collaboration. If both parties know who owns what and which lane to stay in, there's less of a chance of friction down the line. And last, loosen the reigns a bit. Not completely, but a bit. Your brand is your baby and you should never compromise on super important things, but be a bit flex on the smaller things. Juice > Squeeze

Lo más importante es dejar en claro las expectativas y objetivos de cada parte, y se ser posible tener una guía pre validada, para no generar potenciales inconvenientes en el proceso creativo, sobre todo para cuando la generación de contenido es en vivo/streaming

Another consideration in co-creating with influencers is the potential for fluctuations in the level of commitment and engagement. Influencers and experts often collaborate with multiple brands, each with its own set of priorities and timelines. This diversity in engagements might impact the consistency and frequency of their contributions to your brand.