You're at odds with a gaming influencer on campaign direction. How do you find common ground?

One of my favorite things to do with creators at the start of a campaign is let them know that their opinion and expertise MATTER. I lay out the things that are non-negotiable, then ask them to tell me what direction they think things should go in. If we’re not aligned, we try and work toward the middle. If it’s little things creatively that I don’t like but will still get the job done. I swallow my pride and acknowledge that they know their audience and what performs well with them better than I do. If it’s something I know our brand team won’t be aligned with, or if it’s going on our channel and I know our audience won’t react well to it, then I share examples of similar content that hasn’t performed well and we adjust from there.

When you're at odds with a gaming influencer, the first step is to recognize their expertise. They've built a loyal following by understanding their audience and what resonates with them. Acknowledging their insights fosters mutual respect and sets the tone for constructive dialogue. While you may not agree on every detail, respecting their knowledge helps create an atmosphere where collaboration can thrive, as influencers often have deep insights into the player base.

Whenever I have worked with Gaming influencers I always try to have a chat with them initially to see if they are in favor. I tell them that even though I wont influence their opinions when working with brands we do have to follow some guidelines when we work with them. I hear them out if they have different opinions as they have more understanding of their respective audience and go in favor of whatever campaign strategy would maximize my ROI. My first loyalty is to my employer and I would be willing to follow a strategy what would always maximize my ROI and go above and beyond my KPI.

Clearly defining and communicating your campaign objectives is crucial to finding common ground. Whether you're aiming to boost brand awareness, promote a new game, or drive sales, make sure these goals are understood by both parties. When both sides know what they’re working towards, it’s easier to align strategies. Think of it as setting a shared destination—having clear objectives makes it easier to navigate the campaign together.

Flexibility is key in collaborations with influencers. While you have a specific direction in mind, be open to the influencer’s creative input. They know what content engages their audience, and incorporating their suggestions can enhance the campaign’s success. View it as a co-op effort—by blending both your expertise and theirs, you can overcome obstacles and create more dynamic content. Flexibility often leads to innovation that benefits both the brand and the influencer.

Clear, ongoing communication is essential to any successful partnership. Be specific about your expectations while being open to listening to the influencer's concerns or ideas. Clear communication helps ensure both parties are aligned and reduces the risk of misunderstandings. Just like strong teamwork in gaming, open and honest dialogue paves the way for a campaign that meets both your goals and the influencer’s audience engagement needs.

Effective compromising can only come from successfully working on points 1-4. The more you get to know your influencer and see them as your partner and collaborator, the more easily you will understand each other's goals and strengths. An element of flexibility to your campaign is necessary so you can adapt and pivot to deliver the most successful results possible.