The biggest reason why the biggest influencers in South America refuse to work with a brand is usually that he can’t 100% identify with their values or isn’t convinced of their products – in both cases the result is that he doesn’t like the brand and therefore can not promote it.
This is actually a very good sign for the brand because the biggest influencers in South America who promote something they don’t like, are not authentic and therefore not good ambassadors for a brand. The placement can then not be good.
When I’m talking about values, it’s often about sustainability, diversity, topics like that. This may be very important for the biggest influencers in South America and the brand has positioned itself against it or is at least not known for sharing these positions.
When it comes to bad products, I’m talking about Apps that might have only a two-star rating in the App Store or in general a bad image. There are also product categories that have been misused by scammers in the past. These are for example bleaching products and even products connected to cryptocurrencies. Unfortunately, there have been many crypto scams that used influencers. That’s why the creators are very cautious in that sector.
The fee is usually not a reason why the biggest influencers in South America don’t want to work with brands, we hardly see that.
But this can be also because we first check with the brand their budget, depending on their budget we then propose the influencers. Because we know the prices of the biggest influencers in South America already.
Worst case if the budget is too low, we need to say that we can’t do it with our portfolio of influencers because we mainly have influencers north of 100,000 followers and for that reach, you need to have at least a 4 digit budget.
The biggest influencers in South America can already have a contract with a competitor
There are certain groups of influencers that refuse to work with a brand because they already have a contract with a competitor. This is very common in gaming. For example, if you work with Alienware who gave you the equipment, then you can’t accept a sponsorship from a competitor. Usually, the Alienware contract would forbid that and these contracts often go for several months or even years.
Similar it is with streaming. For example, PlayHard went this spring exclusively to Twitch – there’s no chance he could agree on a deal with Nimo – a local streaming platform, or YouNow.
In other sectors like beauty or lifestyle, such exclusivity deals are not that common.
I think we never had the case that an influencer refused to work on a project because they had not enough freedom in terms of creativity. Usually, that is just an issue of communication. We had such great clients in the past that they always understood when the influencer wanted to change something in the briefing to create content his audience loves even more.
At the same time, it’s super important that the brand understands, that the influencer knows his audience best.
What can be a problem though is timing. In particular now. In October the super hot season in influencer marketing starts and the closer Christmas and New Year’s Eve get, the busier are the influencers. If you want to plan a campaign in late November chances are high that some of the biggest influencers in South America are already completely booked out.
That’s why it’s so important to plan ahead.
In case the influencer has a full schedule in December, usually, it’s not a problem to postpone the campaign to February – as long as the brand is okay with that as well.
Bold Creators Club can give you more eCommerce tips on how to retain new customers with influencer marketing
Dealing with social media influencers is not always easy. Actually, most of the time, companies and influencers can’t communicate clearly, as there is a lack of a cultural, linguistic, and social bridge that connects both.
When it comes to Latin influencers, this communication barrier is even bigger. Not only because a lot of people in countries like Brazil or Colombia don’t English, but also because these countries are highly multicultural, with cities with completely different styles, slang, social and cultural movements within the country.
In the case of Brazil, this aspect is so strong that there are even completely different cultures within the same city, in big metropolises like São Paulo or Rio de Janeiro.
It is really hard to keep up with the constant changes in the pop culture and in the internet world, so contacting an agency whose job is to always be updated about what the influencers are doing, how is the stability in the country, and more important information for your company, is the best strategy.