与有影响力的人合作：7个广告客户的常见问题

Not so long ago, influencer marketing wasn’t so popular as a way to reach a potential customer. Today, due to the epidemic situation in the world, not only users, but also brands globally switched and began to spend much more time online. And it became clear that it’s not so easy to fight for the attention of the audience without the professional opinion “ambassadors”. This allowed advertisers to take a closer look at such a tool as influencer marketing and give a thought about its effectiveness. However, as in any kind of business relationship, there are some nuances that would be nice to know before starting a collaboration with opinion leaders. Here, Inessa Sys, Chief Lawyer of Digital Marketing AgencyZorka.mobi，答案7广告客户最常见的问题有关与博客作者的合作。

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7 most frequently asked questions from advertisers:

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What should an advertiser know first about launching an ad campaign with an influencer?

通常,广告客户来我们一个清晰的idea that their advertisement with opinion leaders should have huge coverage. The more, the better: if a video has a lot of views, then there should be a lot of target actions (product purchases, mobile app installs, site registrations, etc.). Therefore, advertisers can insist on working with specific influencers. However, they lose sight of the fact that the audience of a blogger can be quite diverse, and the product or service may not reach its subscribers. Thus, the advertising campaign is initially doomed to failure.

That’s why you need to understand that it is not always possible to guarantee a certain number of video views, as well as achieving a specified number of targeted actions. It is important to assess the possible risks of a future ad campaign adequately.

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广告商如何理解影响者是否有可能实现建立的KPI？是否有保证其实施

如果客户最初坚持设置一些特定的KPI（一定数量的视频视图，移动应用程序设置，注册等），那么我们始终立即评估影响者实现这些指标的可能性。我们的经理进行计算和预测。随后，律师在与影响者的合同中包括KPI的必要条件，并确定与代理机构对广告商的责任相称的责任。最常见的是预定额的罚款：零件或全额费用的返回，罚款的特定金额，等等。

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对广告材料的编辑数量是否有任何限制？

好吧，您无法对视频或帖子进行大量编辑。特别是如果它满足简报活动开始之前达成的所有要求。因此，在与代理机构的合同中，始终存在有关视频/邮政草案修订的限制的条件。通常，这可以做到不超过两次，因为频繁的视频编辑可以为代理商和广告商带来额外的费用。知识产权问题也是如此。

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说到知识产权...广告客户可以在其网站上的某个地方使用集成的视频吗？他为此付出了。

大多数广告客户都这么认为。他们喜欢在合同中写下知识产权被认为是“为雇用的工作”。但是影响者对这一点有完全不同的看法。在这里，重要的是要区分：广告商为集成付费 - 观点领导者对他的产品的广告，但不是知识产权本身 - 视频，照片帖子等。

知识产权问题必须在广告商收到带有博客列表的媒体计划之前讨论。该机构已经处于初始阶段，应了解将包括哪些意见领导者在列表中。确实，并非所有影响者都准备好赋予使用创建的知识产权对象的权利，甚至更多地为其分配专有权。

这种方法进一步有助于合同的同意。由于最初的沟通是在广告商和代理商的经理之间进行的，因此对知识产权使用问题的第一个答案通常是负面的。因此，广告商最终收到了一个有影响力者名单的媒体计划。

当合同来自广告商的律师时，所有的乐趣始于。合同包括：使用创建的知识产权，在各种社交网络上发布，处理材料等的权利。从那时起，广告商的律师和有影响力的人开始谈判合同条款的漫长过程开始。广告商的律师要求使用材料的权利，有影响力的人绝对不想这样做。在这种情况下，该机构几乎处于僵局。

最初，在我们的协议中规定，有影响力的人是他们创造的智力活动对象的唯一版权持有人，不要将它们疏远与任何人疏远，并且不会赋予任何人使用（许可）其材料的权利。在竞选活动开始之前，应提前对其他情况进行讨论。

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Can an advertiser refuse or change the influencer after signing the contract and approving the list of influencers?

是的，如果当事方以前已同意这样的机会，并在合同中指定。

Most influencers don’t begin to provide services without prepayment, the amount of which can vary from 25% to 100%. Therefore, we always indicate in the contract that if the client refuses or replaces one of the previously agreed opinion leaders, he must reimburse the agency for the expenses actually incurred.

From influencers there can also be some nuances. They are creative people, and sometimes may not get in touch on time or the created ad may be delayed for reasons beyond the agency's control. Since we work with influencers from different countries, the time difference also plays an important role. In this case, the agency should be able to replace the blogger with an agreed relevant one.

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让我们想象一个情况：一个博客作者发布了一个视频，该视频不符合技术规格/不按时/不符合第二天出版后的视频。在这种情况下该怎么办？

In fact, such violations are the most common. To prevent such situations, we always advise you to write down in detail all the essential aspects of the advertising campaign in the contract.

For example, you can specify that the influencer should say in the video, which music to use, the date of publication, the length of the integration and in which part of the video the ad should be placed (at the very beginning, in the middle or at the end), etc. Most often, we indicate all these conditions in a brief, which is agreed with the advertiser and subsequently included in the contract with the influencer. The more details are specified for the advertising campaign, the easier it is to prove later that the advertising material was placed with violation of the terms of the contract. Agreeing the ad material with the advertiser before publishing it on the Internet helps to make sure that the video is made in accordance with the terms of the brief.

如果建立了违法行为的责任，那么博客作者不应有任何疑问是否遵守合同条款。作为责任，您可以对违约延迟的每一天设置罚款，罚款，或者在广告活动结束后的下个月免费出版另一个视频。

如果我们谈论时间安排，那么对于大多数广告商来说，广告材料在一定时间段内出现非常重要。视频可以定时进行任何活动，取决于营销预算的使用或广告客户的严格内容计划。对于我们作为代理机构而言，与广告商履行合同条件并向博客作者澄清这一责任非常重要。

Sometimes influencers delete a video after its publication almost the next day. To prevent this, we include in the contracts with influencers the condition that the video should not be deleted within a certain period of time. Most often, this period is equal to 1 calendar year, as it suits both the advertiser and the influencers. For violation of this term, a specific fine is imposed, or you can tie the payment for cooperation to the period during which the video should not be removed from the channel.

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意见领导者的付款方式是什么？

这取决于该地区和支付系统。例如，宏观影响者最经常有注册的法律实体，或者他们与影响者机构合作。在这种情况下，向银行帐户付款。我们建议使用这种工作方案，因为它是最透明的工作，并保证当事各方相互履行义务。

在任何合作中都有细微差别和困难的时刻。但这不是放弃有效工具吸引目标受众的原因。有能力和创造力的影响者能够在自己的经验，有趣的游戏或比赛的酱汁下以有趣的方式展示您的广告材料。此类内容不会在其在线生活的每一步中都厌倦了广告的订阅者。这不仅是推广您的产品或服务的绝佳机会，还可以征服潜在用户的忠诚度。