Influence broker (Influence makelaar)
Information on this skill...
An influence broker has the task of mediating between clients and influencers. The focus is on online marketing, in which companies benefit from the influence that influencers have for a fee. There is a mediating role to link clients as companies to influencers. For example, a company that wants to promote via one of the social media platforms knocks on the door of an influence broker. This then draws from the file of influencers the person who best suits the assignment. There is therefore, as it were, a link between the two parties. Social media marketing plays a key role in bringing a product or brand to the attention of a wide audience. An influence broker can focus on specific branches or on a broader area. The latter is preferable, because then you can fish from a larger pond. The advantage of engaging an influence broker is that companies do not have to look for it themselves. This saves the company time and, moreover, the entrepreneur gets the certainty that an influencer is engaged who fits perfectly with the assignment. There are more and more companies that use influencer marketing. This offers the advantage that very targeted marketing can be used for a specific target group. For example, an influence broker can link a micro influencer to the company or a macro influencer. It depends on the company and the desired strategy which option is best. The influence broker obviously also has an advisory role in this. Moreover, there is an extensive knowledge of influencer marketing and that in turn offers the client an advantage. The agreements to be made between all parties take shape in an influencer contract.
An influence broker can therefore be seen as an intermediary who represents both the interests of the client and those of the influencer. There is a relationship with various other professions. For example, it is often online marketers who contact an influence broker to engage influencers. It can also involve YouTube marketers who want to engage a well-known YouTuber just like brand managers who want to use influencer marketing. It is not only about YouTube videos, because there is also guest bloggers and other social media platforms. For example, Instagram, SnapChat and TikTok. The influence broker earns the income by bringing both parties together and taking on the mediating role. In the context of recording agreements, a relationship can be established with the position of contract manager or with the position of lawyer. An influence broker will generally only work with the best-known bloggers and vloggers. Think, for example, of a well-known beauty vlogger or travel blogger.
WHAT MUST AN INFLUENCER CONTRACT MEET
It is important for all parties to record agreements in writing. This prevents legal problems. In the influencer contract, a number of characteristics are of great importance. For example, clearly recording the expectations of the parties. The inclusion of a non-competition clause is also common. This prevents an influencer from promoting a brand or product of a competitor. The number of times of promotion and the time frame in which this happens must also be given shape in the contract. In addition, it is important that attention is paid to how to deal with the mention that it concerns advertising. Nowadays it is mandatory that influencers report that it is advertising. The influencer contract will further state which platforms are used to promote the brand or product.
Of course, attention is also paid to the payment conditions, whereby a distinction can be made between a monetary reward and free products or services. Another important point to include in the agreement is at what time and by whom the cooperation can be terminated. There are also other conditions possible, such as that an influencer must, for example, achieve a certain target. Finally, it is important to mention the copyright on the content. It is usually the case that the content belongs to the influencer and so does the copyright. It must therefore be clear that the content cannot be used without permission. However, it is also possible that the influencer agrees to transfer the copyrights. In that case, this must be stated in black and white in the contract.
WHAT DOES AN INFLUENCE BROKER DO:
- Connect with influencers
- Build a file with influencers
- Informing and advising
- Find a suitable influencer
- Mediate between company and influencer
- Drawing up a contract
- Maintaining relationships
WHAT DOES AN INFLUENCE BROKER DO:
TRAINING TO BECOME AN INFLUENCE BROKER
There are no courses as such that can be specifically named that train to the profession of influence broker. Of course, it helps if there is some knowledge of commerce and online marketing. An influence broker is usually an entrepreneur who has grown in the profession, but can also be a marketer who works for large companies.
COMPANIES WHERE AN INFLUENCE BROKER CAN BE EMPLOYED
Most influence brokers are entrepreneurs and therefore work for themselves. In addition, there are influence brokers who are employed by marketing companies, large small businesses or webshop owners. In that case, there is usually an own marketing department, where the influence broker works.
COMPETENCES INFLUENCE BROKER
An influence broker must have multiple skills and, just like a trend watcher, keep an eye on trends. For example, if a new social media platform is suddenly popular and where influencers have a large number of followers. Another competence is commercial insight as well as being able to communicate excellently. The social aspect also plays a role in this, because an influence broker must be able to deal with all kinds of parties. Analytical skills also come in handy, for example to interpret data. Vigilance is also required because an influence broker naturally acts as an intermediary.
LABOUR MARKET PERSPECTIVE AND CAREER OPPORTUNITIES AS AN INFLUENCE BROKER
Influencers are a popular marketing tool and it is expected that the future will not change that. It is especially important for an influence broker to build a good name and to put together a large network. In this way, the influence broker receives more and more assignments.
TERMS OF EMPLOYMENT AND SALARY INFLUENCE BROKER
There is no specific salary for the profession of influence broker. This is mainly because there is often a certain margin per assignment. Moreover, the influence broker usually works as an entrepreneur and it depends on the familiarity and good name how high the income is. The same can be said of the terms of employment, because the entrepreneur determines them himself.
The content on this page has been automatically translated from the Dutch language. For this reason, texts and videos on this page may contain small errors.
Lesen Sie diese Informationen auf Influence Broker auf Deutsch.
Lea esta información sobre Agente de influencia en español.
Lees deze informatie over Influence makelaar in het Nederlands.
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