The Influencer is not responding! Now what?.. How to follow up with Unresponsive Influencers
In this article, we give you some handy tips on how to follow up with an unresponsive influencer.
The aim of the follow up in both campaigns is to move the influencer from receiving the product and or payment to posting, creating content, attending an event or whatever you initially agreed upon.It is to gently remind them that you as the brand have fulfilled your end of the deal, sent the product and or payment, and now it’s time for them to fulfil their end.
The follow up style varies depending on whether you are paying your influencer with real $ (as they have a contractual obligation to fulfil their promises) or product (technically unpaid). Don’t worry, we’ve got you covered for both!
Following up in Unpaid (Pay with Product) Collaborations
Following up with an influencer is especially important in unpaid, product-only campaigns and your campaign completion rate (aka whether the influencer posts or not) will vary significantly upon this step.
It is important to remember that in unpaid, product-only campaigns the influencer will not always post. This is similar to PR where you send out hundreds of press releases and not every media publication picks them up. This is why it’s often called ‘product seeding’ — not every seed you plant will grow. For more on gifting campaigns, click through to our article here.
Tip #1: Follow up with a gentle nudge, not a pushy prod
When following up, the only thing you can really do is be polite but persistent — if you're not polite, they'll just ignore you. You can structure the follow up like a reminder, assuming positive intent e.g. maybe the influencer has forgotten to post or hasn’t had time yet. Maybe they’re a little stuck on what to post? Or maybe they just need a little extra motivation.
“Just checking in to see if you received the product. Have you had a chance to have a play with it yet? Or was the fit right? etc.” (address the follow up with the next logical step, they’ve received the product, then they will use it and capture the experience, then they will post)
“I can’t wait to see what you create. We just love your content!” (act excited, positive and complimentary)
“Sorry I know you’re really busy but we’re just really looking forward to seeing what you create” (be understanding and acknowledge that time could be a problem for them)
Just checking in to see if there is anything else you might need from our end to continue? (act like maybe you’re to blame so that they don’t feel any resentment from your end)
Tip #2: Offer an incentive if your gentle nudge doesn’t work
If none of this is working the next step you might consider is offering them an incentive to post. This could be in the form of a store credit in return for the post to use themselves or give to a friend or family member. A store credit is always going to cost you less than paying them money as there will obviously be a mark up on your product. Another way to incentivise them could be offering them an affiliate link for any sales generated from their post so that they are compensated based off their results.
Finally, if all else fails and you really want that post, just pay them. It’s annoying that you’ve already put in a lot of time trying to make things work but it’s the only way to guarantee the outcome.
2. Following up in Paid Campaigns
When following up on paid collaborations, you’re able to be a much more direct as you often have a timeline to meet and a budget to spend. In the same mind, you still need to be polite and refrain from being too demanding as this won’t be beneficial to your relationship. The same way that if they treated you this way you wouldn’t be all that impressed either.
Tip #1: Reminder Style Follow Ups
It’s useful to send reminder style follow ups before any key dates that you set out in your deliverables. If they’re expected to submit their content for your approval before it goes live you might like to remind them the day before this as well as a reminder a day before reminding them of the date and time for the content to go live.
Examples of follow up messages:
“Hey Ella, just a friendly reminder that you will need to submit your content for feedback tomorrow before it goes live on ‘x’ date and time. Can’t wait to see what you’ve created. Kindest, Gretta”
“The brand and I would love to invest in you…”
“We see a lot of potential in paid relationship between yourself and the brand..” or “We’d love to put some of our monthly budget behind the content you create because we know our customers will love it.”
Tip #2 - If this doesn’t seem to be working, try some of these handy tips
Sending the influencer calendar invites with reminders can be helpful.
You could refer back to your initial reach out if there is a date if you haven’t received a response and are working to a timeline.
Try putting a date that you need an answer by. This shows you’re serious about the collaboration and gives you a date to move on and focus on working with other influencers.
You can use an app like ‘mail tag’ for gmail to track opens so that you know if they’ve opened your email but not responded or haven’t read it yet.
Ask another brand or another influencer you are in contact with to introduce you to them. Warm introductions go a long way, especially for busy people.
Document the initial and secondary outreach dates and any brief notes if they do respond come so that everyone participating in the campaign is clear on the communication. This will be included in the workflow spreadsheet I’ve provided for you and will look like “followed up (yes or no), “replied (yes or no)” and repeat.
Paid or unpaid, it’s important to keep notes of your influencer outreach so that there is no double handling and the work you’re putting in is noted.