WIN-WIN
- the key to collaboration
Definitely not a Win-Lose!!! Do brands really know how to COLLABORATE?
So collaboration is another new buzzword- but how would it work if brands greatly under-value content?
This topic came to me when I finally said no to a collaboration opportunity. It feels good to say no and I should write about it.
The CMO of a feminine health brand found my IG profile suitable and wanted me to be a “collaborator” to their brand. “This is something you could greatly contribute to. We want you to create content on pelvic mobility and movements for our high value customers” said the CMO and I agreed. But that was just the beginning.
What came after was a rude realisation. That the collaboration is clearly a win-lose situation, with the brand taking it all, and me losing it all. Yet, the brand feels it is such a fair deal. I’m baffled!
They asked for me to be their affiliate marketer. That means putting their brand link in my IG and YouTube channel and mention how great they are. Fine!
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But more! They wanted me to give an authentic product experience with personal endorsement. This is akin to what brand ambassadors do, right?
They want me to provide a properly shot and edited video that features the endorsement. All with my own expenses. And they would extend a little help with a “token” sum of a couple of hundreds ringgit. 🤣
I was told the real deal is in the affiliation. They feel it would be a great priviledge for me to be their affiliate marketer, since my commission is a 20% off sales revenue of my sale unit. Each product sells for a few thousands, hence the returns from sale should cover all upfront costs. Honestly, I was so taken back because they think I am…. stupid!!
Of course, some brands do offer a whole lot better deal (I hope so) and I would be able to work with the good ones on proper content creation collaboration soon.
But overall, am I right to say most brands only see content creators as the extension of their sales channel? If yes, that is so unfortunate! This is akin to shrinking the role of content creation to zero value.
Content is a big part, if not the main part of brand building. Content creation require expertise and skills. It is the creator’s niche, the subject of his/her expertise. Don’t brands see a problem in under-valuing the creator and the content? That by doing so, they won’t get any expertise and authenticity to their brand credentials at all. Their message will lack engagement.
So the most important thing for brands to remember is to always strive for a WIN-WIN situation in collaboration. A Win-Lose gets you nowhere. Be respectful of the creator, the value of the content and the engagement it brings.
The more you value the content, the higher the value is. This is because the valued creator would really feel he/she is making a difference and upon this does better work. When that happens, engagement based on authenticity would only benefit the brand.
