Completed our first influencer collaboration last month. Sharing a detailed post-mortem: what we did right, what went wrong, and the 3 things we'd do differently.
First-time creator collaborations consistently reveal 3 categories of lessons. (1) Expectation misalignment: brands expect ads, creators expect creative freedom — bridge this in the brief with references, not scripts. (2) Measurement gaps: 80% of first campaigns lack proper tracking, so results can't be attributed. Set up UTMs and discount codes before outreach begins. (3) Approval delays: no one sets a review-and-approval timeline, content gets held up, creator misses their own publishing schedule. Set a clear content approval SLA in the agreement.
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