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How to Work with Tier 1 KOLs?
Ruslana Safina
19.08.2024
3 Min Read
Everyone dreams of having Tier 1 KOLs as advertisers. But here’s the thing — a few know the hidden “gotchas” that come with working with these top-tier stars. So, what are those?
— Hey, we want to work with Tier 1 KOLs!
— Hey, well, who wouldn’t?
Here’s how the conversation usually goes with many of our leads. They request to collaborate with Tier 1 influencers, imagining all the likes, shares, and fame that will follow. But it goes like that rather rarely, percentage-wise. We’re here to share those little secrets and give you a playbook on how to ACTUALLY work with these glossy Tier 1 influencers (quick spoiler: not to limit yourself to just one publication).
Do You Actually Need Tier 1 KOLs?
With their massive following and undeniable influence, it’s easy to see why everyone wants to work with Tier 1 Influencers. But are they really the golden ticket to marketing success? Are they truly a good fit for your project?
- The best and biggest KOLs will never sell you ADs
It’s crucial to realize that Tier 1 KOLs are more than just influencers — they’re powerhouses with their own businesses or investments in other projects and little interest in whatever fee you’re offering for an ad. Sure, the best influencers can promote your brand, but here’s the catch: it only happens if they have skin in the game, like being your investors or partnering with your founders. And when they do, it’s not about money; it’s about creating something amazing together. That will lead not to money, but to big, really big money. So, unless your KOL agency has some serious connections, don’t count on landing one of these top-tier influencers just by waving a check.
- Pls, don't build expectations
So, you’ll likely be working with Tier 1/5 KOLs (no there are no established influencers that would call themselves 1/5 but we call it so in the realm of this article) — the ones who are focusing on content creation and actually INTERESTED in selling advertising. They are not so far away that you can’t reach them out. They can definitely help you boost brand awareness, give you a name-drop in your blurbs, or let you brag about your collaboration on exchange or launchpad forms. But don’t expect them to move the needle on the crucial middle-of-the-funnel metrics.
Now, working with these influencers can be beneficial, but only if you’re in it for the long haul. And let’s be honest — long-term partnerships with these top-tier folks don’t come cheap. They’re indeed expensive.
- If you think that Tier 1 KOLs have a Tier 1 approach to content - it's a mistake
If you’re under the impression that Tier 1 influencers are content gurus, then… Unfortunately, most of them are not. Sure, there are exceptions, but they’re few and far between. Most of the time, these influencers are pretty highbrow about their content. Don’t be surprised if they expect you to hand them a ready-made post, only for them to change a comma to a period and call it a day.
— So, Tier 1 influencers are basically not reachable, but Tier 1/5 can do things for you;
— Yet, it is not entirely about the influencer marketing department, but more about a business development task.
BUT How Should You Work With Them?
You might have already put your pink unicorn glasses away and looked at the whole thing more realistically. But still, what do you need to do to work with these influencers, and how can you reach them?
1. It’s about business development, not KOL marketing
If you want to do high-quality work with Tier 1/5 influencers, it’s not influencer marketing in the traditional sense that you need. Influencer marketing is about, well, marketing — strategies, metrics, etc. It’s about combining influencers with marketing to achieve deeper goals, after all. In this case, you need to bring out the big guns of business development. Influencer managers won’t do this unless they are business developers on the side:)
2. Go to vendors
If your business development process isn’t cutting it, or you’re feeling a bit overwhelmed, don’t hesitate to turn to vendors or contractors who have experience in this space. Many KOL marketing agencies have built strong trust with influencers because they focus on more than just selling ad space — they work on building genuine relationships.
3. SCAM is surrounding you
Dealing with big-name influencers can be a total minefield. It’s super easy to get scammed. You could end up chatting with a fake account on Telegram – just one little letter off, but it can cost you a ton of cash. Or you might think you’ve found the perfect partner, only to realize they don’t even work with influencers. Beware.
4. Build win-win
Build balanced relationships. Too many projects approach influencers with a one-and-done mindset, trying to haggle over a single post. It doesn’t work that way. Influencers know their worth, and so should you. Don’t just hand over 30k because they said so. Focus on creating a win-win scenario instead. Who knows, that influencer might become an investor down the line, or maybe you could sweeten the deal with an allocation to discuss a discount. Or, forget the discount and aim for top-notch content. Just don’t try to outmanoeuvre them — they’re not your typical marketing studio, and playing that game won’t end well for you.
5. A few Tier 1 influencers are enough for everything
Absolutely. Once you’ve secured a collaboration with a top-tier influencer, attracting others in the same league becomes much easier. In simple terms, a Tier 1 influencer can often draw in other Tier 1 influencers.
Key Takeaways
Working with Tier 1 KOLs is less about influencer marketing and more about strategic partnerships and business development. The allure of massive reach and engagement might be tempting, but the reality is often different. These influencers are more than just faces; they are businesses in their own right.
Remember, quality over quantity. One well-executed partnership with a Tier 1 influencer can often open doors to other opportunities and have a more significant impact than working with multiple lower-tier influencers. And if you feel like reaching out to 1/5 or Tier 1 influencers is too challenging for you, we can always assist you and help shake those hands:)
KOL Collaboration
Tier 1
influence marketing
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