The Stages of an Influencer Relationship

If you’ve read our intro to The One Co’s dating-meets-influencer-marketing concept, you’ll already know why we see ourselves as matchmakers. Because just like dating, working with influencers isn’t a straight up “yes” lets sign on the dotted line, it's a journey. And if you want it to work long-term, you’ve got to get through each stage.

Here’s how we see it.

1. The Search

This is where everyone starts looking for “the one.” It’s exciting but also overwhelming, and it can take sometime.
The options are endless. Everyone looks good in their profile pictures (feeds).
You start making a shortlist based on:

• Their content style

• Their interests (niche)

• Their “social proof” (engagement, audience quality)

It's a process and if you're planning a campaign we suggest allowing at least 3 weeks, because there's alot to look into, just like dating apps, there’s a lot you can’t tell from the surface.
Just with various dating apps, there are several platforms you can use to search for influencers. You can of course use the native social platforms and search then choose the suggested methods to find lookalikes, this is of course an extremely long winded way. Then you have paid platform options HypeAuditor - GRIN - Upfluence - Heepsy - Influencity.

Or you can work with an agency like ourselves where we take all of this off your hands.
We know how to spot the red flags, the exaggerations, and the ones who just want a free dinner (or in this case, free product).

2. The First Date

You’ve made contact, there’s a bit of back and forth. If there isn't it's too easy and is probably destined to end up in the ghosting phase, so be mindful. But once you've gone through all the questions and there should be. You're looking to see if they actually click. In influencer terms, this is potentially your first collaboration.

• You should be letting them know all about your brand/business

• What you're looking to achieve (Awareness/Driving traffic to your website/Revealing/Live collab)

• If they've worked within your industry previously

• What type of content do their audience generally resonate/respond to

• What there availability looks like

• What there rate would be
  

You’re not proposing marriage yet (the collaboration), you’re seeing how they work, how they communicate, and whether they actually get your brand.

Things to watch for at this stage:

• Do they ask smart questions about your goals?

• Are they professional in how they handle deliverables?

• Does their audience genuinely engage with your product/service?

3. The Honeymoon Phase

You have found your one, they feel right, they get your brand, they understand the message you want to convey, you've signed the contracts. And you've kicked off your first campaign... Everything feels great. The content is flowing. The comments are buzzing.

You’re both excited. This is where many brands make the mistake of thinking “we’ve cracked it” and moving on to the next shiny thing. But what's vital here is keeping the momentum going.
It's not about the posts they've put out, as a brand you want to be showing up in comments, you should engage with their audience. Share their posts on your feed, and really nurture that relationship. Because the more authentic and consistent the connection, the more powerful the results.

4. The Commitment

You’re seeing firsthand what they can do. They’ve seen what you’re about. You have built the trust. You work well together, there’s chemistry. Now it's time to start thinking long-term, brand ambassadorships, ongoing collaborations, maybe even exclusivity.

This is where influence deepens.Their audience starts to associate your brand with their personality. It’s no longer just a campaign, it now becomes part of the story they tell every day. That now translates into the trust, you become front of mind for that product or service.

5. The Real Test

Like any relationship, the honeymoon glow eventually fades. Do you still bring out the best in each other?
If yes, this can become a partnership that lasts for years.
Maybe the initial campaign didn't work out, but that shouldn't deter you, everything should be chalked down to a learning experience. Part ways gracefully, ideally with no hard feelings and a better understanding of what you need next time.
One thing we know is long term collaborations outperform short term partnerships.

Take the First Step

Influencer marketing isn’t about swiping right on the biggest account or settling for the first one who says yes. It’s about finding the ones who fit. The ones who get you.The ones whose audience trusts them enough to trust you. And that’s why at The One Co, we don’t just introduce you to influencers.
We introduce you to the right ones, and we help you build relationships that actually last.