In this lesson you will learn:
About exclusivity, specifically when it should and shouldn't be used
Important information to consider around exclusivity agreement with creators you contract
What is exclusivity?
Exclusivity is an agreement between your brand and creator to not work with competitors for a specific period of time. Exclusivity often comes at an additional cost.
Note: It's important to discuss exclusivity during your kick off call all with your #paid Team representative. Exclusivity will impact the program and often limits the available pool of creators.
Is exclusivity right for my brand?
1. No exclusivity
If your brand is in a multi-use vertical, such as Fashion & Beauty, Travel, Retail, or Restaurants/Local Establishments, Creators, like most people, use multiple brands within the same category.
For example, a Creator's daily outfit might consist of multiple brands, but, they are only promoting one. Creators will make clear the brand they are promoting via the content, tags on the post, caption, and all sponsored CTA's. A promotion of this nature delivers authenticity from the Creator to their audience, driving results for your brand.
Note: If your brand falls in a multi-use vertical (i.e. Fashion & Beauty, Travel, or Restaurants/Local Establishments) and you still want exclusivity, this will come at a very high cost.
2. Campaign Exclusivity (+30 days)
If your brand falls in a vertical with a high competition and/or a lower propensity to switch brands, such as Food Delivery, CPG Food, and CPG Household, Creators are more flexible delivering exclusivity for the duration of the campaign, plus 30-days after. Given the nature of these categories, campaign-based exclusivity empowers Creator to deliver an authentic campaign to their audience, driving results for your brand.
3. Campaign Exclusivity (+4 months)
If your brand falls in a vertical with a high costs, long-term use, and heavy competition, such as Financial Services and Automotive, Creators are more flexible delivering exclusivity for an extended period of time. Given the nature of these categories, long-term exclusivity empowers Creator to deliver an authentic campaign to their audience, driving results for your brand.