A few weeks back I was delighted to interview our very own Hazel on the topic of collaborating with brands at the HBC Summit.
We chose to use Linwoods as a case study as she has a long standing relationship with Linwoods: brand contacted her after they heard me speak at the Health Blog Awards.
When it comes to collaborations, it is key to assess the brands you are going to work with, and how you refine your criteria. It’s a work in progress, and it will change with experience.
I ask myself: Is it on brand (i.e. does it fit with my brand)? Do I believe in the brand? Do I/Would I use the product? Is it ethical and professional? It is essential I agree with the campaign description and whether the benefit worth the time and energy required.
When it comes to the kind of collaborations she enjoys the most, and which ones she thinks may fit best with her own brands, she was quite inclusive: “All of the above fit with my brand! I like creating content so creating recipes and videos is my favourite”.
However, working with brands is not always easy. Sometimes you’ll find yourself turning down jobs with awesome brands that just don’t resonate with your blog (Hazel’s example fashion and beauty).
When starting out bloggers will accept unpaid work and feel guilty for asking for payment, and quickly learn to turn down cookie cutter posts and one-off advertisements.
Working with brands is an essential part of Hazel’s strategy and it is constantly refining.
What has been helping you when it comes to discussing, liaising and approving a collaboration?
My agents! And speaking to other bloggers.
What do you think has changed in the way you have been approached by brands and have been partnering with them?
They approach me now, haha! I’m not afraid to guide the collaboration in terms of content and say no to things I’m uncomfortable with. They respect that I need to be paid for the work.
What in your opinion is the benefit of a long term ambassadorship, like the one with Linwoods for example?
Loyalty, investment, security, opportunity for growth.
Why do you think bloggers struggle so much to put a pricetag to their work?
There is no set rule. No one knows how much they’re worth and often undervalue it.