Business Owner - What to Do?

[AskMyAccountant.17]

I’d love to share insight as a rider with “sponsors” and regularly creates content on social media. There is definitely some misunderstanding that can occur from both retailer and persons. I would say more riders are starting to work as I do, with contracts, etc. But, the equestrian-market is a little slower behind other (fashion/lifestyle/health brands that work with social media managers)

This can work in a few ways. I as the rider/content creator have created an audience that is valuable to the retailer. This value, I charge for either through paid posts or some* product exchange.

Sometimes a brand will reach out, say hey can I send you product. Most of them have a contract that requires an IG story, post, etc. I may choose to sign the contract if I feel the product meets the value I charge for content. If I dont and the retailer wont meet my price we don’t continue.

Sometimes, a brand will say hey can we send you product, I actually receive PR packages weekly, sometimes I’m not even aware the brand is sending product. If I LOVE the product I may share it online, but I’m by no means obliged to post.

There are instances, when I may be interested in a product. However, I dont want to share apparel that I don’t like/know to my followers. So I will say, let me try it and see. If I like the product maybe we work together, if I dont’ I’m not going to share it. But,the retailer understands before-hand.

As a rider myself, I’m normally more flexible with equestrian-brands as I want/need the products. whether that be supplements/apparel/boots. So I will negotiate maybe monthly, quarterly shipments,etc.

My advice to your friend is to set up a contract with potential influencers/riders.

I will add, probably in my experience, if a brand sent me a product without a contract, unless I was overwhelmed by the product and thought it would increase my views and/or wanted to work with the brand again, I would not post on Instagram. (Now sometimes, I will if I think I can eventually convince a brand to do paid posts or send consistent product do some “free” work at the beginning, but don’t feel that it is an obligation)

[Scribbler]

@AskMyAccountant.17

I’d love to share insight as a rider with “sponsors” and regularly creates content on social media. There is definitely some misunderstanding that can occur from both retailer and persons. I would say more riders are starting to work as I do, with contracts, etc. But, the equestrian-market is a little slower behind other (fashion/lifestyle/health brands that work with social media managers)

This can work in a few ways. I as the rider/content creator have created an audience that is valuable to the retailer. This value, I charge for either through paid posts or some* product exchange.

Sometimes a brand will reach out, say hey can I send you product. Most of them have a contract that requires an IG story, post, etc. I may choose to sign the contract if I feel the product meets the value I charge for content. If I dont and the retailer wont meet my price we don’t continue.

Sometimes, a brand will say hey can we send you product, I actually receive PR packages weekly, sometimes I’m not even aware the brand is sending product. If I LOVE the product I may share it online, but I’m by no means obliged to post.

There are instances, when I may be interested in a product. However, I dont want to share apparel that I don’t like/know to my followers. So I will say, let me try it and see. If I like the product maybe we work together, if I dont’ I’m not going to share it. But,the retailer understands before-hand.

As a rider myself, I’m normally more flexible with equestrian-brands as I want/need the products. whether that be supplements/apparel/boots. So I will negotiate maybe monthly, quarterly shipments,etc.

My advice to your friend is to set up a contract with potential influencers/riders.

I will add, probably in my experience, if a brand sent me a product without a contract, unless I was overwhelmed by the product and thought it would increase my views and/or wanted to work with the brand again, I would not post on Instagram. (Now sometimes, I will if I think I can eventually convince a brand to do paid posts or send consistent product do some “free” work at the beginning, but don’t feel that it is an obligation)

Yes, that’s very useful and important information for a business owner who doesn’t fully understand how online sponsorship works. One of the skincare YouTube channels I follow has always been very explicit about how some things he’s purchased, some are PR gifted, and some are paid sponsorship, plus he only accepts paid sponsorship from brands he really likes and thinks are effective. Part of being an “influencer” is having an audience grow to trust your opinion and expertise and you can’t risk that by promoting things you don’t fully stand behind. Of course on Youtube there is also random advertising generated by the platform targeting the demographic of the viewer that’s out of the control of the influencer, though they get revenue from it.

But most trainers don’t have a real content creating channel. They may FB or IG or YT about their horses, students, shows, training, but in the old fashioned way just really meant for a local audience or for their existing clients. There really isn’t much room to also publicize random products with this kind of internet presence.

[Impractical_Horsewoman]

True, and also YouTubers are often very slick and skilled in presenting products well, because it’s their livelihood. Trainers often have enough trouble promoting themselves, let alone showcasing products, and the business owner has no creative control over how it’s done. For example, if a trainer is riding a horse in a questionable bit while wearing your chaps, and the bit becomes the focus of the post, not only isn’t it raising the brand profile, it’s potentially and unintentionally tainting it, even if the chaps have nothing to do with how the horse is being ridden.

Some UL riders like Phillip Dutton and Boyd Martin are great at how they showcase products, but they’re seasoned professionals and probably work with the big name companies so it’s done well, in a way that the company thinks is effective.

[AskMyAccountant.17]

They also hire PR teams/people who negotiate these deals, give them deadlines for posting, and do the posting. Quite a few upper-level eventing riders now have a manager/sponsor relations person that does their PR work and communicates with their sponsors. I worked for one eventer whose manager just sent a list of what photos/videos we should take of products that was then sent back to her to post on a timeline.