One-Off Deals or Long-Term Relationships, What’s Best and Why?

Trying to figure out a long-term deal between a brand and a producer may just sound like a managerial “up-sell” to increase value for the producer, but are they actually more efficient and effective than numerous one-off deals and if so, what’s the best way to structure one?

Of course sometimes, mainly due to time and budget, only a one-off deal is possible, but when there’s more of those factors available and a genuine connection between the producer and a brand then we believe a longer arrangement is far more beneficial for brand campaigns.

Over the last few years and 500+ brand deals (ranging from big companies with small budgets, to start-up businesses with large budgets), we’ve found that continually working with the same producer on the same brand (even across different campaigns) across a period of weeks and months generates more engagement, traction and traffic than most singular image/video based product placements.

If the audience of the producer firstly accept the brand/producer relationship as an organic and natural fit, only with each published asset does that familiarity and acceptance grow, with producers eventually being able to be extremely clear and obvious that they’re working with a brand they really like and audiences having no problem with the integration of that asset.

This, along with the maintained quality of the assets for that brand, help build trust and understanding between the producer and audience to then communicate more transparently the brands message resulting in more engagement and traffic/click throughs from certain branded posts.