Most articles about influencer relationships repeat the same advice: "find the right people, communicate clearly, write a good brief." This article is different. We asked our team, experienced marketers, and Greek creators what the real secret is to building collaborations that stand the test of time.
In Greece, a collaboration isn't just a commercial transaction. It's a relationship. And relationships, to succeed, need their own approach.
1. From email to "πάμε για καφέ;" — the power of personal calls
It's easy to arrange everything via email. One message for the brief, one for approval, one for the link. Efficient, yes. Human? Not so much.
In Greece, the strongest relationships are built face-to-face. In the digital world, the closest thing to that is a video call.
A call at the beginning of a collaboration builds the foundation. It lets you see beyond written words and understand the creator's enthusiasm.
What to do
- Make a kick-off call. After agreeing on the basics, suggest a relaxed 15–20 minute call. Frame it as a "digital coffee" to get to know each other.
- Listen more, talk less. Ask the creator about their vision. How do they imagine the collaboration? What ideas do they have?
- Show the face behind the brand. Talk about the company, your mission, your passion. People connect with people, not faceless logos.
2. The brief isn't a military order, it's a canvas
One of the biggest mistakes brands make is treating the creative brief like a strict instruction manual: pages of what the creator should say, how to say it, which shooting angle to use, which exact second to show the product.
The result? Content that looks like telemarketing. Soulless, robotic, and rejected by the audience because it smells "staged" from a mile away.
How to do it right
- Give the goal, not the orders. Instead of "say our new shampoo has vitamin B5," try: "we want your audience to feel a sense of renewal."
- Offer inspiration, not rules. Give the creator the necessary information, but leave the final canvas of creation to them.
- Make the brief a two-way conversation. After sending it, ask: "does this make sense for your audience?"
You're not hiring an actor to perform a script. You're hiring an authentic creator to integrate your product into their world.
3. The fine line between friendship and professionalism
When you work closely with a creator for a long time, a friendly relationship naturally develops. You learn about their vacations, exchange holiday wishes, laugh during calls. This is wonderful. But within this friendly atmosphere, it's easy for boundaries to blur.
Your job is to deliver results for the brand. A warm, friendly relationship is the means — not an excuse for performance dropping.
How to manage it
- Have honest conversations. If performance drops, speak openly. Always start positively and focus on solutions.
- Focus on data, not the person. Discussions should be based on objective evidence, not personal critique.
- Be ready to walk away. If, despite conversations, the situation doesn't improve, have the discipline to end a collaboration that isn't working.
Setting boundaries doesn't mean you're cold. It means you respect the creator, your brand, and yourself.
4. A "thank you" is worth a thousand likes
Amid deadlines and metrics, it's easy to forget the simplest and most powerful tool for building relationships: sincere appreciation. Brand ↔ influencer communication often gets limited to the absolutely necessary — brief, feedback, payment. This transactional approach is a mistake, especially in Greece.
A creator who feels appreciated isn't just a service provider. They become an ambassador for your brand.
How to show appreciation
- Be specific in your praise. Instead of generic "great job!", send a message that proves you actually watched the content.
- Send a quick voice message. A short voice note on Instagram or WhatsApp is much more personal than email.
- Remember important moments. For long-term partners, send a card or small gift on their birthday or name day.
- Reward outstanding performance. If a campaign exceeded expectations because of one creator, reward them with an unexpected bonus.
5. Think long-term: become their best partner
The most successful campaigns rarely come from one-off collaborations. They come from long-term relationships where the brand and creator grow together. To get there, shift mindset: from "what can this influencer do for me now?" to "how can we achieve more together?"
How to become the ideal partner
- Discuss performance as a team. When a campaign doesn't go well, don't just deliver bad news. Find the solution together.
- Make their life easier. Pay on time, always. Organize information in a central document.
- Ask for feedback on your processes. At the end of a campaign, ask: "is there anything we could do to make this easier for you next time?"
- Invest in their success. When you actively invest in creators' success, you build something stronger than a commercial agreement — loyalty.
Conclusion: the recipe isn't secret
Building strong relationships with Greek influencers doesn't require complex strategies or huge budgets. It requires something simpler and more substantial: humanity.
Start with a personal call to break the ice. Give a creative canvas, not a strict contract. Set clear boundaries with professionalism. Say a sincere "thank you" for good work. And above all, become the partner you would want to have yourself.