The Pros and Cons of Working With MCNs
This is the second of a 4-part series, in which we break down the pros and cons of different ways to work with influencers, so you can make the most-informed decision for your brand’s next influencer marketing campaign.
A note about this series: There’s a lot of ways to work with influencers these days, and different methods will make sense to different companies at different times. The best method for you will depend on the number of resources you have, your budget and the goals of your marketing efforts (check out this piece to see which campaign types advance different marketing goals).
You could work with MCNs, influencer marketing platforms, talent managers or influencers directly; all will offer slightly different avenues for accessing and creating content with influencers. Without further ado, let’s dive into part 2 of this series (see part 1).
What are MCNs and How do They Work?
MCNs, or Multi-channel networks, represent talent (influencers) and connect them with opportunities from brands and advertisers. MCNs provide brand partners a roster of top-tier talent to work with, detailed reports and strategic development for campaigns. For creators, MCNs offer services that range from audience development, production studios to digital rights management for creators and also connect them to brand opportunities.
You might recognize a few of them; Maker Studios (bought by Disney) Fullscreen. AwesomenessTV (acquired by Dreamworks Animation), BroadbandTV, and DanceOn.
Let’s examine the pros and cons of working with an MCN below.
Pros to working with MCNs
- Access to Top Talent – MCNs enable you to work with a portfolio of top-tier influencers, which can be difficult to get in touch with on your own.
- Strategic Development – MCNs have teams equipped to guide you on strategic development, ensuring your campaign is executed in the best way for your goals.
- Production Facilities – That allow their creators to create high-quality content.
Cons to working with MCNs
- Can be expensive – Access to marquee names and production facilities all contribute to price increases.
- Limited talent pool – Because they are sourcing from a limited talent pool or network, you might not be getting the best influencer for your brand.
- Sometimes less transparency – It’s not always clear which views were organic and which views were paid due to bundled pricing.
Learn about the pros and cons of working with talent managers next!
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