Influencer Campaigns: What Not To Do

The most successful influencer campaigns are the ones that are truly authentic – the ones that allow influencers the freedom to deliver a brand message from their own point of view and in their own words. Unfortunately, many brands have a difficult time relinquishing this kind of control to content creators.

Brand marketers are accustomed to carefully scripting every marketing initiative, but when it comes to influencer marketing, over-scripting can kill the success of a post before it is even published.

Social audiences see streams of content flooding their feeds every day, and this much exposure has made them expert at instantly filtering which posts are worthy of their views and engagements and which aren’t. Sponsored posts that include images and captions completely foreign to an influencer’s voice and aesthetic scream inauthentic. When audiences see this, they don’t take the message seriously. If a post comes across as completely unnatural, then the audience has a tough time believing that the influencer actually likes or uses the product or brand; unnatural posts don’t not give a vote of confidence, and subsequently fail to compel audiences to want to try the product for themselves.

Furthermore, if a brand sends over a completely scripted caption, they run the risk of the influencer posting every aspect of the instructions — including the directions not intended for public views. Case in point: Bootea’s latest collaboration with Scott Disick. The detox tea company sent Disick the exact words they requested he use in his sponsored post, and because the campaign did not allow him to send a message in his own voice or put to use any of his own creativity, he simply copied and pasted the company’s instructions in his Instagram caption for all of his followers to see.

Seeing the step-by-step instructions beneath Disick’s photo of the product immediately stripped the post of any credibility. While this blunder was definitely not intended by the brand, there is one lesson we can all take away from this failed post: when it comes to influencer marketing, be real. Allow your influencers to be themselves and showcase your product in a way that is natural to their lifestyles.



Image source: Mashable

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