When working with influencers, brands have to let go and allow influencers control of the narrative to preserve the authenticity of what is being communicated.
Influencer marketing dominates marketing conversations around the globe. Brands of all sizes have found success engaging social media influencers to create content that supports their experiences with the brand’s product or service. For successful brands, letting go of the historically tight grip on the brand message and releasing content control can be a challenge. However, influencer marketing works best when content creators are empowered to share their experiences in their authentic voice.
Marketing by marketers should always be different than influencer-generated content. Brands and influencers each have a unique voice that resonates differently with their target audiences. Influencer marketing audiences generally have more value than traditional marketing as users have opted-in to follow specific influencers.
Audiences hold influencers in high regard and return time and time again for new experiences. Followers expect content to be delivered in a specific way. For example, influencers each have a unique tone of voice, imagery and style. Audiences are quick to recognize when content is in the brand’s voice, not the influencers. Social media influencers have often invested years into curating their audience. This audience is primarily what brands are paying to access.
When marketing teams develop influencer campaigns, they can fall victim to controlling the message (brand control), simply because it’s the same way they manage traditional media campaigns. By providing a set of guardrails for influencers, brands empower influencers the freedom to be themselves. Releasing brand control, brand guardrails that are most helpful to guide content creation include:
- Brand guidelines
- Content guidelines
- Important Do’s and Don’ts
- Key messaging
- Key words
- Mood boards
“When working with influencers, brands have to let go and allow influencers control of the narrative to preserve the authenticity of what is being communicated,” explained Priyanka Dayal, independent content and influencer marketing strategist.
Influencers know their audience best and have become successful by knowing what type of content will drive results. This is not to say that influencer content shouldn’t be reviewed before going live. When brands review posts before influencers push them live, they can ensure the content aligns with brand values.
The Managed Services team at Find Your Influence has more than five decades of marketing experience and has established a set of best practices for how much brand control is too much. When influencers are empowered to share their authentic experiences, the brand, the influencer and the audience all win. Connect with FYI today and engaged the Managed Services team to help your brand loosen its grip on influencer-driven content.