In a market occupied with brands using influencer marketing, the question of creative freedom pops up. Influencer marketing has evolved into an effective strategy, providing brands with a great ROI at a comparatively lower cost than traditional marketing efforts. According to a report, marketers earn an average of $5.78 in revenue for each $1 invested in influencer marketing, with some brands earning as much as $18 per dollar invested.
Given these impressive returns, it’s essential for brands to strike the right balance between guiding influencers and allowing them creative freedom. Influencers know their audience best and can create content that relates more authentically. Therefore, brands should provide clear guidelines and key messaging points while allowing influencers the flexibility to present the content in their unique style. This approach ensures that the content feels genuine and engages the audience effectively, driving better results.
Because influencer marketing has proven favorable for many marketers, the question now focuses on how to execute influencer campaigns effectively. In the quest for content, some brands are taking away influencers’ creative freedom. Today’s consumers can easily discern between authentic branded content and content that feels overly promotional or scripted. They don’t hesitate to criticize brand endorsements or sponsorships that don’t align with their preferences. To avoid negative criticism, marketers should allow participating influencers to create content according to their own creativity. After all, who knows their audience better than the influencers who have built it through dedicated efforts?
In this article, we will discuss how brands can maintain a balance between providing content guidelines and allowing influencers the freedom to create content.
How Much Content Freedom Should Brands Allow Their Influencers?
When it comes to influencer marketing and creative freedom, there’s no one-size-fits-all answer. For established brands with a strong identity, stricter control might be necessary to maintain brand consistency. New brands, on the other hand, might benefit from the fresh perspective and creative freedom offered by influencers. Whether you are an established brand or a new one, adapting your approach based on the situation is crucial for success.
Drafting one content brief and sharing it with dozens of creators is not effective. Instead, creating personalized content briefs after analyzing each influencer’s profile is a better approach. With so many brands using influencers, generic, scripted content gets lost on social media platforms. Creative freedom allows influencers to create raw and engaging content that stands out, gaining traction and making your brand memorable.
1. Share clear and concise guidelines
Although brands should provide creative freedom to their influencers, they should not miss any mark in communicating their own brand mission, value or any necessary content creation guideline. Mention your campaign goals (brand awareness, sales), target audience, and key messaging points. Be clear about what you want the influencer to achieve, but leave room for them to express their creativity in how they do it.
2. During the Campaign
Work closely with the influencer during the content creation process. Both the brand and the influencer benefit from mutual discussions, idea exchanges, and suggestions, while respecting each other’s creative vision. Share all relevant product information and brand assets with the influencer. Excellent customer support goes a long way in building long-term, profitable relationships. In return, influencers can create high-quality content that accurately reflects your product.
When it comes to influencer marketing, brands should accept trendy content suggestions from influencers. Tying your brand message to a trending topic in a clever or relevant way can initiate conversations and increase engagement. Participating in trends shows that your brand is aware of current events and pop culture, making you appear more relatable and approachable to your target audience.
3. Content Approval Process
The goal of the content approval process is to maintain transparency and ensure the influencer’s content aligns well with the brand’s guidelines. Remember, the idea is not to micromanage the creative execution of the influencers. Be open to the influencer’s creative approach, but be firm on any aspects that violate your brand guidelines or could potentially damage your brand image.
Wrapping Up
As consumers love raw and trustworthy recommendations, marketers should step into influencers’ shoes and give them the autonomy to create engaging content while maintaining a balance with creative briefs and guidelines. Influencers who achieve good engagement insights on their content tend to do so through transparency and fruitful discussions with the brand.
Also, contact Marqeting to know how they can help scale your brand through influencer marketing campaigns that convert.