Influencer marketing is effective because of the influencer’s ability to communicate your brand message to their audience. But that effective messaging requires education. There are two things that brand marketers must do to empower creators to produce the best content possible.
- Step one is establishing content guidelines for the influencer. This means providing brand education so they know how to talk about your brand properly and dictating clear, reasonable content expectations with creative guidance.
- Step two is letting go of the reigns and giving them creative liberty. These individuals have built their audiences by posting in their particular styles. They know what content will resonate with their audiences and how to best interact with them. If you have done your job well when setting up a brand match, then you should trust their ability to interpret your brand’s message.