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How do you balance your influencer content between sponsored and organic posts?

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As an influencer, you know that creating engaging and authentic content is essential for building your personal brand and growing your audience. But how do you balance your influencer content between sponsored and organic posts? How do you maintain your credibility and trust with your followers while also monetizing your influence and collaborating with brands? In this article, we will share some tips and best practices for finding the right mix of sponsored and organic content for your influencer marketing strategy.

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1 Know your niche and audience

The first step to balancing your influencer content is to know your niche and audience. What are you passionate about? What are your values and goals? What are the problems and needs of your followers? How do they relate to your content and style? By understanding your niche and audience, you can create content that resonates with them and aligns with your brand identity. You can also choose sponsored opportunities that are relevant and valuable for your audience, and avoid those that are not.

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2 Plan your content calendar

The second step to balancing your influencer content is to plan your content calendar. A content calendar is a tool that helps you organize, schedule, and manage your content across different platforms and channels. It helps you create a consistent and coherent content strategy that supports your goals and vision. A content calendar also helps you balance your sponsored and organic content by ensuring that you have enough variety, frequency, and quality in your posts. You can use a content calendar to plan your content themes, topics, formats, keywords, hashtags, captions, and calls to action.

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Ashley D.

Vice President of Client Services at Pubvendo
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Highly important to plan your calendar: How many days a week for sponsored ads? To the sponsored ads help or hinder your audience? Devote time to authentic, and meaningful scheduled posts. Don't put something out there to just put something out there.

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3 Disclose your sponsored content

The third step to balancing your influencer content is to disclose your sponsored content. Disclosure is not only a legal requirement, but also an ethical and professional practice that builds trust and transparency with your audience and partners. Disclosure means that you clearly and prominently inform your followers when you are paid or compensated in any way for promoting a product, service, or brand. You can disclose your sponsored content by using hashtags such as #ad, #sponsored, #partner, or #collab, or by mentioning the brand name or tag in your caption or voice-over.

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Beth Cook

PR, Social and Influencer Director???? Senior leader, creativity fosterer, big kid.
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Long-term partnerships with genuine brand loyalists can be hard to manage when it comes to balancing paid and organic. Under ASA rules, all posts in exchange of an incentive (including free products) must be labelled with #ad, and so all “organic” posts falling under this category would all need labelling too. If it’s a previous gift, and the post isn’t required, some post “previously gifted #ad” to make it super clear. It’s worth having a chat around legislation with your new partner at discussion stage.

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Lindsey Gamble

Creator Economy Expert | Influencer Marketing Consultant | Strategic Advisor | LinkedIn Top Voice | Previously: Influencer Marketing Strategy & Innovation at Later/Mavrck
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As a creator, it's important, to be honest with your followers when you post content for a brand versus when you post your own content. Most people understand that creators need to make money, so they generally accept sponsored content. However, some creators worry that being transparent about brand sponsorships could hurt performance or follower growth. Despite this concern, it's crucial to follow disclosure guidelines to maintain trust with your audience and avoid potential consequences. Regulatory bodies are becoming stricter about ensuring creators disclose sponsored content properly. By being transparent, you show your audience that you value their trust and avoid legal consequences.

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4 Add value and authenticity to your sponsored content

The fourth step to balancing your influencer content is to add value and authenticity to your sponsored content. Value means that you provide useful information, tips, insights, or solutions to your audience that relate to the sponsored product, service, or brand. Authenticity means that you share your honest opinions, experiences, or stories that reflect your personality and voice. You can add value and authenticity to your sponsored content by showing how the product, service, or brand fits into your lifestyle, solves a problem, or enhances a benefit. You can also use storytelling, humor, emotion, or creativity to make your sponsored content more engaging and relatable.

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5 Engage with your audience and partners

The fifth step to balancing your influencer content is to engage with your audience and partners. Engagement means that you interact with your followers and brands by responding to comments, questions, feedback, or reviews. Engagement also means that you invite your audience to participate in your content by asking for their opinions, suggestions, or experiences. Engagement helps you build relationships, loyalty, and community with your audience and partners. It also helps you measure the performance, impact, and effectiveness of your sponsored and organic content.

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Lindsey Gamble

Creator Economy Expert | Influencer Marketing Consultant | Strategic Advisor | LinkedIn Top Voice | Previously: Influencer Marketing Strategy & Innovation at Later/Mavrck
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One easy way for creators to engage with their audiences around sponsored content is to ask them what type of brands, products, or services they would be most interested in hearing about. By identifying what audiences may resonate with in advance, creators can take this into consideration when evaluating potential brand partnerships. By doing this upfront work, they can optimize for sponsored content that will not only help them monetize but also provide value for their followers, whether it be introducing them to new products or getting them a discount as part of working with the brand.

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6 Experiment and optimize your influencer content

The sixth step to balancing your influencer content is to experiment and optimize your influencer content. Experiment means that you try new ideas, formats, platforms, or trends for your sponsored and organic content. Experiment also means that you test different elements of your content, such as headlines, images, videos, or captions. Experiment helps you discover what works best for your audience, niche, and goals. Optimize means that you analyze the data, feedback, and results of your experiments and make adjustments to improve your content quality, reach, and conversions.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Lia Haberman

Creator Economy Expert | Advisor | Educator
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Typically, I advise creators to aim for an approximate ratio of one sponsored post for every three to four organic posts. Think of it like a magazine. If someone flipped through the pages of a magazine and everything was advertising, it would have very little to no value for the reader. But people don't mind ads if there's a blend of advertising and valuable editorial content. Creators should think of their Feeds in a similar way: a carefully balanced mix of editorial and advertising content.

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How do you balance your influencer content between sponsored and organic posts?

1

2

3

4

5

6

7

1 Know your niche and audience

2 Plan your content calendar

3 Disclose your sponsored content

4 Add value and authenticity to your sponsored content

5 Engage with your audience and partners

6 Experiment and optimize your influencer content

7 Here’s what else to consider

Influencer Marketing

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How do you balance your influencer content between sponsored and organic posts?

1

2

3

4

5

6

7

1 Know your niche and audience

2 Plan your content calendar

3 Disclose your sponsored content

4 Add value and authenticity to your sponsored content

5 Engage with your audience and partners

6 Experiment and optimize your influencer content

7 Here’s what else to consider

Influencer Marketing

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