Your influencer goes off-brand on social media. How do you regain control of your collaboration?

There are some steps you need to follow to regain control of a collaboration when an influencer goes off-brand on social media—— Assessing the deviation's nature and severity. Monitoring audience reactions and evaluating the influencer's reach and engagement levels. Then analysing any media coverage and reviewing brand metrics such as sales and sentiment. With a clear understanding of the impact, you can develop a strategic approach to address the issue directly with the influencer. PS: Consider issuing clarifications or corrections where necessary, and reinforce brand guidelines to realign future content.

When an influencer goes off-brand on social media, it's important to take a strategic approach to regain control. Here are the steps to manage the situation: 1. Review the off-brand content to understand its impact. 2. Discuss the issue with the influencer and provide specific examples of how their content diverged from your brand guidelines. 3. Remind the influencer of the brand guidelines & the importance of adhering to them. 4. Work with the influencer to create a plan for corrective action. 5. Increase monitoring of the influencer’s content to ensure it aligns with your brand. By addressing the issue promptly, open communication, & reinforcing your brand’s values, you can regain control of the collab & protect your brand’s integrity.

Regaining control of a collaboration when an influencer goes off-brand on social media involves these steps: Assess the Situation: Evaluate the extent and impact of the off-brand content to understand the seriousness of the issue. Communicate Privately: Reach out to the influencer privately to discuss the discrepancy between the agreed-upon brand guidelines and the content shared. Provide Clear Feedback: Clearly communicate the brand's expectations and the reasons why the current content is not aligned with those expectations. Discuss Solutions: Collaborate with the influencer to find solutions that align with both their creative freedom and the brand's image and values.

If an influencer goes off-brand on social media, assessing the impact involves: 1. Tracking changes in sentiment through social listening tools to gauge audience reactions and identify any spikes in negative feedback. 2. Review engagement rates, such as likes, comments, shares, and overall reach, to see if audience interaction declines or shifts. 3. Observing any changes in follower count, noting any significant drops or trends in unfollows that correlate with the off-brand content. 4. Examining mentions and direct comments about the brand, focusing on any increases in negative or critical mentions.

Start by carefully evaluating the influencer's off-brand content and behavior. Consider the extent of the damage caused, the potential impact on your brand, and whether it was a one-time incident or a recurring issue. Refer to the collaboration agreement or contract you have with the influencer. Look for any clauses or provisions that outline expectations, brand guidelines, and behavior standards. Determine if the influencer's actions have violated any terms of the agreement.

Involving the influencer in these situations is very effective. Start by asking questions like, 'We really want to reach this result. Can you explain your opinion about our goal?' At the end, ask, 'How do you think we can get help from you to reach this goal?' Both you and the influencer express your ideas, and in the end, you will reach the same result, achieving your goal together.

This can be upsetting, but you should remain professional. Here's a possible guideline: - Talk: Send a professional, concise message - Invite them for a chat, online or over text - Brand: Go over the brand values, purpose, and intention. Discuss the content, how it aligns with your brand, and how it doesn't. This is crucial to point out that they're on the right track, but need to align more within your brand without upsetting them. - Define Expectations: Send them a guide, or offer examples of content that meets expectations. - Recommend steps on how the off-brand content can be modified to meet brand expectations. This way, you maintain professionalism while ensuring your brand expectations are met.

To address an influencer who has gone off-brand, follow these steps: 1. Contact the influencer quickly to address the situation. 2. Use direct messages, email, or phone calls to discuss the issue privately. 3. Clearly and respectfully express your concerns about the off-brand content. 4. Ask for the influencer’s perspective and listen to their reasons for the off-brand content. 5. Explain how the content conflicts with the brand’s values and guidelines. 6. Work together to modify or remove the content and plan future aligned content. 7. Reaffirm your commitment to the partnership and align on future expectations. This approach helps maintain a positive relationship and ensures brand consistency.

Here are actionable steps for realigning goals with an influencer who has gone off-brand on social media: 1. Arrange a private meeting to address the issue directly. 2. Clarify brand values and guidelines to ensure clarity. 3. Acknowledge the influencer's creativity while discussing the importance of brand alignment. 4. Discuss specific instances and explain the impact on brand perception. 5. Clearly outline expectations for future content regarding tone, style, and messaging. 6. Work together to develop aligned content ideas. 7. Provide resources and schedule regular check-ins to monitor progress and adjust strategies as needed. 8. Reinforce the partnership's value and mutual commitment to achieving shared goals.

Revise Guidelines: Provide clear examples of on-brand vs. off-brand content. Honest Paws did this effectively with detailed instructions for their influencers. Set Boundaries: Define what’s acceptable. Pepsi's #SayItWithPepsi campaign used specific hashtags and themes to guide influencers. Offer Training: Regularly update guidelines and train influencers, as Hers did to keep content aligned with new product lines. Monitor and Feedback: Continuously monitor posts and provide feedback, just like LaCroix did to maintain consistent messaging.

Set up expectations from the start for content review. Emphasize that staying on-brand is crucial for success and include a review step before posting to address any misalignments. Additionally, focus on creating a positive relationship from the beginning to gain their trust, leading to better cooperation.

ALWAYS MAKE SURE TO HAVE A BACKUP Always have a list of alternative influencers who align with your brand values. For instance, Pepsi’s #SayItWithPepsi campaign involved a second wave of influencers to amplify the most successful content from the first round, ensuring consistent messaging and broad reach. Example Sony PlayStation: When Sony ran their PlayStation VR campaign in Canada, they carefully selected a diverse group of influencers. This ensured that if any influencer went off-brand, they had others who could still deliver the campaign’s core message effectively.