What do you do if an influencer's content needs improvement without offending them?

Before I contract a Creator I ask to jump on a quick call to align on brand values, partnership objectives, KPI's and creative direction. I like to go over the creative brief on the call, highlight anything that is super important and answer any Q's they might have. If it's a video, I ask for a couple high level concepts. Strategy wise it's important that you're sourcing and casting creators who have shown that they can create the type AND level of content you need. And in all your comms remember that Creators are REAL people so be nice and pad your timeline to avoid stress! If there is feedback, make sure it's condensed into one message and super clear as to why you're requesting a revision. Again, offer to jump on a call if needed.

So, if you're in a situation where you think an influencer's content could use a little boost, don't stress! It happens to the best of us, and there's always room for improvement, right? The key here is to approach the situation with a friendly and positive vibe. Instead of pointing out flaws, try offering some constructive feedback that focuses on areas where they could grow and shine even brighter. Maybe suggest some creative ideas or techniques they could try out to take their content to the next level. With your friendly support and encouragement, they'll be rocking their content in no time, and you'll both be celebrating those awesome improvements together!

You can always tell their manager who will in turn deliver the news. Always easier to be honest with us and then we can figure out the best way to deliver the news to the talent. Part of what we're here for.

Briefing calls, and clear briefing sheets, are vital. I will always pick out key pieces of content the creator has themselves created, to show the theme or type of content I'm looking for.

An anticipated part of influencer campaign work is revision and approval, often called draft review. This may be done for several reasons, including legal & false claims review, brand fit/voice, quality, or simply does the content meet the brief/marketers expectations. Set the expectation upfront that this is part of the campaign process and ensure when providing feedback its clear, actionable and is inline with the aligned concept. If you follow the above there is no reason to be concerned about offending someone as this is was mutually agreed upon part of your partnership.

When giving feedback to influencers, start positive, highlighting their strengths. Then, suggest improvements as growth opportunities, not criticism. Say something like, "Your storytelling is great; maybe adjusting the lighting could enhance it further?" Frame suggestions as collaborative goals, "To achieve X, how about we try Y?" This approach fosters a team effort vibe, ensuring the influencer feels valued and open to suggestions. Open and tactful communication is key to a positive relationship

Hey! When offering feedback to an influencer's content that could use a little polish, it's all about keeping it constructive and supportive. Start by highlighting what you enjoyed about their content to show that you value their work. Then, gently suggest areas where they could improve, framing it as suggestions rather than criticisms. For example, you might say something like, "I really love your energy in your videos, but I noticed that the audio quality was a bit fuzzy. Have you considered investing in a better microphone? It could really take your content to the next level!" It's all about offering helpful tips rather than tearing down their efforts. This way you also end up fostering a long term relationship with the influencer.

Acknowledging the positive aspects of their content when starting is a fantastic approach. It's always best to take medicine with a bit of sugar. Then provide them with specific examples. Ask them why?

Something I have spent a lot of time educating marketers about is how to provide feedback. It often seems to be a battle between ? not wanting to offend people by providing feedback on their work ? being subjective and offending people When providing feedback try to consider the following: ? is what I am asking for to ensure legal compliance of the brand ? is what I am asking for to ensure ftc compliance for the brand ? is what I am asking for going to better align content with the creative brief/concept/script ? do I need to offer any additional time or compensation to ensure my parter has what they need to deliver what I am asking Then when you provide feedback be kind, clear and be willing to discuss if there are questions.

Get on a call if it’s more the simple revisions. It’s easy for a creator to feel like they aren’t being valued if you send over 10 bullet points on what needs to be changed while also not mentioning anything that IS working. To avoid reshoots align on the vision before the creator starts and share reference examples from their previous content that you love. Remember you are dealing with a human being not a machine.

It's vital to follow up a call to discuss revisions with clear instructions in writing, inviting any questions, or at least acknowledgement of receipt, to ensure everyone is on the same page.

Do always take into account the creator knows their audience best. If they push back on certain feedback because it feels inauthentic to them make sure to listen to them and have an open conversation about how to move forward. You may know your brand best, but they know THEIR brand best.

Brands using agencies with creative and social departments can get the best out of creators, as they can co-work to align against key trends, platform nuance, and algorithms.