Your brand values clash with an influencer's content. How do you navigate this digital strategy dilemma?

Who is bigger the brand or the influencer. I would say "None". Everyone have its own space. The important factor is the frequency. If its one of incident which has happened then we can be little bit lenient about it. But the frequency is more and if its tilting towards engagement farming then that is the point where we need to protect our brand with correct measures.

This situation is extremely case by case. It really depends on how detrimental the influencer is to your business. Predominantly a B2C situation. Best practice is to be mindful of the influencer but a company should not feel obliged to deviate values based on an outside influence. Again depends on what sort relationship the influencer has or does not have with the wider business. Where possible genuine dialogue offline is advisable as a starting point. If not a serious issue, humour can often be the best way to balance the differences

Here’s what my experience suggests: 1. Check twice if it is a real clash of values. Real values change slowly — if your selection process is diligent, it is possible that it is a misunderstanding; 2. Stop negative impact. Remove ads, stop the campaign, take down publications. Make sure an unfortunate thing becomes past as soon as possible; 3. Discuss with the influencer. If there’s any chance for future collaboration, the clash needs to be explained thoroughly to avoid such things in the future; 4. If there were any publicity on the clash, communicate clearly about the sad event being taken care of; 5. If there’s anything which can help improve your influencer selection criteria, make sure you implement the changes.

Influencers are entitled to their opinion, but your brand values should be focused around what your customers expect from you and what you are trying to achieve. If the ‘influencer’ works for you then enforce their contract not to say things that are critical, contradictory or negative about the company. If the ‘influencer’ is external to your business then they have the right to say what they want. If they say something that is critical but true, then adjust your values. If it is critical but untrue then be prepared to share your perspective, but continue with what reflects your customers values, experience and expectations.

To prevent value clashes, set clear expectations from the start. When partnering with influencers, create a comprehensive brief that outlines your brand values, content guidelines, and any non-negotiable points. For example, when collaborating with an eco-conscious brand, clearly state the importance of promoting sustainable practices and avoiding single-use plastics in content. By establishing these guidelines upfront, you minimize misunderstandings and ensure both parties are aligned, creating a smoother partnership and a cohesive digital strategy.