Influencer Content Not Matching Your Brand or Brief? Here's the Fix

Picture this: You've joined forces with an influencer, eagerly anticipating their content that's meant to perfectly resonate with your brand's identity. Then, it arrives, and it's completely off the mark. Panic sets in, doesn't it? But fear not, because there's a strategy for exactly this situation.

First things first, always audit influencer content before it goes live. Just as a brand would never let content from its creative team see the light of day without review, influencer marketing should follow suit.

Contracts, regulations, and standard practices hold everyone accountable. While influencers must deliver as expected, it's ultimately on the marketer to ensure the brand is accurately represented.

Here’s a pro tip: avoid unnecessary conflicts by steering clear of unreasonable change requests. Stick to the agreed-upon criteria from the brief to maintain harmony and avoid disrupting the campaign.

At R-Squared Agency, we’ve fine-tuned a foolproof process:

1. Unified Briefing: We start by briefing all influencers in the same way, establishing the campaign’s context, expectations, and clear dos and don’ts.
2. Individual Engagement: Then, we personally connect with influencers to grasp their creative vision. At this stage, we explore how they can deliver content that is authentic to their unique style while meeting the brief, expectations, and guidelines. This equilibrium ensures the content genuinely resonates with their audience while satisfying the brand's needs.
3. Script Creation: Influencers then produce a detailed script covering setup, location, lighting, music, narrative, and text.
4. Internal Review and Client Validation: These scripts are reviewed internally and then validated by the client before production begins.

This meticulous scripting phase acts as a visual aid, minimising the chances of off-brief content to virtually zero. The outcome? Content that hits the bullseye, with only minor tweaks like adjusting the tone of voice, background items, lighting, or sound quality needed.

By following these steps, we ensure that the content not only meets the brief but resonates with authenticity and creativity.

As an influencer marketing advisory firm, we specialise in providing strategic and operational guidance to help brands and agencies across the globe enhance their influencer marketing efforts. Whether you need assistance in strengthening your internal influencer marketing team or collaborating with an external agency, we are here to streamline your workflows, enhance your strategy, and mitigate risks effectively.

Have you faced issues with off-brief or off-brand influencer content? We'd love to hear your views and experiences! Please share your thoughts in the comments section.

Contact us at [email protected] to explore how we can address your unique needs and goals.