How do you protect your brand reputation and values when working with influencers?

Parameters for selecting the right partnership depend on if you are looking for a content creator or an influencer. Content creators are usually creatively focused and are in the business of selling their content. So their copy, tone and style of content should compliment your brand to help increase awareness and add strategic value. A pure content based partnership should be treated as such. Influencers are engagement focused and in the business of selling their opinions. In this case audience metrics are much more important as you are likely using them to help you grow your audience. This is the arena you want to be careful selecting as their persona is their brand.

Protecting your brands reputation is of the utmost importance at all times. When considering partners, you've got to deep dive into their social platforms, do google searches, etc. You have some brands that refuse to work with people who curse or speak about religion, but for those who are more open just take into consideration how closely aligned with what they post are you. I like to tell my team to look at it through this lens; if we were to hire someone and they created content for two weeks would we feel comfortable posting every single thing on our account in the exact way that they did? There are many ways to answer this but if the answer is no because they post questionable content then they likely aren't for you.

To build and maintain a strong relationship with content creators who can significantly drive your growth: 1) You need to believe in their content and audience, just as they need to believe that your product is valuable to their audience. The best ad integrations are those where viewers don't even realize they are being sold something because the creator loves the product. 2) Respecting their channel is crucial, as it's the creator's livelihood. I've witnessed relationships sour in the past due to brands attempting to enforce contracts granting the right to remove a video from the creator's channel for any reason. This could lead to losing a valuable partnership. 3) Transparency is essential, and most importantly, ensure timely payments.

To protect your brand reputation and values when working with influencers, I advise to follow these key strategies: - Choose influencers whose values align with your brand. - Thoroughly vet influencers' content and online presence. - Set clear guidelines and contracts to establish expectations. - Maintain regular communication and build a strong relationship. - Implement a content approval process to ensure brand consistency. - Monitor influencer-generated content and address issues promptly. - Encourage transparent disclosure of partnerships. - Have a crisis management plan in place for negative situations. By following these strategies, you can safeguard your brand reputation and maintain a positive brand image.