“No brief, we trust her work.”
Yes – that was a real message we received from one of our amazing brand partners.
Let’s talk about why trusting your influencer partner is not only important – it’s essential.
Influencers Know Their Audience Better Than Anyone
Influencers aren’t just content creators – they build relationships with their audiences. They’ve spent years building trust and connection with their followers. Unlike traditional marketing strategies, influencers speak directly to their communities who know them and have grown to trust them.
This trust is the foundation of what makes influencer marketing so effective/powerful. It’s not just about reach, it’s about resonating with an audience. Audiences can spot a scripted ad from a mile away – and they’ll scroll right past it.
Creative Freedom Creates Room For Authenticity
When influencers are given the freedom to create content in their own personal voice and style, they have the freedom to create work that feels real and genuine to their audience. That authenticity is what drives engagement and results.
Giving creators space/creative freedom doesn’t mean the brand loses control. It means the brands can recognize that a cookie cutter approach just doesn’t cut it anymore (no pun intended). Influencers are constantly testing and learning what content works best with their followers, and they are the experts of what will and will not land with their audiences on different platforms. They are the ones who see the results and engagement for every single thing they test and post.
The Problem With Over-Scripting
A scripted ad might’ve performed in previous years, but the times have changed. Traditional marketing techniques are no longer as effective as they used to be, as audiences now value authenticity and honesty above all else. Audiences tune in because they feel like they know their favourite influencer, and they will always know what is a genuine and organic recommendation and what is a scripted ad. When content feels overly scriped it risks breaking that trust that has been built and affecting how effective a campaign is.
In contrast, when content creators are given the space and trust to create work that they feel will best resonate with their individual audiences, the results speak for themselves. In a world where we are bombarded with ads left, right and centre – people crave authenticity and to feel like the stuff they are being recommended comes from a genuine place.
Finding the Balance
This, however, doesn’t mean that you have to give your talent free reigns on what content they can make for your campaign for it to perform. A clear brief and key messaging points are still important. However, the best influencer partnerships are built on working together and building a mutual trust.
Overall, trust pays off. In this current social media climate, working with your Influencer partner and listening to their insights goes a long way in creating a successful partnership.