For years, advertisers stuck to the idea of brand safety as a controllable element in their campaigns. Brands meticulously reviewed influencer profiles, scrutinized content, and implemented safeguards to protect themselves from controversy.
However, recent shifts in platform policies, such as Meta's rollback of content moderation rules, have shattered the illusion of control. The line between "brand-safe" content and chaos is blurring, and it's becoming painfully clear that true control was always a myth.
Platforms dictate the rules, change them on a whim, and expect everyone to adapt. In the digital advertising landscape, risk isn't something we can eliminate; it's something we learn to navigate. And in this new reality, a new priority must take center stage: authenticity.
While brand safety remains a consideration, it can no longer be the primary driver of influencer selection. Over-prioritizing safety can lead to bland, uninspired campaigns that fail to resonate with audiences.
In today's climate, consumers crave genuine connection. They're savvy to inauthentic endorsements and are quick to call out brands that appear out of touch. Therefore, the focus must shift from simply avoiding risk to actively cultivating authenticity. This means partnering with influencers whose values align with your brand, even if their content occasionally pushes boundaries.
It means embracing the messy, imperfect reality of human connection and allowing influencers to express themselves authentically, even if it means stepping outside your brand's comfort zone.
Audiences are more opinionated than ever, and the social media landscape has shifted to the extremes not only politically but also regarding openness and vocality about issues and topics.
Brands that want to remain relevant and thrive in these ever-changing times need to take a strong stance—and that doesn’t mean politically. You can take a stance for your product, community, service, or based on your brand's expertise. Creating authentic content and building a consistent communication and story around your brand is key to reaching your audience and building a community, and ultimately, a fandom.
Sadly, no influencer can do this for you. It's an introspective approach. You have to examine your products, brand, and even your existing customer base (or, as we prefer, fanbase) and consider what makes your brand unique. What drove people to buy your product or use your service? Double down on that. Position yourself against your competitors, not by dragging them down, but by focusing on your qualities and emphasizing them with strong campaigns that drive your story forward and give your audience something to grow with.
This is where influencers come into play and can help you spread your message and story.
Finding the right influencer is about more than just matching demographics and follower counts. It's about finding someone who genuinely connects with your target audience and whose personal brand resonates with your brand values.
Ask yourself:
Does this influencer genuinely use and appreciate my product/service? Authenticity shines through when an influencer's endorsement feels natural and believable.
Does their content align with my brand's mission and values? A superficial partnership will be obvious to audiences. Look for influencers whose content reflects your brand's core principles.
Do they have a strong and engaged community? A smaller, highly engaged audience can be more valuable than a massive following with low interaction rates.
Does their audience trust their recommendations? An influencer's credibility is paramount. Look for influencers who have built a reputation for honesty and transparency.
Moving beyond a purely brand-centric approach requires embracing the nuances of influencer marketing. It means understanding that:
Authenticity is key: Don't try to force influencers into a pre-defined mold. Allow them to create content that feels natural and authentic to their style.
Risk is inherent: There's always a degree of risk involved in marketing. Think about some of the most well-regarded campaigns that started with controversial ideas. (Consider, for example, "Kranch.") Embrace these risks, manage them, and focus on the potential rewards.
Transparency matters: Be transparent about sponsored content. Consumers appreciate honesty and are more likely to trust influencers who disclose their partnerships.
Long-term relationships are valuable: Cultivating long-term relationships with influencers can lead to more authentic and impactful campaigns.
The influencer marketing landscape is constantly evolving. With the decline of platform control and the rise of authenticity, brands must adapt their strategies. By prioritizing genuine connection over perceived safety, embracing the inherent risks of influencer collaborations, and focusing on building long-term relationships, brands can unlock the true potential of influencer marketing and connect with their target audiences in a meaningful way.
It's time to move beyond brand safety and embrace the power of authenticity.
