Digital Analytics Manager
Influencers: Mercenaries or partners?
Influencers in Indonesia are a bit like mercenaries: changing loyalties based on the highest bidder, leading to influencer promoting multiple competing brands in one category, and in turn causing consumer confusion and damage to a brand’s image.
Both influencers and marketers are responsible for this. Marketers often see influencers purely as communication channels for their brand assets, so a generic brand message gets delivered that has nothing to do with the influencer themselves. This often happens because there is an overly detailed brief; including details on the visual concept, product placement, and mandatory caption. This results in inauthentic content that the influencer has no ownership nor pride in.
Our data across the 20+ brands that we handle shows that those who work with influencers to create content that is authentic to the influencer have more success. They see influencers as long-term strategic partners and allow them to create content that starts with their own personality and then incorporates the client’s brand values and product.
So, instead of forcing them to focus on the brand details, the brief should be more straight-forward on objectives and provide product knowledge. Then, let influencers create and incorporate the brand in their own creative work. This will not only result in more authentic content and a better customer experience, but also in higher ownership, moving the relationship from mercenary to partnership.