Influencer marketing is part of every brand’s marketing strategy at the moment. But what is their worst fear? It isn’t the campaign performing poorly, it is bad PR. Ensuring brand safety is arguably the most important aspect when trying to protect your brand’s reputation and maintain consumer trust. These are our 5 tips:
1. Choose your influencers carefully
You are reaching your audience through influencers. You should be choosing influencers that align with your brand values and message. Their audience should match your target demographic to ensure that the content that goes out during the campaign is relevant and authentic.
A mismatch in values can lead to negative perceptions and harm your brand’s image.
Before partnering with an influencer, conduct extensive research on their history, previous content, and audience. Don’t be distracted by their follower and like count. Look for any past controversies or prior content that could be detrimental to your brand. The last thing you want to see is #boycott(company) trending on social media.
Use tools and platforms that offer detailed analytics on influencer performance and reputation. Influential vets influencers by examining their entire social media history. This includes checking for any criminal charges, negative PR, and overall credibility.
2. Adhere to regulations
Make sure to follow the relevant guidelines in the country in which the influencer is based. We have created comprehensive guidelines on influencer regulations in different markets if you want to check it out ;)
Develop detailed content briefs that outline your campaign objectives, key messaging, and content requirements. Be specific about the do's and don'ts, including any topics, phrases, or visuals to avoid. Provide examples of content that aligns with your brand to help guide the influencer's creative process.
Make sure that it is set in your contract with the influencer that the content has to follow regulations to avoid future legal issues, it would also be beneficial to educate the influencer on proper disclosure practices.
3. Implement a Rigorous Content Approval Process
Implement a content approval process to ensure all influencer-generated content meets your brand safety standards before it goes live. Influencers may miss out on a couple of things when creating and producing content, so this process catches any potential issues early and allows changes to be rectified early.
This may involve reviewing scripts, storyboards, or draft posts to provide feedback and suggestions. Maintain open communication with the influencer throughout the creation process to address any concerns or questions.
Otherwise, another option is to create collaborative content with the influencers. Creators don’t want to be restricted by the lack of creative freedom from your brand. By co-creating, it makes the content more authentic and in tune with the influencer’s personality.
4. Monitor Influencer Activity
Monitor the influencer’s activity during your campaign. Staying updated on their posts, and changes in online behavior allows you to address any issues promptly.
Once the influencer campaign is live, continuously monitor the content and audience engagement. Keep an eye out for any inappropriate comments, negative sentiments, or potential controversies. Have a plan in place to moderate comments and address any issues that may arise promptly and professionally.
5. Plan for Crisis Management
Have a crisis management plan in place in case of any issues arising during the campaign. Be prepared to respond quickly and effectively to any negative feedback or controversies to protect your brand’s reputation.
By following these comprehensive strategies, you can leverage the power of influencer marketing while ensuring your reputation remains intact and your campaigns are successful.
