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How to manage UGC and influencers
Hey so I work as a small time SMM with a small company and we’ve been collaborating with UGC and influencers
My CEO is insistent on making very detailed guidelines with exact step by step instructions on how a reel should be made whereas I think we should find some sample reels and give pointers like ‘make sure logo and pocket detail is visible’ and let’s the influencers / creators have creative liberty.
I’m v inexperienced as a SMM but I AM very experienced as an INFLUENCER myself and I know if a brand gave me such dictatorial instructions I’d say no….
Please tell me is my influencer style wrong or is my CEO right…..?
I’m too confused.
Also with this we can have a discussion on this: should influencers on gifted collabs be given strict instructions on what the brand wants shown or should they have creative liberty? What’s been your experience? As an influencer maybe what did you value?
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1 Reply
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As an influencer, it is mind numbingly painful when a brand wants you to follow some detailed script of how they want you to create the content. I decline offers with briefs like this because the posts always mega flop and come across fake
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You are right. You don’t want to use influencers because of their reach but because of the trust they enjoy in the audience they have built.
Therefore you want to convince and entertain the influencers followers, the content needs to be made for them.
Ensure a brand guide that is all about the product is in place as well as guidelines regarding what can and can’t be said. But that’s it.
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****Authenticity is King****
People crave genuine content, and influencers who can weave a brand message into their own voice are far more effective according to any recent research. Scripted reels come across as forced and inauthentic, which can turn viewers off. -
If its a new creator you are working with then give them the briefs and scripts with some creative freedom but if you are working with a creator that you have already worked with before and know you can trust them then you can give them full creative freedom.
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If it has good rating then must follow the influencer.
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