Many of the time, we’re consumed with controlling the outcome of our content. Whether it be reaching KPIs or achieving a certain look, over-controlling a creator is a recipe for disaster. In very few instances it can definitely be a good idea to actually have little to no guidelines; Now we’re not saying this as an act of rebellion, but rather, we’re saying that this is an instance where you need to master the complicated art of broad and specific guidelines. Giving influencers the freedom to get in touch with their creativity, calls for innovation; innovation not only allows brands to learn and adapt to new practices but also promotes social and economic growth, which is the final result most want.
When writing guidelines it’s easy for a brand to look at their inspiration board and become oblivious to expecting an exact copy of said inspiration. It’s important to let inspiration remain as inspiration.
While some influencer marketing campaigns certainly call for a more rigid set of guidelines, if possible give creators to do what they do best. Creators know their audience best- and as consumers, they have insights that we as marketers can often overlook. Influencers truly know best when it comes to creating content that drives consumers to engage and convert. After all, they are consumers and are constantly engaging with social media and branded content. Let creators create!