Don’t Put Words in Their Mouths: Why Brands Should Ditch Scripted Influencer Content

Influencer marketing has become a powerful tool for brands to reach new audiences and boost engagement. But with this power comes responsibility – the responsibility to create genuine connections with consumers. One strategy that undermines this authenticity? Scripted influencer content.

Here’s why handing influencers a script is a recipe for disaster:

The Authenticity Abyss

Influencers build their followings by being themselves. Their audience trusts their opinions and recommendations because they feel genuine. Slapping a script on them instantly destroys that authenticity. The forced language and delivery come across as inauthentic, hurting both the influencer’s credibility and your brand’s message.

Engagement Nosedive

People can smell a forced promo from a mile away. Scripted content often feels robotic and disengaging. Influencers know their audience and how to connect with them. A script takes away that magic, leading to lower likes, comments, and shares – the holy grail of influencer marketing.

Silencing the Unique Voice

Influencers have their own style, humor, and way of connecting. A branded script erases that unique voice, making the content less interesting and relatable. Imagine your favorite comedian reading someone else’s jokes – not exactly laugh-out-loud funny, right?

Scripted Mishaps

Life rarely goes according to plan. What if something unexpected comes up during filming? With a script, the influencer might be left floundering, unable to respond naturally. This can make for awkward pauses and a disconnect with the audience.

The Legal Tightrope Walk

The line between advertising and editorial content can be blurry, and the FTC is watching. Scripted content can make it difficult for influencers to disclose sponsorships clearly, which is a legal requirement. Why risk hefty fines and damaged brand reputation?

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With Collaboration, you can tap into the true power of influencer marketing: authentic connections that drive real results. Let your brand message shine through the influencer’s unique voice, and watch your engagement soar.

So, what can brands do instead?

• Talking Points, Not Scripts: Provide influencers with key messages to convey, but let them deliver them in their own way. This allows for a more natural flow and leverages the influencer’s established voice.
• Co-Create Compelling Content: Work with influencers to develop content that aligns with their style and brand messaging. This collaborative approach fosters creativity and ensures content resonates with both the influencer’s audience and the brand’s target market.
• Brand Assets for Consistency: Offer influencers with logos, product shots, or brand guidelines to maintain consistency. This empowers them to create content that is both on-brand and authentic.
• Trust and Transparency: Give influencers the freedom to be themselves and focus on building trust with their audience. This organic approach is more likely to lead to genuine connections and lasting brand loyalty.

By ditching scripts and embracing collaboration, brands can unlock the true power of influencer marketing – creating content that feels real, resonates with audiences, and drives engagement. Remember, authenticity is key! Let the influencers you partner with use their voice to amplify yours – that’s a recipe for influencer marketing success.

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