Influencer marketing is a powerful tool, but how far should you go when it comes to vetting influencers who will be working to promote your brand?
You may have heard about TikTok influencer “Mr. Prada” being arrested for murder. Yikes! The news has many brands scrambling, wondering about the influencers representing their brands.
When influencer marketing campaigns are not implemented correctly, things can go wrong. While you cannot always predict human behavior, there are some precautions to take when working on any campaign involving influencers.
Why Vetting Influencers Matter to Marketing
While murder is an extreme case, it brings to light a crucial point: partnering with influencers isn’t just about numbers or reach.
It’s about ensuring they align with your brand’s values, ethics, and audience expectations.
Go Beyond the Numbers
Brands can quickly get swept up by an influencer’s follower count or high engagement rates. But beyond the likes and shares lies a more important question: does this influencer truly reflect your brand’s ethos?
Do they have fake followers? What do their past campaigns look like?
A deep dive into their past content, their values, and their public image can help you avoid costly mistakes down the road.
While performance metrics matter, finding the right influencer who creates quality content for your campaign could catapult your digital marketing metrics.
The Brand-Influencer Relationship Is a Reflection of Your Business
An influencer is, in many ways, an extension of your brand. Suppose an influencer engages in questionable behavior (criminal or not); it can directly affect your business’s reputation.
The TikTok case is a worst-case scenario, but even minor controversies can lead to backlash, tarnishing your brand’s credibility.
Transparency, Honesty, and Authenticity Matter
It’s not just about avoiding scandals. Vetting helps ensure you’re working with transparent and authentic people.
These traits build trust, which is crucial in today’s marketing landscape.
Consumers are savvy and can tell when an influencer partnership feels inauthentic, which can hurt both your brand and the influencer.
Aligning with Values Creates Long-Lasting Relationships
When influencers share your brand’s values and a target audience, their endorsements feel genuine and resonate more deeply with their audience.
It’s important to assess whether their views on sustainability, ethics, or other issues match up with your own.
The right alignment makes for smoother partnerships and builds long-term loyalty among their followers. Influencer vetting includes vetting the audience demographics.
Avoid the ‘One and Done’ Approach
Instead of hiring influencers for one-off campaigns, build ongoing relationships. This way, you can closely monitor their evolving persona and content.
Long-term collaborations give you more control over the message and ensure you’re partnering with someone who won’t surprise you with behavior that could damage your brand.
Delegate Your Vetting Process
Vetting influencers should be at the top of any brand’s priority list. The goal should always be to collaborate with a creator or influencer who boosts your reach and reflects your brand’s values.
There are many benefits of influencer marketing. At Surf’s Up Social, we craft influencer campaigns that align with your brand’s mission and values.
Let us handle the vetting process to ensure you build authentic, trustworthy partnerships that elevate your business—not risk its reputation.
Let’s schedule a Paddle Out Call to get started on your next influencer campaign and ensure your brand is in the right hands.
