How do you determine the appropriate creative control to give influencers for content creation?

1 Campaign goals

The first factor to consider when deciding how much creative control to give influencers is your campaign goals. What are you trying to achieve with your influencer content? Do you want to raise awareness, generate leads, drive sales, or build loyalty? Depending on your goals, you may need to provide more or less guidance and direction to your influencers. For example, if you want to increase conversions, you may want to give influencers specific instructions on how to include a call to action, a discount code, or a landing page link in their content. On the other hand, if you want to boost engagement, you may want to give influencers more freedom to create content that resonates with their audience and encourages interaction.

3 Influencer selection

The third factor to consider when deciding how much creative control to give influencers is your influencer selection. Who are the influencers you are working with? What is their niche, audience, and content format? How experienced and professional are they? How well do they align with your brand and goals? Depending on your answers, you may need to provide more or less trust and support to your influencers. For example, if you are working with micro-influencers who have a loyal and engaged following in your niche, you may want to give them more trust and let them create content that showcases their expertise and authenticity. On the other hand, if you are working with macro-influencers who have a large and diverse audience across different platforms, you may want to give them more support and help them create content that matches your expectations and requirements.

4 Feedback process

The fourth factor to consider when deciding how much creative control to give influencers is your feedback process. How do you communicate and collaborate with your influencers throughout the content creation process? How do you review and approve their content before it goes live? How do you measure and evaluate their content performance after it is published? Depending on your answers, you may need to provide more or less feedback and involvement to your influencers. For example, if you have a tight and formal feedback process, you may want to give influencers more feedback and require them to submit their content for approval before posting. On the other hand, if you have a loose and informal feedback process, you may want to give influencers more involvement and allow them to post their content without prior approval.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?