Four tips for nurturing authenticity within the creator economy
Authenticity: it’s something that consumers expect from content creators – and something brands often fail to convey in creator partnerships. Here are four points to remember about influencer marketing from experts at Advertising Week.
Creators aren't spokespeople, don't treat them as such.
1. Do not equate content creators to spokespeople
Many marketers try to project the spokesperson model – whereby they feed someone a script – onto content creators. This doesn’t work in a space whose audience knows an influencer on a personal level. Creators are “not there to read the words somebody wrote. “[They are] there to tap into this extraordinary following,” said vice-president of Meta Nada Stirratt.