Which brands are wrong about the supply of influencer

We have seen all sponsored videos in which an influencer completely changes their tone to promote a product that would never have used. They look more like a paid actor than a content creator.

Forced influencers partnerships usually lead to overwhelming results and often do more damage for your brand than for the good.

Marketing experts must align their influencer supply techniques with evolving algorithms and the trust that influencers know how to create content that resonate and affect the commitment.

The power to choose the right partners

Building partnerships with influencers who adapt to your brand is a long -term investment that can help you resist an evolving marketing panorama. Since traditional tactics as paid research become less effective, influencers marketing continues to show enormous potential.

Marketing experts say that the content of the influencer exceeds the content of the brand in terms of flow rate, involvement and conversion according to the Pulse survey of the first quarter of Q1 2025 of Sprout Social. Yes, 49% of consumers make a purchase inspired by an influencer at least once a month, for The marketing report influencer.

The influencers offer brands something that has been almost impossible to reach to date: the ability to give life to a product or customer service more genuinely than traditional ads.

This is the reason why the supply of effective influencers is so critical. The sponsored content must feel a natural choice for anyone who collaborates.

Keep up with the algorithms

Marketing experts traditionally sought creators through quantitative profile attributes: power size, public demographic data, involvement rate or position. This no longer corresponds to the way the networks serve content or how users consume social media.

Network algorithms increasingly customize the users’ experience based on the content with which they interact more. Your page for you probably reflects topics that you find interesting, not necessarily your position, sex, age or size of the creators with whom you generally interact. You probably also see the content in your main feed of creators who don’t even follow. This is exactly the reason why brands must guide with the topics that influencers speak when they lead their research.

Historically this research has been highly manual, even with the marketing influencer management software. Marketing experts had to rely on complex filtrations, spend a significant time and comb through data batteries to guarantee quality results. And even after hours of work, the influencer could still end up being a bad security for the brand’s safety.

Fortunately, he is changing. The discovery of emerging emerging natural language helps to look for brands based on the content they want to create. This approach guarantees that the content of the influencer actually combines with the values ​​of your brand and the messages of the campaign, driving much stronger results.

Find the right fit

Influencer marketing is one of the most effective ways to reach consumers: many brands are only following the wrong project. The strongest partnerships are no longer based on profile statistics or follower counts. They are built on shared values, trust and content that adapt to the way people consume social today.

By exploiting tools such as Discovery based on artificial intelligence and leading with a content approach that gives priority to topical relevance with respect to quantitative metrics, marketing experts can find the right voices to tell their stories and make those stories remain.

It’s time to go beyond the surface. Intelligent source. Collaborate more deeply. And let your influencer strategy evolve with platforms and people – is built for.

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