Writing Effective Content for Influencer Collaborations

I fixed a mistake I was making in our influencer program – and one creator’s reach jumped 114% while engagements grew 60+%. When I joined Aligned, the influencer program already had proof-of-concept: a few creators, one big hitter. We decided to scale. But I made a mistake: I overindexed on “authenticity.” My editing pen was light because I didn’t want to kill their voice. (I mean, they grew their audience to this size for a reason, right?!) Then our new Head of Influencers snapped me out of it (can’t wait to properly intro them soon!). Always hire people way smarter than you – that’s the real hack. ;) What we changed (and why it worked): 1️⃣ Give Post Format Templates ↳ We now share proven structures that consistently perform with our audience. ↳ The creator’s voice stays, but framed in a way that works. 2️⃣ Ask Probing Questions Instead of saying “write about X,” we dig deeper: ↳ What’s the most tactical thing you’ve tried lately? ↳ What was a recent ‘aha’ moment with a buyer? ↳ What specific stats have you seen? (Higher win rate, exceeding quota multiple quarters, highest deal size, etc.) -- This sparks sharper, more specific content. It also helps with data credibility to anchor against. 3️⃣ Stick to Our Core Content Principles ↳ Be highly tactical + deep, not fluffy or preachy. (The biggest switch!) ↳ Help AEs crush their quotas and win more. ↳ Stay relatable + engaging. -- This meant pushing past the “sales hot take” style posts into content that actually teaches something and builds trust. 4️⃣ Heavier Collaborative Editing ↳ We review together. Push back. Reframe. Sharpen headlines. Add receipts. ↳ Make sure it’s tactical, engaging, and saves a rep’s scroll. It’s not policing their voice — it’s coaching for impact. The result? Posts that drive better reach, engagement, and for creators on performance contracts — more $$ in their pocket. Authenticity stayed intact. Creators and the brand win bigger. It's all about how it's framed. If you’re running influencer programs — would you keep edits light to protect authenticity, or heavy to help creators win more? Curious where you land 👇 .

Do you want influencers to truly connect with your brand? Stop treating them like billboards!  Think of influencer marketing like a great friendship—it’s built on trust, not just transactions. Do this: “Hey [Influencer], I love how you [specific thing they do]. Your content on [topic] really connects with your audience, and we think our brand aligns perfectly with that. Let’s create something amazing together.  Don't do this: “Hi, we’d love for you to promote our product. Here’s the brief. Let us know your rates.”  Do this: Give influencers creative freedom! “We love your storytelling style. Here’s our vision—how would you bring it to life in a way that feels natural to your audience?”  Don't do this: Micromanage every post. “Use this exact caption, pose like this, and make sure to show the logo in the first three seconds. (Yikes!)  Do this: Engage before you pitch. Comment on their posts, share their content, and build a relationship first. When you finally reach out, it won’t feel random—it’ll feel genuine.  Don't do this: Cold DM without context. “Hey, we love your content! Can you promote our product?” (No relationship = No response.)  See the pattern? Personalization + Trust + Respect = Authenticity. When influencers feel valued, they create content that’s real, not just another #ad. And guess what? Their audience feels it too! So next time you reach out, remember: It’s not just business—it’s a partnership. Build relationships, not just campaigns.  Your brand will thank you later. Follow Makarand Utpat for insights related to Digital marketing, business and leadership. #influencermarketing #management #communication #culture

Pssst. 👋 Want the secret to award-winning, viral, high ROI influencer campaigns ? Though you might be tempted to treat them like traditional media programs, consider this your reminder and a warning. Working with influencers is not like traditional advertising and if you treat it that way the end result will be overly scripted, tightly controlled, and disconnected from what actually resonates with audiences. The most successful collaborations happen when brands and influencers work together, with a shared focus on authenticity. Check out Nation's Restaurant News’ recent article that features insight on what can make or break a campaign from the POV of macro influencers via Brilli. Annnnd here’s a checklist of Q’s to help ensure your influencer campaigns create real connections, not just noise. Aligning on values and fit * Is this influencer a natural fan of the brand or category? * Does their audience genuinely align with the target customer? * Are they being chosen for their authentic voice, not just their reach? Creating space for authenticity * Are influencers being given the freedom to tell the story their way? * Have clear campaign goals been defined without dictating every detail? * Are real experiences being encouraged instead of scripted ads? Listening and adapting * Are influencer insights being invited instead of just handing them a brief? * Are you open to learning what actually resonates with their audience? * Is there flexibility to pivot based on real engagement and feedback? Measuring what matters * Are metrics going beyond vanity numbers to track real engagement and sentiment? * Are qualitative insights valued as much as quantitative data? * Is the focus on building long-term relationships, not just short-term results? The best influencer partnerships don’t feel like marketing—they feel like moments that naturally belong in the conversation. If brands want to be part of that conversation, they need to earn their place by fostering genuine collaboration. Tips via Belle Communication ✨