When you see a post marked with #AD, #SPON, or similar tags, it means a company paid for it. This is a common way influencers earn money, and it’s a topic I care about because there’s a lot of confusion around it. I once asked my followers if they were less likely to buy a product when they saw #AD. Some said they trusted the influencer’s honesty, but many were skeptical, thinking the review was just paid for.
I can’t speak for others, but I can share my approach to ads, which is crucial for maintaining my brand’s integrity. Here are my guidelines for working with brands:
1. **It Must Be a Good Fit:** This should be obvious. I once saw an influencer promote prenatal vitamins but wasn’t pregnant. That’s a mismatch. I don’t drink hard liquor, so promoting a tequila brand wouldn’t make sense for me. I’ve learned from past mistakes that working with brands that don’t align with my values weakens my brand.
2. **Audience Relevance:** I always consider if my audience will find the content useful or relatable. Successful brand collaborations depend on conversion, and if the audience doesn’t connect with the content, it won’t work. I care about creating valuable relationships with brands my audience and I already love.
3. **Mutual Benefit:** Influencer marketing should benefit both the brand and the influencer. While financial compensation is important, the content must also resonate with my audience. Influencer marketing is vital for brand growth, so don’t undervalue your work. Always ask for what you deserve professionally.
4. **Quality Over Quantity:** Posting too many ads can make your content seem inauthentic. I space out my collaborations to maintain quality. It’s better to build a strong brand image and secure one well-paying job than to accept numerous small collaborations.
5. **Test Products Before Posting:** I have a two-week rule for testing hair and skincare products. This ensures I promote only products I trust, maintaining my audience’s trust in me.
As a content consumer, it’s important to know your influencer. If you trust their values, support their sponsored content. Influencers work hard to create great content, and this is how they earn a living.
For brands, trust your influencers. We know our audience and how to sell to them. Also, focus on influencers who already love your brand, even if their audience is smaller. This often leads to better results than working with a larger influencer unfamiliar with your product.