In this day and age, when social media influencers can have more clout than Hollywood A-listers, it’s vital to a brand’s well-being to ensure that potential brand ambassadors are properly vetted to minimize influencer marketing risks. That goes well beyond a skim of their blog/social channel or eyeballing their reach. It means getting to really know the influencer – what drives, motivates, moves and excites him or her. It means poring over every social post for hints of questionable behavior. It means relying on human intuition and not just automated searches.
Just as talent agencies and PR firms sign off on a prospective celebrity that a brand wants to endorse, when it comes to influencer marketing, it’s crucial to ensure someone is doing the due diligence that comes with engaging an influencer on behalf of your brand.
While there are dozens of influencer marketing companies cropping up weekly, can you be sure that the one you’re using is properly vetting your next spokesperson? If it’s an automated dashboard, without a human-touch element, the answer is likely “no.”
At The Motherhood, we take the time to get to know our influencers. We have more than a decade of experience in this sector, and we’ve formed personal relationships with hundreds of influencers over the years. It’s not always easy to determine if an influencer is truly a fit for a brand based on a quick review of their latest blog content, but when you engage an agency who puts their reputation on the line to ensure that their clients are working with the most target-right influencers in their space, you are more likely to mitigate the risks associated with influencer marketing.
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