{"id":4250525,"date":"2023-07-20T16:04:46","date_gmt":"2023-07-20T14:04:46","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/navigating-the-edge-of-co-creation-in-influencer-marketing\/"},"modified":"2023-07-20T16:04:46","modified_gmt":"2023-07-20T14:04:46","slug":"navigating-the-edge-of-co-creation-in-influencer-marketing","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/navigating-the-edge-of-co-creation-in-influencer-marketing\/","title":{"rendered":"Navigating the edge of co-creation in influencer marketing"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tNavigating the edge of co-creation in influencer marketing\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tAli Mcclintock\t\t
\n\t\tSVP of Growth & Head of UKI \n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t20 July 2023\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\tGone are the days when brands called all the shots for partnering with influential spokespeople on social media \u2014 developing word-for-word scripts, detailed art direction, or frame-by-frame storyboards.\u00a0

For sponsored content to be successful, it must be deemed authentic by today\u2019s increasingly savvy (and skeptical) consumers.\u00a0

That means marketers need to be willing to relinquish some control of their messaging and creative output to influencer partners, trusting that they know how to best create content that resonates with their audience.\u00a0

We call this approach to influencer marketing<\/a> \u201cco-creation.\u201d

When it\u2019s well executed, both brands and influencers benefit. But when visions or values aren\u2019t aligned, the right balance of flexibility and formula isn\u2019t struck, or brands aren\u2019t prepared to stand behind creators and their content, the risk of a partnership may outweigh the reward for one or both parties.\u00a0

So, when working with creators means the possibility of facing public backlash, how can brands manage the potential risk without stifling creativity? And if the audience reaction is negative, is an apology really the right response? We\u2019re diving into the right way for brands to strategically approach working with creators and avoid the risk of never taking one.\u00a0\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t