Is there such a thing as too much sponsored content?

The only right answer is: yes, there is! Influencers that only post sponsored content could lose their authenticity and credibility, two aspects that are critical to the success of your influencer marketing campaign. But, it doesn’t have to be this way. There are some types of influencers that lend themselves very well to branded content, this mainly has to do with their industry. For example, influencers in fashion or food find most of their values in their talent to recognise trends and recommend brands. Followers know that most of their content is sponsored in one way or the other. However, it doesn’t influence the quality of the content.

Variety seeking

Brands increasingly understand the importance for innovative content. There are so many different types of posts you can create on Instagram today, from stories to IGTV to videos to images. Time to bring some variety to the table. Despite each campaign having its requirements, brands should always allow the influencer to add their own creativity to the campaign. In the end, for us as an celebrity booking agency it’s all about engaging and compelling high quality content.

Shared values

As an influencer, if you have the chance of being offered a collaboration with a big international brand, take into account the credibility of the brand in the eyes of your followers. As we’ve talked about before, the values of the brands you work with will spill over onto your carefully created personal brand.

Again, it’s all about engagement

All the engagement metrics available on Instagram are a great advantage, for the influencer as well as the brand. From knowing the views and engagement rate on stories to being able to see the historical data concerning (hopefully organic) growth, use these statistics to carefully analyse the effect each campaign has on your account as an influencer. And on your KPIs when you’re a brand.

Conclusion

Each day, the number of influencers and the number of people wanting to become one themselves increases. Furthermore, the general attitude towards brands cooperating with influencers is becoming more positive. Followers don’t mind influencer collaborating with brands as long as it comes across authentic. Followers know how influencer marketing works and how influencers make money.

Still, there is such as thing as too much sponsored content. Despite the fact that some industries lend themselves better to branded content than other industries, balance between sponsored and non-sponsored content is important. Influencers must decide what suits best for them and their account.