Can Sponsored Content Ever Feel Authentic?
We all know those posts. Those groan-inducing, internal eye roll motivating posts when our favorite influencer partners with the newest grain free granola bar brand. We’re literally all thinking the same thing “Really Sharon? Things have come to this? A NO GRAIN GRANOLA BAR BRAND? Are you that desperate” *Cue ‘Death of a Salesman’. The worst part of this entire experience: it’s relatable. Content creation, in all its glory, can prove to be an unreliable source of income. So while we may be rolling our eyes, we don’t blame Sharon. Even though Sharon may attend anti government marches in her spare time, she’s still got to pay the bills. Even if it means with something as uncharacteristic as a granola bar brand.
Though content creation proves itself a lucrative career, the reliance on brand deals and partnerships thickens. Like a seesaw, the need for external visibility and steady income can occasionally outweigh the reluctance to partner with brands that do not 100% embody one’s aesthetic. Even financially secure creators struggle with this dilemma. We outlined a fool proof three step plan in deciphering if the juice is worth the squeeze. TLDR: we rarely remember the specific one off sponsored posts that feel fake and like money suckers. But a consistent reliance on them will swallow your brand identity.
Step 1:
What are the benefits of accepting the opportunity? Is the compensation reflective of your time, following and creative vision? If it isn’t, well, do not pass go, do not collect $200. You’ve reached the end of this questionnaire. If yes, continue onward. How big is the following of the company? Remind yourself that their retention statistics are just as critical as yours. Often the partnerships that do not scream sexy, can offer even greater upside potential. After all, if your face is on the Instagram of a toothpaste company, chances are the followers of said toothpaste brand are easy targets for retention (i.e. they follow a toothpaste brand, their affinity for new follows knows no limits).
Step 2:
What medium would this sponsorship assume? A story? Easy. Go for it. Stories are low risk, high yield. Their footprint is gone within 24 hours. Tastefully sandwich the content between your standard programming (in the middle of an AMA is honestly key) and devoted followers will soldier onwards. An in feed post, however, requires further conversation. Can you find an angle to meld the product to your style? Below are impressive examples of spon-con that almost fooled us into thinking it was natural.
Step 3:
Where in the pecking order does this offer fall? If it’s your first brand deal, firstly, wahoo! Secondly, it’s essentially a rite of passage. Take it! (unless the brand morals do not align with your own of course: disclaimer). But if the deals are trickling in, there is no harm in being selective. In fact, certain brands may even come back with more enticing offers. The evergreen nature of content creation means that you can return to previous proposals months from now. After all, timing is everything ;)
Tenured influencers note that the pinnacle of creator stability is weeding out the one time partnerships and opting for ongoing ones. Ones that are organic and mutual. But until then, we’ll stick to our granola bar and muscle milk brands. There's nothing wrong with a little grit. It’ll make our partnership with Chanel that much sweeter when it comes ;)
