How to apply responsible influencer marketing campaigns to your strategy?

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Until a decade ago, traditional media such as television, billboards and radio were the main channels to reach potential customers. However, this has changed radically in recent years, and today, influencers have become the main players in the digital advertising environment. Although many influencers and brands do not fully comply with legal parameters in their campaigns, it is important to create a responsible marketing plan as this will generate better results in collaborations, such as improved brand perception and image, greater sense of belonging and a solid reputation among followers.

Our tips for creating responsible influencer marketing campaigns are as follows:

Define the type of influencer that fits the brand and the product, also considering their age.
Provide detailed and formal information about the campaign to influencers.
Establish a clear contract between the brand and the influencer, defining aspects such as tasks, duration, payment, ownership of content and responsibility. Regarding payments to influencers, we recommend reading our dedicated article: How to properly negotiate with influencers?
Clearly label sponsored content to comply with country-specific regulations.
Agree on the method and timing of payment for the influencer.
Define who retains ownership of the content created.
Take into account the obligation to register as self-employed and pay taxes for influencers.
Specify whether the brand exercises control over the influencer's content.
Complying with the law and obtaining legal advice will help to avoid problems and ensure transparent advertising for consumers and a level playing field with competitors.

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About Kolsquare
Kolsquare is Europe's leading influencer marketing platform, offering a data-driven tool that enables brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.

Kolsquare’s advanced technology helps marketers seamlessly identify top content creators by filtering their content and audience, while allowing them to build, manage, and optimize campaigns from start to finish. This includes measuring results and comparing performance to competitors.

With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of clients – including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush and Hermès – by leveraging the latest Big Data, AI and Machine Learning technologies. Our platform leverages a vast network of influencers with over 5,000 followers in 180 countries across Instagram, TikTok, X (Twitter), Facebook, YouTube and Snapchat.