What is more complicated to me is how a true ‘influencer’ with a meaningful relationship with their audience would then sell, in the example of Unilever, vaseline or mayonnaise, and not harm the relationship. I would hope they would just be upfront about the sponsorship rather than creepy brand inserts in to their regular content feeds.
I bet there will be some of everything, especially at this scale. Some will be straight up TikTok sales pitches, someone will just make recipes using a product, some will be awkward. Sponsorship disclosure is a very muddy world.
This is really great read, Patrick. Thanks for sharing.
Pat, do you know of any examples of creators who are successfully merging brand storytelling and affiliate?
What is more complicated to me is how a true ‘influencer’ with a meaningful relationship with their audience would then sell, in the example of Unilever, vaseline or mayonnaise, and not harm the relationship. I would hope they would just be upfront about the sponsorship rather than creepy brand inserts in to their regular content feeds.
I bet there will be some of everything, especially at this scale. Some will be straight up TikTok sales pitches, someone will just make recipes using a product, some will be awkward. Sponsorship disclosure is a very muddy world.