The Secret To Brand Engagement Is For Brands To Support The Creative Process, But Not Meddle With The Creative Process
from the that-would-be-ideal dept
Over the years, we've noticed that this is definitely a struggle for some brands. As soon as they dump money into a campaign, it's their natural inclination to want to control every aspect of the content that comes out of that campaign -- and that's a huge mistake. We've seen that the more involved a brand is in the campaign, the less effective the campaign is for absolutely everyone. Brands sponsor content creators because they know those content creators have built up a following and can create great content. They need to extend that trust to the point that if they sponsor content creation, the give the creators the free will to do something amazing. Brands may be good at "branding," but if they meddle directly in content creation, the end result doesn't really help anyone.