What's wrong with influencer marketing?

Let's be honest: who hasn't felt that little twinge of unease when seeing a sponsored post that sounded completely wrong?
A story where the influencer reads a script word for word, a product placed artificially on a coffee table, or worst of all: a recommendation that has absolutely nothing to do with the person's lifestyle.

The result is always the same:
-The public loses interest.
-Trust wanes.
-And the campaign goes completely unnoticed.

In this article, we'll find out why some campaigns fail despite a substantial budget, what audiences really want from creators and brands, the changes you need to make to make your influencer campaigns more credible and effective, and Trenderz's role in this transformation towards more human and authentic partnerships.

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Why it doesn't work

Today's public is not naive. Consumers can spot a disguised ad a mile away. They scroll quickly, zap, and sometimes even become more suspicious of the brand behind the message.

The problem is that many campaigns continue to operate as they did in 2015: ultra-rigid briefs, imposed scripts, guidelines that stifle all creativity. The result: the influencer loses what makes him or her strong: personality and closeness to the community.

But what audiences expect is not a repetition of advertising slogans. It's a sincere recommendation, naturally integrated into the life of the person they're following. They want to feel that the product or service makes sense, that it's part of a real day-to-day life, not a forced staging.

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What needs to change

Influencer marketing must evolve:
Move from a "commercial" logic to a creative partnership logic.

In concrete terms, this means :

• Let the influencer tell the story in his or her own way. His voice, his tone, his style: this is what will make the content credible.
• Co-create content rather than dictate it. Brands bring their vision, but creators know how to reach their audience.
• Focus on authenticity rather than formatting. Because what captivates is not perfection... but sincerity.

In short: give influencers the space to express their personality. Because that's precisely why his community listens to him.

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And what about Trenderz?

At Trenderz, we're committed to this new vision.
Our mission is simple: to help brands and designers come together to co-construct real, human and impactful campaigns.

Our platform:
-Connects brands with designers aligned with their values.
-Simplifies campaign management from A to Z.
-Makes it possible to measure real impact, without getting lost in superficial metrics.
-And, above all, gives designers the freedom to express themselves.

Because when it comes down to it, what sells is not advertising in disguise. It's a heartfelt story, told by the right person, at the right time.

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Conclusion

Influencer marketing fails when it's simply "copy-pasting" ads onto social networks. But it becomes an extraordinary growth lever when it turns into a genuine partnership.

That's exactly what we stand for at Trenderz: more human, more real and more powerful campaigns. 🚀

Find out how Trenderz can transform your next campaign: www.trenderz.io