Brands say they want ‘authentic.’ Influencers hear ‘follow the script.’
Everywhere you look in influencer marketing, “authentic” is the word on everyone’s lips. Brands build it into every brief and campaign, and audiences say it’s what they crave. But as budgets grow and more marketers invest in influencer partnerships, something unexpected keeps happening. Instead of relaxing control, brands are handing influencers even more guidelines—sometimes a […]
Brands say they want ‘authentic.’ Influencers hear ‘follow the script.’ Read More »









