The disclosure of the so-called "Influencers Spreadsheet", that reveals feedback on advertising campaigns from content creators, generated an intense debate about the relationship between brands and influencers. The case exposed not only the lack of transparency in some partnerships, but also the need for greater professionalization in influencer marketing, a rapidly expanding sector, however still lacking well-structured processes
For Adriano Santos, partner of Tamer Comunicação, the repercussions of the case demonstrate the importance of a strict alignment between the parties involved. The work of influencers transcends simple content creation. They operate within a highly competitive ecosystem, where the enhancement of one's own image and the building of authority are essential factors for the continuity of the career. At the same time, brands seek a return on the investment made in these partnerships, what can generate conflicts if expectations are not well aligned from the beginning, explain
The specialist also highlights that the digital influence market still faces difficulties in establishing more structured standards and processes. "The speed at which new platforms emerge and trends change makes the sector volatile". Many influencers started their careers without a formal plan, crescendo organically. This raises fundamental questions, as compliance with deadlines, briefing deliveries and necessary adjustments in campaigns, are often neglected, affirms
Another critical point raised by him is the psychological impact of the profession. "There is a collective imagination that being an influencer is synonymous with a life full of benefits and glamour". However, the constant exposure, the need to stay relevant and the pressure for engagement cause many to face intense emotional challenges, like anxiety and depression. When fame arrives before professional structuring, these problems worsen even more, alert
The solution lies in formalizing the relationship between brands, agencies and creators. "To have well-defined contracts", establishing realistic expectations and maintaining continuous communication are essential steps to avoid misunderstandings and ensure effective deliveries. Furthermore, agencies and professionals in the field play a crucial role in mediating these partnerships, helping to create a more professional and sustainable environment for all involved, highlights
Santos also explains that the credibility of an influencer is directly linked to how they conduct their business relationships. "The audience perceives when there is a misalignment between speech and practice". Maintain transparency about the contracts signed, avoiding associations that may compromise the creator's identity and acting ethically are fundamental measures to preserve reputation and strengthen their position in the market, concludes
