Miscommunication kills. The majority of fatal influencer marketing problems happen when brands and influencers don’t communicate clearly via the campaign brief. This is true all over the world, but for Western companies working with Chinese influencers, the stakes are higher due to language barriers, cultural differences, and a unique social media and e-commerce ecosystem in China.
Brands can mitigate these factors by giving influencers clear and detailed campaign briefs.
Influencers cannot read your mind. They can’t avoid mistakes if they don’t know your ground rules. Furthermore, China’s influencer industry has grown at an incredible pace over the past few years. That means many influencers have seen their audience numbers explode overnight and are still in the beginning stages of learning how to work with brands.
Ideally, whenever you collaborate with an influencer, you should provide a campaign outline with everything from basic info to detailed content requirements. Campaign briefs might seem like a lot of effort up-front, but they prevent headaches in the long run.
If your brand is running the campaign through an office in China or a third-party agency, providing a brief is even more crucial. More parties involved means a higher chance that someone will miss essential info along the way. To ensure your guidelines and materials are accurate for China, have your local agency review and refine the brief before sending it off to the influencer.
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