The importance of relying on the creativity of talent in influencer marketing campaigns.

At Keepers, we highlight the importance of trusting the talent and creativity of content creators. Today, there is little doubt about the role influencer marketing plays in brand communication and positioning strategies.

However, certain mistakes are still made that limit its effectiveness.

One of the most common, and counterproductive, is restricting creative freedom when influencers produce content. This is a critical point, as it often determines whether a campaign goes unnoticed or achieves the results a brand is truly aiming for.

Influencers should not be seen simply as loudspeakers for a message, but as content creators in their own right.

Creators know their communities better than anyone else. They understand their audience’s tone, language and expectations, and therefore the type of content that will resonate most strongly.

For this reason, when creators receive a brand brief, the most effective approach is to give them the creative freedom to develop a script that meets the brand’s objectives while remaining true to their own narrative and style.

To achieve genuine synergy, it is essential to provide a clear brief, with direct and well-structured messages. This allows the creator to identify the best way to integrate those messages naturally into their content, ensuring a positive audience response and bringing the brand and its values closer to the public.

Creative freedom requires trust in talent. While this can sometimes feel difficult to manage, it benefits both parties. Creators feel more valued and fulfilled, and the resulting content feels more natural and aligned with their way of communicating.

There are clear examples of creators whose formats have a strong, recognisable identity, such as Benja Serra with Callejeros Benjeros or Irene Ramírez with Equipo de investigación. These formats work because they reflect the creator’s personality and sense of humour, and have been organically embraced by their audience. Many brands, aware of this potential, seek to integrate their messages within these formats.

To do so successfully, the first step is simple: give creative space to talent.

Ultimately, what feels authentic is valued more highly. And in influencer marketing, that is what makes the difference.

In short, when a brand selects a creator for a campaign, the most important factor is trust. Starting from this point and allowing creative freedom enables creators to adapt the brief to their style and content naturally. This approach is reflected throughout the creation process and results in an outcome with which both brand and creator feel genuinely comfortable.