Brands are spending more on influencer marketing, which comes with higher stakes to create memorable content while also avoiding backlash.

As marketers scale their strategies, they’re confronting a remaining sign of the space’s infancy: Inconsistent and unclear standards for influencer vetting.

• 22.2% of marketers only vet up to 25% of influencer content, and 18% don’t know how much they vet, according to a June EMARKETER and Viral Nation survey.

At Advertising Week’s “Creator Collision Course” panel, speakers outlined how brands can grow influencer programs without compromising brand safety or creativity.

Making influencer vetting a priority

Scanning a creator’s profile for content fit does not equate to vetting, and “just because you vetted someone yesterday, doesn’t mean they’re safe tomorrow,” said VwD cofounder Mark Mamone.

“Social is not static. It’s live,” he said, pointing to a lack of resources among brands and agencies. “There’s an amazing amount of content every day being created, and small teams are expected to vet that.”

The standards for brand vetting have only boldened, said beauty creator and affiliate marketer Mimi Sillah.

“There are so many internet communities that have gone underground that it’s hard to catch it all,” she said. “Just scrolling through comment sections is not enough anymore.”

Blending creator and brand boundaries

“There are a lot of issues that could easily be solved with communication,” said Mamone. “The creator doesn’t know the guardrails, the brand doesn’t set the expectations, something happens, and everyone is upset.”

Creators have different comfort levels when it comes to brand control, and a creator who is more receptive to company constraints could be a safe introduction to influencer marketing, said Crispin’s chief transformation officer Freddy Dabaghi.

“There are a lot of creators that are OK with getting prescriptive with ‘Do’s and Dont’s’…and creators that just want to think about their own audience,” said Dabaghi. “You need to find the right balance of creative flexibility that the brand has and pair it with the creative flexibility the creator has.”

While creative freedom can enhance performance, establishing guidelines early is key to efficiency, said Sillah.

“The best partnerships I’ve experienced are where there is creative flexibility but also very clear guardrails,” said Sillah. “Especially Gen Z creators, they want to get more information so they do it right one time.”

Preparing for backlash

While Dabaghi called controversy on social unavoidable, brands can manage discourse by talking with creators about their comment section approach before the campaign goes live.

• One brand paid Crispin to buy a content moderation tool for an influencer to block keywords, an example of strong communication and a proactive approach, he said.

“All the brands that have made missteps, it’s because they had a lack of planning,” said Dabaghi. “You might still make a mistake, but you can approach it a little more scientifically.”

Making social content stand out

As a beauty creator, Sillah is developing a platform in a crowded space: 60.7% of Gen Z beauty buyers have bought a product in the last 12 months because a creator promoted it, per a June EMARKETER survey.

Product education is key to standing out in a feed full of product promos, said Sillah. An honest review of both pros and cons is the top aspect of influencer marketing that drives a purchase decision, per a September 2024 Bazaarvoice survey.

“I’m very honest and transparent,” she said. “If I don’t think this will work for you because you have oily skin, I’ll just tell you that upfront. I put a lot of time into building a community opposed to just having a fanbase.”

As brands scale their creator strategies, they can maintain creative consistency while avoiding predictability, said Dabaghi.

“It has to be cohesive and tell that brand narrative, but also it’s social,” he said. “You can get a little weird, expand your tone of voice, and test different things without being off brand or off equity.”