The disclosure of the “Influencers Spreadsheet”, which reveals feedback on advertising campaigns from content creators, generated intense debate about the relationship between brands and influencers. The case exposed not only a lack of transparency in some partnerships but also the need for greater professionalism in influencer marketing, a rapidly expanding sector, yet still lacking well-structured processes.
According to Adriano Santos, partner at Tamer Comunicação, the repercussion of the case demonstrates the importance of rigorous alignment between the parties involved. “The work of influencers goes beyond just content creation. They operate within a highly competitive ecosystem, where the value of their own image and the construction of authority are essential factors for the continuity of their careers. At the same time, brands seek a return on the investment made in these partnerships, which can generate conflicts if expectations are not well adjusted from the beginning,” he explains.
The specialist also points out 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, growing organically. This leads to fundamental issues such as meeting deadlines, delivering briefs, and necessary adjustments in campaigns being frequently neglected,” he states.
Another critical point raised by him is the psychological impact of the profession. “There is a collective imaginary that being an influencer is synonymous with a life full of benefits and glamour. However, constant exposure, the need to remain relevant, and the pressure for engagement cause many to face intense emotional challenges, such as anxiety and depression. When fame arrives before professional structure, these problems worsen even more,” he cautions.
The solution involves formalizing the relationship between brands, agencies, and creators. “Having well-defined contracts, setting realistic expectations, and maintaining continuous communication are essential steps to avoid misunderstandings and ensure effective deliveries. In addition, 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,” he emphasizes.
Santos also explains that the credibility of an influencer is directly linked to how they conduct their commercial relationships. “The audience perceives when there is a misalignment between speech and practice. Maintaining transparency about the signed contracts, avoiding associations that could compromise the creator’s identity, and acting ethically are fundamental measures to preserve reputation and strengthen their position in the market,” he concludes.
