The disclosure of the so-called ‘Influencers Spreadsheet,’ which reveals feedback about advertising campaigns by content creators, sparked an intense debate about the relationship between brands and influencers. The case has exposed not only a lack of transparency in some partnerships but also the need for greater professionalization in influencer marketing—a rapidly expanding sector that still lacks well-structured processes.
For Adriano Santos, partner at Tamer Comunicação, the fallout from the case demonstrates the importance of strict alignment between the parties involved. ‘The work of influencers goes beyond simply creating content. They operate in a highly competitive ecosystem, where personal branding and authority-building are essential factors for career longevity. At the same time, brands seek return on investment from these partnerships, which can lead to conflicts if expectations are not properly aligned from the start,’ he explains.
The expert also points out that the digital influencer market still struggles to establish more structured standards and processes. ‘The speed at which new platforms emerge and trends change makes the sector volatile. Many influencers began their careers without formal planning, growing organically. As a result, fundamental issues—such as meeting deadlines, delivering briefing requirements, and necessary campaign adjustments—are often overlooked,’ he states.
Another critical issue he raises is the psychological impact of the profession. ‘There’s a collective perception that being an influencer is synonymous with a life full of perks and glamour. However, constant exposure, the need to stay relevant, and engagement pressure lead many to face intense emotional challenges like anxiety and depression. When fame arrives before professional structure, these problems become even more severe,’ he warns.
The solution lies in formalizing relationships between brands, agencies, and creators. ‘Having well-defined contracts, setting realistic expectations, and maintaining continuous communication are essential steps to prevent misunderstandings and ensure effective delivery. Moreover, 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 further explains that an influencer’s credibility is directly linked to how they manage commercial relationships. ‘The audience notices when there’s misalignment between words and actions. Maintaining transparency about 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.
