The release of the so-called "Influencers Spreadsheet," which reveals feedback on advertising campaigns by content creators, sparked an intense debate about the relationship between brands and influencers. The case exposed not only the lack of transparency in some partnerships but also the need for greater professionalism in influencer marketing, a rapidly expanding sector that still lacks well-structured processes.
For Adriano Santos, partner at Tamer Comunicação, the repercussion of the case demonstrates the importance of strict alignment between the involved parties. "The work of influencers goes beyond simple content creation. They operate within a highly competitive ecosystem, where self-image appreciation and authority building are essential factors for career continuity. At the same time, brands seek return on investment made in these partnerships, which can lead to conflicts if expectations are not well aligned from the beginning," he explains.
The specialist also highlights 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 industry volatile. Many influencers started their careers without formal planning, growing organically. This often leads to fundamental issues, such as meeting deadlines, delivering briefs, and making necessary adjustments to campaigns, being neglected," he states.
Another critical point raised by him is the psychological impact of the profession. There is a collective imagination that being an influencer is synonymous with a life full of benefits and glamour. However, constant exposure, the need to stay relevant, and the pressure for engagement cause many to face intense emotional challenges, such as anxiety and depression. When fame comes before professional structuring, these problems become even more severe, it warns.
The solution lies in formalizing the relationship between brands, agencies, and creators. "Having well-defined contracts, setting realistic expectations, and maintaining ongoing communication are essential steps to avoid misunderstandings and ensure effective deliveries. Additionally, 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 an influencer's credibility is directly linked to how they conduct their business relationships. "The audience perceives when there is a misalignment between speech and practice. Maintaining transparency about signed contracts, avoiding associations that could compromise the creator's identity, and acting ethically are fundamental measures to preserve reputation and strengthen your position in the market," he concludes.
