Professionalism in digital influence is essential to avoid wear and tear

The disclosure of the so-called “Influencers' Worksheet”, which reveals feedback on advertising campaigns by content creators, has generated 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 professionalization in influencer marketing, a rapidly expanding sector, but still lacking in well-structured processes.

For Adriano Santos, partner of Tamer Communication, the repercussion of the case demonstrates the importance of a rigorous alignment between the parties involved.“The work of influencers transcends the simple creation of content. They operate within a highly competitive ecosystem, where the appreciation of their own image and the construction of authority are essential factors for career continuity. At the same time, brands seek return on investment made in these partnerships, which can generate conflicts if expectations are not well adjusted from the beginning”, he explains.

The expert also highlights that the digital influence market still faces difficulties in establishing more structured standards and processes. “The speed with which new platforms emerge and trends change makes the sector volatile. Many influencers began their careers without formal planning, growing organically. This makes fundamental issues such as meeting deadlines, briefing deliveries and necessary adjustments to campaigns, often neglected”, he says.

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 glamor. 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 comes before professional structuring, these problems worsen even more”, he warns.

The solution involves formalizing the relationship between brands, agencies and creators.“Having well-defined contracts, establishing realistic expectations and maintaining continuous communication are essential steps to avoid misunderstandings and ensure effective deliveries.In addition, agencies and professionals in the area play a crucial role in mediating these partnerships, helping to create a more professional and sustainable environment for all involved”, he points out.

Santos also explains that the credibility of an influencer is directly linked to the way he conducts his business relationships. “Audience perceives when there is misalignment between discourse and practice. Maintaining transparency about the contracts signed, avoiding associations that may compromise the identity of the creator and acting ethically are fundamental measures to preserve reputation and strengthen its position in the” market, he concludes.