{"id":259472,"date":"2025-05-27T09:47:18","date_gmt":"2025-05-27T09:47:18","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/what-brands-get-wrong-about-influencer-sourcing\/"},"modified":"2025-05-27T09:47:18","modified_gmt":"2025-05-27T09:47:18","slug":"what-brands-get-wrong-about-influencer-sourcing","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=259472","title":{"rendered":"What brands get wrong about influencer sourcing"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div style=\"text-align:justify;\">\n<p>We\u2019ve all seen sponsored videos where an influencer completely changes their tone to promote a product they would never use. They seem more like a paid actor than a content creator.\u00a0<\/p>\n<p>Forced influencer partnerships usually lead to underwhelming results\u2014and often do more harm for your brand than good.\u00a0<\/p>\n<p>Marketers need to align their influencer sourcing techniques with evolving algorithms, and trust that influencers know how to create content that resonates and drives engagement.<\/p>\n<h2 class=\"wp-block-heading\">The power of choosing the right partners<\/h2>\n<p>Building partnerships with influencers who fit with your brand is a long-term investment that can help you weather an evolving marketing landscape. As traditional tactics like paid search become less effective, influencer marketing continues to show massive potential.\u00a0<\/p>\n<p>Marketers say influencer content outperforms brand content in terms of reach, engagement and conversion according to Sprout Social\u2019s Q1 2025 Pulse Survey. Already, 49% of consumers make a purchase inspired by an influencer at least once a month, per <a href=\"https:\/\/sproutsocial.com\/insights\/data\/influencer-marketing-report\/\">The Influencer Marketing Report<\/a>.<\/p>\n<p>Influencers afford brands something that has been nearly impossible to achieve to date: the ability to bring a product or customer service experience to life in a more genuine way than traditional ads.<\/p>\n<p>Which is why effective influencer sourcing is so critical. Sponsored content needs to feel like a natural fit for whoever you partner with.\u00a0\u00a0<\/p>\n<h2 class=\"wp-block-heading\">Keeping up with the algorithms<\/h2>\n<p>Marketers traditionally searched for creators via quantitative profile attributes\u2014follower size, audience demographics, engagement rate or location. This no longer matches how networks serve up content, or how users consume social.<\/p>\n<p>Network algorithms increasingly customise users\u2019 experience based on the content they interact with most. Your own For You Page probably reflects topics you find interesting, not necessarily your location, gender, age or the size of creators you typically interact with. You probably also see content in your main feed from creators you don\u2019t even follow. That\u2019s exactly why brands need to lead with the topics influencers talk about when they conduct their research. \u00a0<\/p>\n<p>Historically this research has been highly manual, even with influencer marketing management software. Marketers had to rely on complex filtering, spend significant time vetting and comb through piles of data to ensure quality results. And even after hours of work, the influencer could still end up being a poor brand safety fit.\u00a0<\/p>\n<p>Thankfully, that\u2019s changing. Emerging AI-powered natural language discovery helps brands search based on the content they want to create. This approach ensures influencer content actually matches up with your brand values and campaign messaging\u2014driving much stronger results.<\/p>\n<h2 class=\"wp-block-heading\">Find the right fit\u00a0<\/h2>\n<p>Influencer marketing is one of the most effective ways to reach consumers\u2014many brands are just following the wrong blueprint. The strongest partnerships are no longer based on profile stats or follower counts. They\u2019re built on shared values, trust and content that fits the way people consume social today.<\/p>\n<p>By leveraging tools like AI-powered discovery and leading with a content-first approach that prioritizes topical relevance over quantitative metrics, marketers can find the right voices to tell their stories\u2014and make those stories stick.<\/p>\n<p>It\u2019s time to move beyond the surface. Source smarter. Collaborate deeper. And let your influencer strategy evolve with the platforms\u2014and people\u2014it\u2019s built for.<\/p>\n<p>Attending the 2025 <a href=\"https:\/\/www.digitalmarketing-conference.com\/global\/?trackingcode=MarketingTechNewsletter\">Digital Marketing World Forum in London?<\/a> Visit us at Booth 238 or catch one of our creator economy speaking sessions.\u00a0<\/p>\n<p>Or, you can <a href=\"https:\/\/www.digitalmarketing-conference.com\/global\/?trackingcode=MarketingTechNewsletter\">head to the website to register<\/a> and join us on 24-25 June at Olympia, London. <\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>We\u2019ve all seen sponsored videos where an influencer completely changes their tone to promote a product they would never use. They seem more like a paid actor than a content creator.\u00a0 Forced influencer partnerships usually lead to underwhelming results\u2014and often do more harm for your brand than good.\u00a0 Marketers need to align their influencer sourcing [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":259473,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[13829,13709,33130,6773],"dealstore":[],"offerexpiration":[],"class_list":["post-259472","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-brands","tag-influencer","tag-sourcing","tag-wrong"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What brands get wrong about influencer sourcing - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=259472\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What brands get wrong about influencer sourcing - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"We\u2019ve all seen sponsored videos where an influencer completely changes their tone to promote a product they would never use. They seem more like a paid actor than a content creator.\u00a0 Forced influencer partnerships usually lead to underwhelming results\u2014and often do more harm for your brand than good.\u00a0 Marketers need to align their influencer sourcing [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fivemor.com\/?p=259472\" \/>\n<meta property=\"og:site_name\" content=\"Som2ny Network\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-27T09:47:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/05\/events_dmfw_2025_newsletter-image.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1201\" \/>\n\t<meta property=\"og:image:height\" content=\"701\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fivemor.com\/?p=259472#article\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/?p=259472\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\"},\"headline\":\"What brands get wrong about influencer sourcing\",\"datePublished\":\"2025-05-27T09:47:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=259472\"},\"wordCount\":583,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=259472#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/05\/events_dmfw_2025_newsletter-image.png\",\"keywords\":[\"Brands\",\"Influencer\",\"Sourcing\",\"Wrong\"],\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fivemor.com\/?p=259472#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fivemor.com\/?p=259472\",\"url\":\"https:\/\/fivemor.com\/?p=259472\",\"name\":\"What brands get wrong about influencer sourcing - 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