Food and beverage brands are increasingly tapping the power of influencers to boost their brand’s reach and favorability – and consumers have displayed an enthusiastic appetite for this fresh, engaging content.
The best results come from letting influencers do what they do best: embrace their creativity to develop content that resonates with their audiences. However, companies must balance that authenticity with a focus on protecting their brand integrity.
Issues arise when content is created on the fly and influencers don’t understand the rules. Yet you can put your credibility at risk and create legal landmines if informal spokespeople make unverifiable claims (even inadvertently!) about your product’s taste, nutritional components or other attributes.
This new playbook gives food and beverage marketers the inside scoop on how they can maximize the benefit of influencer relationships while minimizing the risks of inaccurate claims. The playbook highlights: