Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

Communication breakdown: why influencers feel brands lack the personal touch

What impedes partnerships between brands and influencers? New research shows advertisers are often failing to give YouTubers and bloggers creative freedom or personal recognition.


It’s common to think about what a brand might want from the influencers it uses, but what about when the boot is on the other foot? How could retailers make themselves more attractive to the kinds of online partners that they would like to work with? AI analytics platform HypeAuditor, has released the global results of its Influencer Outreach Survey, revealing what influencers want to see from brand partners and why they would refuse to work with brands. 

The survey, which polled over 1600 social media influencers across the globe, showed that 43 percent of influencers reported to have never or rarely received a personalised message from a brand tailored to their platform. This means that, in a large proportion of cases, influencers are being approached by brands with generic, cut-and-paste-style messages without personalisation to them or their platform.