Beauty creators want the brands they work with to let them write the script. At a roundtable for Glossy, college-age creators shared the frustrations of highly scripted partnerships: while some will take them for the money, their audiences can tell they aren’t authentic. Some creators report walking away from brand deals if they don’t think the script fits with their content—even if they like the brand. There are some high-profile examples of unscripted video success as well: Alix Earle shared that when Microsoft chose an off-the-cuff video she made over a “more polished” post, it became the brand’s most-viewed TikTok ad. When Refy paid 12 creators to post without approving the content, the brand reported higher-than-forecasted sales. From the earliest days of influencer marketing, YPulse has been telling brands that influencers can’t be treated like actors, and creative freedom is key to keeping their promotions authentic and believable. (Glossy)
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