Natalie Guo

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Influencer marketing strategies require an entirely different set of art and skills compared to traditional advertising strategies.

Someone once asked me, "What's your best advice for influencer marketing?"

My answer is similar to what any hiring manager might say...

The first step is to hire the right person, in this context, it is to engage the right KOL/influencer—someone whose content you genuinely enjoy, and whose style and editing skills meet your standards/expectation.

Creating engaging sponsored or branded content takes a mix of creativity, authenticity, and skilled video editing to capture audience attention and increase audience retention.

As an influencer marketing manager who has managed many campaigns across various brands and products, I strongly advise against forcing influencers to follow a rigid script or influencer them to create a hard-sell content. This approach can strip away the authentic charm that initially attracted their audience to follow them and you will easily loose audience retention for that video.

Here are a few examples of branded content from Singapore based KOLs that I personally enjoy, and that showcase their creativity and authenticity (with high views and engagement to prove it):

Nicholas Leong | CCTV
https://www.instagram.com/reel/C8EtPXFv3RD/?igsh=MXU5bnN4emR3Yngz

Benjamin The Smiling Afro | CCTV:
https://www.instagram.com/reel/C7n1RQXvuv-/?igsh=MTNjdDNvbjQ1YjRwbg==

Felicia Song | Smart Translator
https://vt.tiktok.com/ZS2SjDEUc/

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