My Take to "How do you think the use of influencers impacts brand message and authenticity on TikTok?" is contrarian

How do you think the use of SMI impacts a brand’s message and authenticity on TikTok?

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Many say that the SMI message should be aligned with the brand’s message. I don’t think it’s as a must if the SMI is in LOVE with the brand. The SMI can show that love, with a DIFFERENT, maybe better, and even a bit contradictory community-related message!

PS/ Brands: don’t forget to include in the contract that a preview of the posts is a pre-condition to the SMI posting on social media:


If It Can’t Be Transactional, Then What Am I Getting from Influencer Marketing at All?

Sincerely yours,

Dear Mishu's Dad

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SMI* = Social Media Influencers

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I am the creator of Dear Mishu, a dog character that gives underdog advice to humans on social media. I originally built the account to learn about influencers and how they work. Over time, the account grew and Dear Mishu became a real social media influencer with a community of followers who ask her for advice. I use this experience and my 20 years of marketing experience to help brands understand how to reach their goals through Influencer Marketing and Social media branding.