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:
SMI* = Social Media Influencers