BlogMilla Pyyny 02.04.2024

Three tips to make influencer marketing more responsible

Digital marketing Influencer marketing Responsible marketing

Sustainability is one of the cornerstones of today’s influencer marketing. Sustainability is not only about greener choices, but above all about the social and social responsibility of brands and influencers. Future collaborations will increasingly need genuine brand matches, diversity, impactful content and transparency. Check out the three-point list prepared by Dagmar’s influencer specialists for more responsible influencer marketing.

1. Choose the right influencers for your brand

A shared value base between the brand and the influencer is the starting point for successful and responsible influencer marketing. Brand values must align with the influencer’s personal values in order to achieve truly impactful results. Fake collaborations don’t hit conscious followers who see through a pseudo-sustainability campaign.

When choosing an influencer, it is important to do your research:

– What kind of content does an influencer produce for their channels?
– What kind of values does the influencer have?
– How does the influencer address their followers?
– Do influencer and brand values meet?

Successful influencer selection is based on careful influencer mapping to identify the influencer’s suitability for the brand and cooperation and to minimize potential risks.

2. Take minorities into account

Taking different minorities into account in the planning and implementation of influencer marketing is the order of the day. A prime example of this is “Freedom Wardrobe”, which won the Best Influencer Marketing category at the Grand One 2021 gala a few years ago, giving LGBTQ+ people space to be seen. The word diversity is now buzzing in the field of influencer marketing, and not without reason. Heterogeneous content no longer appeals to everyone, which is why diversity and diversity must be taken into account more than ever in the planning of influencer marketing. Larger brands, in particular, have the power and responsibility to represent diversity and highlight representatives of different minorities.

Taking minorities into account is also related to the accessibility of influencer content. The Web Accessibility Directive currently applies, for example, to public administration and most organisations, but the accessibility of social media and advertising is constantly under discussion. For example, adding subtitles to video content is an easy step towards more responsible influencer content.

3. Plan meaningful, authentic and transparent content

Meaningful and influential content continues to rise, and there is a need for a more genuine and opinionated approach to influencer collaborations. Together, a brand and an influencer can not only attract visitors to a new service or product, but also highlight socially and socially important themes.

Influencers are role models for their followers who are listened to and copied – which is why brands and influencers have a responsibility to build ecologically, socially and socially sustainable collaborations and campaigns.
Marking commercial collaborations is a big part of the responsibility of influencer marketing. Brands, influencers and followers alike need transparency, and consistent practices help both brands and influencers act responsibly. The FCCA’s policy on marking collaborations and Ping Helsinki’ s PING Ethics code are good examples of promoting more transparent and responsible influencer marketing.


Milla Pyyny

Copywriter/Content Planner


Milla is a content designer and a sharp-eyed writer/copywriter who masters audience-oriented planning and communication in different channels. She gets excited about stories, phenomena, and trends. In her free time, she enjoys good food, exercise, and traveling and savoring its atmosphere.