Artists often ask us, "should I give the influencers creative direction?".

The answer is: it depends, but we lean towards no.

This is for two main reasons:

1) Influencers know their audience better than anyone else. They'll create content that seems organic and resonates with them best.

2) The TikTok and Instagram algorithms are highly random. You could plan the best post ever with a ton of creative direction, and then it performs poorly. Or vice versa, you could post something random with no plan, and then it goes viral. It's almost impossible to inherently know what will work.

If you want to give creative direction, don't be too specific. Maybe send an example video of what you're looking for, or some high-level guidance. But overall, leave it up to the influencer to do what's best.