You just spent $50,000 promoting a gorgeous brand video across all your campaigns.
It flopped.
Meanwhile, that raw iPhone video from a micro-influencer you almost didn't run? It's driving 40% of your revenue.
Welcome to the creative authenticity paradox.
The Trust Spectrum
Your audience doesn't experience all creative equally:
High Trust: Friend's recommendation, user review, unboxing video Medium Trust: Professional content, brand storytelling, expert endorsement
Low Trust: Obviously branded content, sales-heavy messaging, stock imagery
The closer your creative feels to the "high trust" end, the better it performs.
When to Use Influencer Creative
🎯 Top of Funnel (Cold Audiences)
People don't trust your brand yet
Influencer acts as a trusted intermediary
Focus on authentic product integration
Performance goal: Awareness and consideration
🎯 Skeptical Product Categories
Supplements, skincare, weight loss
Health claims need third-party validation
Real results from real people
Performance goal: Credibility building
Example influencer creative for Nike Golf.
When to Use Brand Creative
🎯 Bottom of Funnel (Warm Audiences)
People already know your brand
Professional content reinforces quality
Focus on conversion optimization
Performance goal: Sales and retention
🎯 Premium Positioning
Luxury or high-end products
Brand creative reinforces value perception
Professional quality signals premium experience
Performance goal: Margin protection
An example of brand creative for Nike Golf.
The Hybrid Strategy
The highest-performing accounts don't choose sides—they blend both:
Influencer creative for the hook (authenticity)
Brand overlay for the close (professionalism)
User content for proof (social validation)
The Creative Authenticity Test
Before launching any creative, ask: "Would I believe this if I saw it in my feed?"
If it feels like an ad, it probably won't perform like organic content.
Your turn: What percentage of your creative budget goes to influencer vs. brand content?
