Over-scripting kills influencer trust — Tech content creator
By: Solomon Nartey Tetteh
Popular tech content creator Dessy Oceans has spoken out against brands that attempt to control the entire creative process when working with influencers, warning that over-scripted content often comes across as inauthentic and undermines audience trust.
As content creation becomes a crucial tool in today’s digital economy, many creators have expressed concern about being handed rigid scripts and detailed instructions that limit their creative input. This, they say, affects the originality and effectiveness of the final product.
In an interview on Business Breakfast on Zed, the tech content creator revealed that some brands approach influencers with fully scripted messages to be read verbatim in promotional videos—a practice he actively avoids, regardless of the financial offer.
According to him, the strength of any influencer lies in the relationship they’ve built with their audience through authenticity, tone, and personal expression.
“When creators are forced to read scripts word for word, their audience can tell. It sounds unnatural and disconnected, which can reduce the effectiveness of the message,” he said.
The tech content creator emphasized that while brands can share key talking points or highlight features, taking over the entire creative process strips content of its organic appeal. Allowing influencers the freedom to express genuine opinions creates more believable and relatable campaigns.
The content creator explained that he personally uses and tests any product before developing promotional content. If the product doesn’t meet his standards, he either requests changes or declines the project altogether.
“If I don’t believe in a product, I won’t talk about it. It’s that simple,” he stated.
The tech content creator believes this approach helps maintain the integrity of his content and the trust of his followers. He noted that his audience appreciates that he only shares personal experiences and honest opinions—not scripted promotions.
“They know I’m not trying to impose anything on them. I’m just offering my view,” he emphasised.
The content creator urges brands to collaborate with influencers without compromising the authenticity that makes them influential.
