South Africa, Oct. 20 -- The influencer had posted content about the brand, seemingly hoping to build a relationship and secure a partnership. The post criticised the brand for being "tone-deaf" by not responding. Eventually, the influencer shifted focus to another motor brand, which rewarded her efforts with an experience-based partnership.

While some might see this as a missed opportunity for the first brand, I viewed the situation differently. The assumption that every brand must respond to unsolicited influencer content feels forced. It's important to remember that not all influencer content is created equal. Brands that intentionally choose not to affiliate with or decline partnerships that don't align with their positioning are not...