Influencer marketing has by this point became almost a necessary part of any full marketing strategy. But what are the biggest problems in quality execution?
By 2020, influencer and influencer marketing have already become a part of an established marketing vocabulary. Brands all around the world are now paying attention to and utilizing influencers to integrate their campaigns. In the past five or so years, influencer marketing has proven to be more effective than traditional forms of advertising. Its effectiveness is mostly due to it being new, exciting, unique, and, to an extent, personal, according to BrandChamp. But what happens when the campaign results are not what we expected them to be due to errors made in planning our campaign? Let’s take a look at what are some of the biggest errors a brand can make in preparing an influencer campaign and how to avoid said mistakes.
1. Choosing the wrong fit for your brand
Influencers with many followers and high-engagement rates are often seen more attractive to brands since more people will come across their posts or stories. But math is not so simple in the influencer world. For example, if an influencer with an environmentally conscious community promotes a beauty brand that tests their products on animals, it may cause a backlash with the audience or it just simply wouldn’t resonate with them as much as the brand would have hoped for. It is important to find influencers with congruent values to the brand for the campaign to have the best impact possible. This way, the brand receives exposure with new audiences and the influencer is able to provide content their followers appreciate. It is important to possibly take more time in a search for an influencer but to really find the right fit for your brand and its values. Once you find the right influencer, then you can take into account other metrics.
2- Focusing on quantity, not quality
As mentioned above, after finding the perfect fit for your brand, other factors come into play such as number of followers, engagement rates, number of likes, audience demographics … A common misconception with influencers is that number of followers and likes are the two key metrics you should be paying attention to in order to predict your campaign’s outcome. According to BrandChamp, brands should shift their focus from the number of followers to the quality of engagement influencers get from their audience. This helps brands avoid working with fraudulent influencers who artificially inflate their numbers, and also ensure that the campaign they are running is reaching the right audience. It is also important to know one size does not fit all with influencers. We can categorize influencers into three main categories:
- Nano-influencers are the newest category with their base ranging from 1,000 to 10,000 followers. Their network often demonstrates a high level of trust and engagement.
- Micro-influencers typically boast anywhere from 10,000 to 50,000 followers. They can be opinion leaders in their niche community.
- Celebrity influencers usually have more than 50,000 followers and are broader in their interests and content dissemination. Teaming up with a celebrity influencer will most likely come with a price tag.
3. Trying to steer influencers with content scripts
Many companies are used to working with traditional media and agencies. There the creative process is carefully managed by copywriters, creative directors, photographers, a production team and many others whereas influencer embodies all of these roles. The reason why they have such a strong community and a following base is because their content is unique, relevant and credible to their fans. They are the ones that built this community and therefore know their followers best. Brand can hurt its campaign by trying to control the content produced by the influencers too much. Brand must trust the influencer chosen to deliver the content that will best resonate with the target audience. Of course it makes sense to set out some basic guidelines, especially the context in which the product should not be presented, but other than that, let influencer’s creative juices go wild and let them create awesome content beyond your expectations.
Now that you know something about the dont’s and do’s when it comes to influencer marketing, it’s your time to get to business and create some memorable campaigns. If you want to learn about more useful information on how to successfully integrate influencers into your campaign, leave us an e-mail and we’ll keep you updated on all things important.
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