What to Avoid with Influencer Marketing

What to Avoid with Influencer Marketing Ten years ago, influencer marketing was primarily dominated by celebrities and a small group of committed bloggers. However, today, social media influencers have emerged and flooded the market. Despite the varying sizes of their followings, these influencers have a significant impact. Their close-knit communities foster genuine connections, resulting in increased trust and engagement. Nevertheless, collaborating with digital creators and influencers requires a well-defined approach for brands to navigate successfully. Fortunately, we’re here to provide you with a comprehensive guide to help you make sense of it all. Continue reading for valuable insights on crafting an effective influencer marketing strategy, common mistakes to avoid, and more. Understanding Influencer Marketing In its essence, influencer marketing refers to a form of social media marketing that leverages endorsements and product mentions from influential individuals—those who possess a dedicated social following and are recognized as authorities in their respective fields. The effectiveness of influencer marketing stems from the substantial level of trust that social influencers have established with their audience. When these influencers recommend a brand or product, it acts as a powerful form of social proof, influencing the purchasing decisions of potential customers. The Power of Influencer Marketing With 56% of young Americans making a purchase based on a post from someone they follow, influencer marketing has emerged as an incredibly potent tool for brands. The industry report also delves into the sentiments of marketers regarding influencer collaborations in the coming year. Of those surveyed, 83% affirmed that influencer marketing is an effective form of promotion. Additionally, the report revealed that 67% of marketers plan to increase their budgets for influencer marketing in 2023. Now that we have an understanding of the industry’s current state, let’s explore some common challenges that marketers often encounter when navigating the realm of influencer marketing. Avoiding Influencer Marketing Mistakes Influencer marketing can yield significant rewards when executed correctly. To ensure smooth influencer collaborations and achieve successful campaign outcomes, it’s important to steer clear of potential pitfalls. Here are some mistakes to avoid: Failing to define clear KPIs Before diving into influencer marketing, it’s crucial to understand the purpose and objectives of your campaign. Clear goals and key performance indicators (KPIs) are essential for success. Consider the following benefits of setting goals in advance: Choosing the right influencers: Clearly defined goals help you identify influencers who possess the specific qualities and characteristics necessary to achieve desired outcomes. For instance, if your goal is to increase brand awareness, focus on influencers who have a strong presence within your niche. Defining and measuring success: Determine what success means for your campaign. Is it based on impressions, post engagement, or website traffic? Clearly define the KPIs and metrics to track during and after the campaign, enabling you to evaluate its performance effectively. Staying on track: When you have clear goals in mind, it would be easy for not just your brand but also influencers to work towards your purpose. Having clear and effective communication and feedback would save both parties a lot of time. . Holding influencers accountable: By establishing clear expectations and performance benchmarks, influencers understand their responsibilities. They will focus on creating content that aligns with the goals, thereby driving the desired results. Avoiding the mistake of neglecting clear goals and KPIs sets the foundation for a successful influencer marketing campaign. Not Emphasizing Engagement over Follower Count Don’t make the mistake of prioritizing follower count over engagement when selecting influencers. Having a large number of followers doesn’t guarantee meaningful engagement. It’s possible for an influencer to have millions of followers who passively consume content without actively engaging. Instead, focus on partnering with influencers who have an engaged and devoted audience. A handful of followers who trust and actively interact with the influencer can be more valuable to your brand than a large number of indifferent followers who are unlikely to convert into customers. To assess an influencer’s level of engagement, consider the following factors: Engagement metrics: Look at the influencer’s engagement rate, such as likes, comments, and shares on their posts. This provides insights into how actively their audience interacts with the content. Comments and interactions: Evaluate the quality and depth of the comments and interactions on the influencer’s posts. Meaningful conversations and genuine connections indicate a strong level of engagement. Past results: Research the influencer’s track record by examining their previous collaborations with other brands. Analyze the success and impact they have achieved for those brands to gauge their level of influence and likeability. By prioritizing engagement over follower count, you increase the likelihood of partnering with influencers who can authentically connect with their audience and drive meaningful results for your brand. Not Doing Enough Research on Influencers Neglecting to thoroughly research influencers can result in wasted time and money for your business. Surprisingly, research indicates that 72% of businesses handle influencer campaigns in-house due to concerns about fake influencers and subpar outcomes. Fortunately, there’s a simple solution: do your homework before entering into a partnership. Take the time to vet influencers to ensure they align with your brand’s vision and complement its personality. Here are key areas to investigate when researching influencers for your brand: Audience demographics: Study the influencer’s follower base to ensure your campaign reaches the right audience. Analyze factors such as age, gender, location, and interests (e.g., millennial women) to determine if they are likely to become your customers. Interactions, voice, and content: Assess the influencer’s engagement rate, tone of voice, and the type of content they create. For example, if you want to portay a playful and casual image, you would like to partner with influencers who do the same. Partnering with influencers that are more business oriented might not be the best fit for your brand. Authenticity and influence: Forced partnerships can come across as insincere and harm both your campaign and brand image. In fact, authenticity is the most important trait for users when deciding to follow an influencer on social media. Collaborate with influencers who genuinely love your brand and products. Their followers trust them for a reason, and you don’t want your brand to compromise their (and your) credibility. Experience with branded content: Investigate whether the influencer has worked with other brands in the past, including potential competitors. Scrutinize their content carefully to identify any red flags and assess the value they can provide. By conducting thorough research, you can ensure that the influencers you partner with are the right fit for your brand, maximizing the potential success of your influencer marketing efforts. Not Crafting Briefs for Influencer Marketing Creating well-constructed briefs is crucial for maximizing the impact of your influencer marketing campaigns. A comprehensive brief provides influencers with the necessary information and resources to effectively represent your brand while maintaining their creative freedom. Here are the essential components to include in your brief: Campaign Goal: Clearly state the main objective of your campaign and what you aim to achieve through the influencer collaboration. Company Background: Provide a brief overview of your company, including your brand identity and the products or services you offer. Product Highlights: Highlight the key benefits, features, and unique selling points of your product or service. Target Audience: Describe your target audience, including relevant demographics and psychographics. If available, share an audience persona to provide influencers with a deeper understanding of who they should be speaking to. Budget and Timeline: Outline the budget allocated for the campaign and specify any time constraints or deadlines. Brand Assets: If you want the influencer to incorporate your brand’s visual elements, such as logo, colors, or fonts, provide them with the necessary assets. Content Guidelines: Communicate any specific requirements or restrictions for the content. For instance, if you are an eco-friendly brand, emphasize the importance of sustainability and request that the influencer avoids featuring plastic or other environmentally harmful materials. It’s also crucial to inform influencers about any words, themes, or concepts to avoid in their content. This ensures alignment with your brand values and messaging. By providing a well-structured brief, you empower influencers to create content that resonates with their audience while effectively promoting your brand. No Space for Influencer Creativity While it’s important to provide guidance, it’s equally crucial to allow influencers the creative freedom they need to connect authentically with their audience. Avoid being overly restrictive in your guidelines. Instead of dictating every word and action, trust the influencer’s expertise in creating content that resonates with their audience. Overly scripted content can come across as inauthentic and may not resonate with the influencer’s followers. Some brands make the mistake of micro-managing the content creation process. This can involve excessive review and revision cycles, stifling the influencer’s creativity. Instead, give influencers the space to infuse their personal touch and creativity into the content. Remember, influencers have built a loyal following because of their unique voice and style. Supporting them with the necessary resources and guidelines will help them create content that aligns with your brand while staying true to their audience’s expectations. By striking the right balance between guidance and creative freedom, you can foster a collaborative relationship that produces engaging and authentic influencer content. Not Setting Clear Expectations from the Start Establishing clear expectations upfront is crucial for a successful influencer collaboration. It sets the foundation for a smooth and productive campaign that aligns with your goals. Here are some key areas to address: Timeline and deliverables: Define the campaign timeline, including start and end dates, and communicate any specific deadlines for content submission and publication. Clearly outline the expected deliverables, such as the number of posts, stories, or videos the influencer needs to create. Payment and terms: Agree on the payment structure, whether it’s a one-time fee, an ongoing retainer, or performance-based compensation. Discuss the payment schedule, including any milestones or conditions that trigger payment. It’s also important to clarify any additional terms, such as bonuses for exceptional performance or penalties for missed deadlines. Content guidelines and brand alignment: Provide clear guidance on content expectations, including any specific messaging or themes you want the influencer to incorporate. Communicate your brand’s values, tone, and aesthetic, ensuring that the influencer’s content aligns with your brand image. Usage rights and exclusivity: Discuss the rights and permissions related to the content created during the campaign. Specify whether you have exclusive rights to the content or if the influencer can repurpose it on their own channels. Additionally, clarify any restrictions on working with competitors during and after the campaign. By setting expectations upfront, both you and the influencer are on the same page, minimizing misunderstandings and maximizing the chances of a successful collaboration. Not Measuring the Impact Influencer marketing goes beyond immediate sales and revenue. Focusing solely on conversions can lead to overlooking the true value of your campaigns. Consider these alternative metrics when evaluating campaign impact: Engagement metrics: Assess likes, comments, and shares to gauge the resonance and interaction of the influencer’s content with the audience. Higher engagement indicates a stronger connection and interest in your brand. Brand awareness metrics: Measure views, clicks, and website traffic driven by the influencer’s content to evaluate the campaign’s reach and audience interest. This data reflects how well your brand is being exposed to a wider audience. Follower growth: Monitor the growth of your brand’s followers during and after the campaign to assess the influencer’s impact on brand visibility and audience expansion. A significant increase in followers indicates an effective collaboration. Inbound leads: Track the number of inquiries, messages, or sign-ups your brand receives during the campaign to understand its impact on generating inbound leads. Increased engagement and interest can lead to more potential customers. By considering these metrics, you gain a comprehensive understanding of the overall impact of your influencer marketing efforts. This broader perspective allows you to assess brand exposure, audience engagement, and potential long-term benefits beyond immediate conversions. Final Popstar Tip Infleuncer marketing is a great tool for brands to be able to reach their target audience. By avoiding common mistakes, setting clear goals, prioritizing engagement, conducting thorough research, providing effective briefs, allowing creative freedom, setting clear expectations, and measuring impact beyond conversions, brands can navigate this landscape successfully. Embracing influencer marketing with strategy and care opens the door to valuable connections, wider reach, and marketing success. Send us a message  or contact our Team at  contact@pop-star.me  for more information on how PopStar can help you boost your influencer marketing here in the Philippines.