Influencer marketing is a new trend and it is currently showing no signs of slowing down. It is all about connecting with your target audience through influential people in their niche. It is an authentic way to connect with your consumer. But lately, this marketing form has been under a lot of criticism and scrutiny. Over the past few months, there have been a lot of influencer scandals. Many brands are losing their trust in influencer marketing and wondering if they should still be investing in this marketing method.
Well, the truth is that though it is plagued with some issues when influencer marketing is used properly it can be very effective. It has the ability to reach your target audience and create a greater impact than traditional advertising methods. On this post, we would be discussing some of the biggest mistakes brands make with this marketing method. By reading through this you can learn how to run effective influencer campaigns.
Choosing the Wrong Influencers
A major problem with influencer marketing is choosing the wrong influencers. Brands are too reliant on data-based metrics. They treat choosing an influencer as simple media buying, so they rely on data like the number of followers, engagement rates and views. But choosing an influencer is more than that, there are more important factors to consider. These factors include interest, market segment, character, self-image and creativity. To avoid choosing the wrong influencer to represent your brands, treat the selection process as a normal job interview. Do a background check, check their online reputation and look at the history working with other brands.
Lacking a Detailed Campaign Plan
Many brands don’t treat influencer marketing campaigns like other marketing campaigns. But it shouldn’t be treated too differently, like any other campaign, you need a campaign plan. Measurable and realistic goals need to be set and there has to be a plan established on how to achieve these goals. Having a detailed campaign plan will give the campaign a sense of purpose and navigation. Also, brands should share the creative load with the influencers on how to best communicate with the target audience. Many times brands leave the responsibility to the influencers and that’s how misrepresentations occur.
Lack of diversification
Another major mistakes brands make is sticking to one influencer. Brands should work with multiple influencers, they don’t all have to be major influencers. They can work with micro or nano influencers who resonate with specific audiences and simultaneously reach scale. By working with multiple influencers, brands can reduce their risk if one influencer becomes a threat to the brand image.