According to Wikipedia,
Influencer marketing (also influence marketing) is a form of marketing in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole.
Companies find this marketing type more challenging as brands need to consider the influencers carefully and find the perfect balance between holding the right platform of audiences’ trust and branding a product.
There are several elements to be aware of. Here are some of the mistakes that brands make with influencer marketing.
Too much product
This is one of the most common issue with infuencer marketing. Infuencers talk about their personal and work related matters with their followers and that is what keeping the audience engaged. But, brands do expect their products to be spoken more in a way that influencers compromise on their own personal reflections in order to live up to the brands’ standards.
This can effect in both the ways:
- This makes the influencer to change his/ her tone and their true content will be faded away eventually from their videos and blogs. In the long run, this can effect their follower count.
- It can decrease the relevance and the organic reach gained from using influencer platforms. Also, influencers will not be interested in participating the brand campaigns. Eventually, the influencer cannot influence the right audience.
Choosing the influencer reach is very important for brands. Just checking on the follower count doesn’t suffice the fact that your product can reach the right audience. Do look at the deeper stats such as average reach per post, follower base slit ratio around the world and engagement ratio.
This will give brands a much better idea of how good an influencer is at creating relevant content and engaging the users on social media channels.
Advertising rules differ from country to country. Putting sponsored brand ad at the bottom followed by 10 other hashtags may not be sufficient as the visibility rate will be low.
Don’t rush the brand campaign
Creating content i.e. relevant content takes time, even for influencers. In order to get the right collaboration with the influencers, understanding their schedule and briefing about product attributes is very important. Rushing the campaign will only pressurize the influencers into delivering something that affects the quality in a negative way.
So, what other mistakes do you think that brands make with influencer marketing. Do let me know in the comments section.