3 Commonly Made Mistakes in Influencer Marketing
Influencer marketing and outreach is the ‘shiny object’ every marketer wishes to add in his/her kitty. Every brand worth its salt is jumping into the bandwagon, throwing caution to the winds and at the same time being unaware of some of the potential pitfalls. Influencer marketing works on collaboration between the brand and the influencer and is a 2 way street. We noticed that there have been many instances where the marketer tries to exercise more control or pursues it with unclear objectives which upsets the applecart. Here are some common influencer marketing mistakes we noticed:
Trying to Control the Creative
There’s a reason that they are called “influencers.” They connect with their followers on a whole other level that other marketing efforts failed to do. They speak to their followers with passion and authenticity which induces a sense of trust in their followers. Scott Disick is known for his crazy antics, and his collaboration with BOOTEA falls into the same category. This “copy paste” fiasco just goes to show that the creative should be ultimately created by the influencer themselves.
The content they share is essentially related to who they are as a person, which is why it’s important to pick influencers who match the personality of the brand. Truth is that most followers will take anything the influencers say as their own truth, that’s the kind of relationship influencers build with their audience.
So marketers shouldn’t micro-manage too much and control the creativity of the influencer. The most important thing a marketer can do is help the influencer understand their brand better and not dictate what they should do with their content.
The Influencer Doesn’t Fit Your Brand
When you look at only the popularity of the influencer and not the personality it can have a negative effect on the message you’re trying to put out. The influencer should align with your brand, and the product you want them to promote. So likewise, when you look at a pin-up model like Katie Price, you wouldn’t think of her collaborating with anything finance related right? Wrong. This is a classic example of how an influencer doesn’t fit the brand.
Her collaboration with Snickers also ran under hot water, as it was construed as misleading advertising.
Each influencer has a different following. It’s imperative to understand the audience the influencer caters to and see if this overlaps with your clients’ profile. A classic yet memorable example would be Kim Kardashian’s stint with a morning sickness drug, which was very unusual of Kim to post. Her post got criticism from an unlikely audience – the FDA as she was asked to include the side effects of the drug that she had not previously posted.
It’s important that marketers look at the engagement just as much as they look at the reach.
Just having any person with a large following sharing content will not get the most effective results. The focus should be more on influencers who can create meaningful engagements with the right audience for your brand. Ideally marketers should reach out to influencers who have a connection between the influencer’s values and their own values.
Failure to cultivate a relationship
Marketers should look at their relationship with influencers as collaboration rather than just a business deal, this way they get the best content. This can be done by having a dynamic relationship with the influencers where their inputs are taken for the campaign, give them room for creativity on the content they produce and make them feel as an equal. Not only will creating a positive and engaging relationship with influencers produce better content, it’ll also make them more inclined to join future campaigns.
Jio, was a case that didn’t take advantage of it’s influencers and would rather have them repost the same message, I guess they went with quantity over quality.
Influencer marketing is a modern day tactic that can work wonders, if approached tactfully and judiciously. What works for one brand may not work for another. Brands need to avoid a myopic and callous approach for them to reap rich dividends. We’d love to have you visit some of our notable work in the ‘space’ of influencers and key opinion leaders, especially for OnePlus 3T Midnight Launch.