Common Influencer Marketing Mistakes to Avoid

January 25, 2019 2:00 pm Published by Leave your thoughts

When done right, influencer marketing is arguably one of the most effective marketing tactics in e-commerce. It boasts a high ROI and you’ll get to amplify your brand to a much wider yet highly targeted audience.

It’s no surprise then that up to 80% of brands have either implemented influencer marketing or running it as a regular campaign. Though, just like any other marketing campaigns, it doesn’t always pan out the way brands want them to be.

There could be a thousand and one reasons, and this article is aimed to help you to make the most out of your campaign. Here are some of the most common influencer marketing mistakes and how you can avoid them:

 

  1. Confusing influencers with celebrity endorsements

Let’s get this straight – influencers are celebrities in their own right but they don’t always command the same type of influence compared to internationally famous Hollywood celebrity types. Social media influencers are in some ways a “famous friend” of their followers. They don’t necessarily need to have millions of fans, but they still command a great amount of influence. Even microinfluencers with merely thousands of followers.

 

  1. Focusing on follower count

Getting a famous influencer with tonnes of followers may be great for your brand, but the last thing you should do is to engage with an influencer solely on the basis of their follower count. Having a lot of followers is great but you need to also look at the influencer’s engagement rate. Are their followers highly engaged or their updates to their tens of thousands of followers barely get much reaction or comments? Buying likes and followers are pretty common among influencers, which makes it even more important for you to take a closer look at influencers that you’re planning to engage with. Follower count is important, though engagement rate is actually far more crucial to the success of your influencer marketing campaign.

 

  1. Running one-off campaigns

When you’re planning to run an influencer marketing campaign, it’ll be far more effective when you run it as a campaign over a period of time. Try to avoid one-off campaigns with separate influencers on an ad hoc basis. It makes it less effective and harder for you to track the success rate of an influencer. Instead, when you run the campaign over a few weeks or months, you’ll be able to see how well the influencer is doing and whether or not you’re really reaching out to the right audience.

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This post was written by Nina