4 things to avoid when doing influencer marketing
Influencer marketing isn’t a brand-new phenomenon anymore. By many, it isn’t even considered “new” at all. Even though influencer marketing is more of a rule than an exception when it comes to marketing strategies, there are still a lot of people and companies out there that clearly don’t have a clue of what they’re doing. I know, I’ve seen it all. And hey, believe me, I’ve made a couple of these mistakes myself. The important thing is to learn from your mistakes. Or even better, learn from other’s. That is why I’ve compiled this list of 4 points to avoid when doing influencer marketing.
Choosing wrong influencers
This may sound obvious, and yeah, maybe it is. Which makes it even worse if you fail with this particular point. I can’t stress this enough. If you don’t collaborate with influencers who matches your brand, values, target group etc. your campaigns willl not reach their full potential.
So, in order to avoid this mistake, I have some easy to follow tips and tricks. First of all, know who your customers are! If you don’t know your target group, it’s going to be a tough one to figure out which influencers that will appeal to them the most. Demographics are so important, not only in influencer marketing, but particularly in influencer marketing. And I guess that you already have gathered some information about your target group, or at least have a clue about who your customers are. However, what are you going to do with this information?
Here’s when Collabs come in to the picture. One of the tools we’ve created will solve this problem for you in no time – it’s called Discover. We’ve collected a database containing over 5 000 000+ influencers worldwide. All of these influencers are available for you to contact and collaborate with. The only thing you have to do is to enter the specific credentials and details that you’re looking for. Collabs will then automatically generate influencers that matches your campaign and display their audience insights and engagement rate. You won’t even have to lift a finger! Well, ok, maybe a few fingers. A few times. However, that’s all. Then the job is done!
To summarize, the importance of collaborating with the right influencers can’t be stressed enough. The influencer will represent your brand, and why would you settle with someone who doesn’t represent your values, your products and your company in the best way possible? Usually, this takes some time, however, with Collabs the work will be done in no time.
2. Forgetting to double check
If you think that content review is a waste of time, you’ve probably not been in the business long enough. All of us who has some sort of experience within the field can confirm that reviewing the influencers content before they publish it will save you time instead of taking it.
Influencer marketing is all about making a good impression that resonates well with the end customer and eventually converts in to sales. If the pictures are somewhat blurry or if the captions have a couple of misspellings, you won’t make a good impression. That’s basic common sense. So, due to the fact that we’re all human beings, we will make these kinds of mistakes. Everyone does it. The trick is to not to show it. Your final product should be flawless. No team is stronger than its weakest link, and in the same way, no Instagram feed is stronger than its weakest post.
It’s time consuming and somewhat difficult to execute this manually, especially if you’re managing a campaign with 20+ influencer. However, thanks to Collabs you can preview the influencers posts before they publish. In that way, you can easily detect and edit any sorts of mistakes before it’s too late. This is really a savior in a lot of aspects. You won’t ruin your conversion rates or reputation and you will save a lot of time. And as we all know, time is money. So don’t be cheap about this, it will only cost you more money in the future.
3. Boss around with the influencer
One major thing that some companies still have trouble to understand is somewhat the actual core of influencer marketing. There are of course many reasons why brands leverage influencer marketing. If you’re new to influencer marketing you may think that the only thing that matters is to reach out to a huge number of followers. If so, you still have a lot to learn. In order to become more advanced and understand the different aspects, consequences and effects that can follow from a certain influencer collaboration, you need to dig deeper into the subject. When using influencers in your marketing campaigns, you’re also stating the fact that you stand for the same values. This is something that most companies tend to miss out on. If it’s used in the right way, the influencer will embody everything the brand or product stands for. This can be used in order to achieve synergy effects as the message just won’t show in the caption or picture but in the very sense of how the influencer express overall. When you reach that natural symbiosis between the brand and the influencer you’re on the right track. The influencer shouldn’t just promote the brand, the influencer should live the brand - in their own way.
So, how do you achieve this? It’s quite easy actually. Trust the influencer. Don’t decide how their posts should look like in detail. If you do, it won’t turn out to be a genuine and true post as this will rather look like some sort of commercial propaganda, and affect the end results negatively. Instead, give the influencer some guidelines. The guidelines should contain a framework of the most important details such as mood boards, inspiration and so on. However, the influencer should be able to create his own content within this framework. It will resonate better with the customer when it appear to be genuine content from the influencer rather than some company just trying to expose their product in a forced way.
Trust me, I’ve seen a lot of things during my time as an influencer, and there are some nightmare examples. When you feel like some sort of billboard instead of a human being, you know something’s wrong. Influencers often reach their massive numbers of followers thanks to their creativity. Don’t underestimate that. Use that asset instead!
4. Not understanding true engagement rate
Last, but definitely not least - do your homework in time. Unfortunately, there are way too many examples of companies that have collaborated with influencers that doesn’t give the wished results. This is often due to the fact that the research and analysis of the influencer have been scant. A common rookie mistake is to just stare at the number of followers someone have. A high number of followers doesn’t have to be a good thing. At least not if the true engagement rate is low.
A simple way of calculating the engagement rate is by dividing the sum of likes and comments with the number of followers. Then you multiply this number by 100 and you’ll get an estimated percentage of how many of their followers actually engage with the influencers content. In that way you can see how many people that actually care about, and take note of, what the influencer publishes. However, this may not always have to give a good picture of the situation either. A good compliment to this is to do spot-checks on a few of the influencers posts, especially their sponsored ones. In this way, you will also see if there’s a lot of comments and what the comments look like. This is a very easy and convenient way to discover whether the influencer has a lot of fake followers or if they are part of large engagement group. Staging engagement for tricking the algorithms and brands is a classic way for influencers to appear more popular than they actually are. Unfortunately, there are way too many influencers out there who’s built their career on fake followers. These influencers may look successful and popular but won’t give you any conversion rates whatsoever. Pay attention to the actual engagement and not just the formulas and metrics.
So, there you go! Just a few tips to make your life easier. I hope that you’ve learned something new and that you can thrive and prosper in a different way after reading this. Even though all of this may seem obvious it’s still crucial for your influencer marketing campaign. All in all, when used correctly, influencer marketing can be an efficient way of increasing profit, reaching out to new customers, and expanding your market.