How Many of These 6 Influencer Marketing Mistakes Have You Made?
All the ways this can go wrong
Everyone has an opinion on influencers. Love or hate them, there’s a good chance you’ll be working with them (if you aren’t already) as our world goes increasingly digital and social media continues as a driver of growing brands and bottom lines.
We’ve offered influencer marketing more-or-less since the beginning of time and have followed its evolution over the years. From changing algorithms and regulations to new channels and the never-ending question of organic vs. paid, there is a lot to know. And that’s exactly why this month we’re sharing common mistakes made when working with influencers.
Let’s dive in:
Targeting the wrong influencers. You can’t expect growth if you’re inviting a mom-fluencer who loves DIY kids’ crafts to the opening of an upscale, cocktail-driven hotel bar - even if she does live in the same city and has a hundred thousand followers. The majority of her followers aren’t your your target audience. Instead, match the brand of your biz to the vibe of your influencer.
Assuming authenticity. Bots and bought followers abound on Instagram and often make accounts look more influential than they are. Confirm actual influence by (1) counting the likes they’ve received on several recent posts, which should correlate with their follower count (2) checking if those accounts that left “likes” seem legit vs. spam or fake accounts (3) reviewing their followers and determining if they look like real humans, and (4) reviewing their comments. An influencer might routinely receive 50+ comments on posts, but are they from bots or are they instances of meaningful engagement? These are simple yet important things to look for.
Aiming for mega-influencers. Bigger isn’t always better. Most large influencers come with massive advertising price tags. And, big influencers often boast lower engagement rates and may not be niche enough to reach your target audience. If you’re seeking collaborations that will reach super targeted and highly engaged audiences, consider working with micro and nano-influencers (learn more about that in our last blog post). And really, no small or medium business needs to spend thousands for a paid Instagram post. There are much better ways to spend marketing dollars, no matter your budget.
Not having a clear agreement. Both parties need to know what is being agreed to including what type and amount of social media content is expected, if specific messaging in captions (or in videos) is required, if there is a starting date or deadline for publishing content, if the post will live in perpetuity or temporarily, and if an exchange of visual assets like photos or videos will be involved. In sum, always provide a clear outline of what you’re willing to offer in exchange for what you are asking for. Without goals and guidelines, you’re practically asking to fail.
Reaching out at the last minute. Most influencers are bombarded with offers and have social media content calendars planned out weeks in advance. That’s not to say they can’t sneak you in, but if your campaign is time sensitive you’ll need to convey this early on to see if your ask is doable on their end. Similarly, sending invitations to in-person experiences should take place fairly far in advance, as many have busy social calendars (and day jobs and families) and it could be a while before they can visit.
Expecting immediate results. Sometimes this happens, but most often influencer marketing is like all other marketing: it takes time and consistency to see results. I often say that when a client begins public relations and marketing efforts they are “planting a seed” and it is only with continued attention that seeds can grow into big trees that customers want to climb (or something like that). Whether you’re seeking more sales, investors, donations, event attendees or simply more social media cred, remember that good things take time.
Have you royally flubbed influencer outreach? Contact Contour PR + Social to ensure better luck next time.