Do you know what the most common Influencer Marketing mistakes are? Digital Marketing has evolved over time, and in recent years the discipline of Influencer Marketing has become very important. Thanks to these profiles, companies can promote themselves in an original and novel way where social networks play a central role.
However, there are some mistakes in Influencer Marketing that must be avoided to be successful. The fact that this area of marketing has become so popular has to do with the rise of social networks, streaming platforms, etc. in recent years.
This strategy is very positive for all that these personas offer to customers. Keep in mind that they have high power to influence audiences through their content and actions. Therefore, they are important in terms of the degree of conviction they offer customers of a given brand.
However, with that power comes a great responsibility on their shoulders. Influencer marketing mistakes are more common than they seem. In the blink of an eye, all the work done with years of effort can fall apart with poor implementation. One must always be careful about the message and tone in which information is conveyed.
The importance of choosing the right profile
Influencer marketing is a new marketing strategy that consists of various collaborations between companies and brands with people with a lot of visibility and prominence on the Internet and social networks: influencers. In other words, they are like celebrities on social media.
The growth of the Internet and social networks has led to an increase in these profiles, and companies are willing to collaborate with them. Influencers have a lot of charisma and can capture people’s attention with ease. Some have thousands of followers and others even millions.
In other words, they are real diamonds in the rough for brands, but not everything is rosy. Many of these influencers can make mistakes, give the wrong message or be unclear in conveying an idea. These are often the most common influencer marketing mistakes, but there are many others.
Therefore, finding the right profile that correctly represents brand values is critical when working on these types of strategies. If the influencer’s values are not aligned with the brand, they are unlikely to have credibility with the audience.
Benefits of influencer marketing
There are many benefits to having an Influencer Marketing strategy, and among the most important are the following:
You can increase the brand’s positive messages to the audience or target audience.
More conversation is generated in social networks about a brand’s content, products and services.
Traffic grows to the brand’s website or its landing page.
Influencers are highly followed and have a great ability to persuade their audience.
If designed, created and launched correctly, an Influencer Marketing campaign will not be very expensive for the brand.
The brand gains in reputation, prestige and positioning in the minds of consumers.
8 mistakes in Influencer Marketing to avoid in a strategy
There are several mistakes in Influencer Marketing that are quite common and should be avoided for best results. Although the use of influencers is highly credited as a very profitable strategy, the truth is that it requires a lot of planning.
In terms of visibility, reach and engagement for a brand, influencer marketing is outstanding. But, as mentioned earlier, the key thing is to find the ideal influencer. Although there are many other mistakes to be aware of.
1.- Improvising in influencer marketing
If you want to get maximum results, improvising in the world of digital marketing is not a good option. Like any marketing strategy, this type of action must have an established plan that will reduce mistakes in Influencer Marketing. It is essential to take into consideration key, measurable and achievable goals.
There are many factors that must be taken into consideration to make good use of an influencer campaign. It all starts with choosing a good influencer who can convey the message of the product.
Audience behavior is also very important at this point. Select the medium in which the message will be conveyed, the frequency of the message, etc. Every detail of the campaign must be planned so that there are no mistakes in Influencer Marketing.
2.- Select influencers based on the number of followers they have
One of the most common mistakes in Influencer Marketing is thinking that the more followers a profile has, the better the result of a marketing campaign will be. This is totally false; although you may think that you will reach a much larger number of people, this gives no guarantee of success.
The priority for selecting the right influencer should be the level of authority you have with your followers, your engagement and trust with them. It is common to find influencers with fewer followers, but with a greater response to CTA than an influencer with millions of followers.
3.- Working with influencers who are not in line with the brand.
Influencers are seen by their followers as a renowned figure and offer trust to their entire audience. Their word is almost sacred, but the truth is that this can become one of the mistakes of Influencer Marketing. You must have a study of the brand’s niche market, from there, select the most aligned influencers.
In this way, followers can receive a clear and concise message, as customers see the influencer as someone who knows everything about the product or service they offer and, at the same time, can make a sincere recommendation.
4.- Applying strategies just to sell: mistakes in Influencer Marketing
Although sales is the ultimate goal of an Influencer Marketing strategy, it can be considered one of the most common Influencer Marketing mistakes. These types of campaigns are the ones that followers or customers want to avoid at all costs, so it is a double-edged sword.
The best thing to do with an Influencer Marketing campaign is to rethink the proposed objectives, and have the ultimate goal of evaluating the company in the minds of consumers to gain recognition instead of direct sales.
5.- Not considering the legal effects
This is another of the mistakes of Influencer Marketing. Not officially hiring an influencer can end up breaking the working relationship. It is best to put everything in writing before starting to have a relationship between the company and the influencer. A professional approach is key.
When approaching the influencer, everything should be done in a serious and professional manner. This will improve the relationship and the work done by both parties in achieving the end goals.
6.- Do not measure the results achieved
Any strategy or campaign must be evaluated. This will let you know where to improve, where to apply all resources, and where to focus on future campaigns. Measuring an influencer’s behavior and performance is good to continue or not with the working relationship.
When working with an influencer, you need to measure the following aspects:
Brand recognition, average traffic of website visits, and traffic on different platforms. For example: videos, posts and links.
Follower engagement which measures the comments and likes produced by followers of said influencer.
CTAs that have to do with how many downloads were made of a product.
Conversions from followers to sales-measures the amount of sales that were made after the influencer’s campaign was run.
Customer loyalty-measures the customer’s engagement with the brand, interactions with the products or services it offers.
7.- Having control of the content
The brand must impose a set of minimum requirements that the influencer must convey in their message, but the truth is that one of the most common mistakes in Influencer Marketing is not making the latter work. At the end of the day, they are the ones who have the commanding voice when conveying or not conveying a message.
The content must adhere to certain factors set by the brand, but the creative process must be entirely on the influencer’s part. Interfering with this process can be counterintuitive. In the end, it is the influencer who knows the brand, the audience and how to reach them most effectively.
8.- Do not study how the influencer has performed with other previous brands.
An influencer is a worker who has had the opportunity to work with other brands. Therefore, it is useful to know how he/she worked, whether he/she had any rewards in sales, marketing, etc. Profile credibility is very important to avoid mistakes in Influencer Marketing.
If an influencer constantly appears with different commercial brands, it means that his interest is not true as an ambassador of a company and he is only doing it for a financial interest. This can affect future work for the brand and the influencer.
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