Top Influencer Marketing Fails & How to Avoid Them
Influencer marketing is the hot spot of marketing right now. It’s a great way to generate exposure for your brand or a specific campaign on social media. Many of today’s top influencers have reached celebrity status among their followers. So much so they are considered to be aspirational figures to their followers who want to emulate what they do, where they go to eat, shop or play.
But just like any collaboration there’s a right way and wrong way to do it. Below are some tips on how to avoid the top influencer marketing fails.
Tunnel Vision – focusing on just the audience reach of the influencer and not the engagement is a big no-no. Most often its a numbers game and the influencer with the highest audience reach is typically the most desirable. But some influencers boost their followers and have low engagement rates. You want to find an influencer that is a fit with the brand, has an impressive audience reach and high engagement. Because if their followers are artificial and not your target consumer then you won’t realize your full potential ROI.
No Clear Vision/Strategy – lack of communication is the kiss of death for any collaboration. That’s why it’s important from the get-go to share your vision and establish your communications goals with the influencer to ensure it fits with their style and brand. Be sure to also set deliverables and deadlines. This will help to ensure everyone is on the same page and that it’s a mutually beneficial (and successful!) collaboration for both parties.
Lackluster Content – To increase engagement, you need to provide engaging content that will draw in the influencer’s followers and have them #wanting #needing your product. When starting the process, take a step back and see what the influencer’s followers are responding to the most. Is it how-to-videos? Aspirational posts? Insta-stories? C&C’s award-winning influencer marketing campaign for L’Oréal Paris’ Revitalift Bright Reveal skincare launch provided engaging content that resonated with followers and got them going to their local drugstore to get the new product. The campaign focused on pairing top lifestyle and beauty influencers with the brand’s consulting dermatologist for a number of Facebook Live videos. These highly interactive and content-driven videos addressed the influencer’s and their follower’s top skincare woes and fixes – and dispelled the top trending skincare myths.
Being Shady – The newly released Influencer Marketing Disclosure Guidelines by Ad Standards calls for total transparency. This is the result of consumer’s desire for more authentic social media posts that clearly outline which ones are paid and which ones are organic. Now more than ever its important for any influencer marketing initiatives to be clearly labeled as #ad #partner or #sponsored. Trying to get around this could result in a potential backlash from followers (aka potential customers) against the brand.
Discounting Micro-Influencers – Ok – so they may not have the highest reach. But there are some real benefits to collaborating with micro-influencers. Typically micro-influencers have stronger connections with their followers and are perceived to be more authentic resulting in higher engagement rates. Plus they can be more cost-effective to collaborate with. Recently C&C targeted both lifestyle and foodie micro-influencers and higher reaching influencers for new menu launches for the following clients – Bier Markt, Fionn MacCool’s, Milestones and Montana’s. These campaigns proved to be highly engaging and successful influencer marketing campaigns as we were able to tap into key demographics to increase visibility for the new menu offerings and most importantly, traffic into the restaurants.
Using Exposure as a Bargaining Chip – if you do your homework you’ll see one of the top pet peeves among influencers is the offer for exposure or products in exchange for a free post. Just like us, influencers have expenses and last time we checked exposure doesn’t cover those pesky monthly bills. So always treat influencers the way you would want to be treated in any business transaction. Remember influencers are social (hello… word-of-mouth!) so you don’t want to get a bad reputation of being the brand that doesn’t respect what influencers do and deter them from wanting to work with you in the future.
By avoiding these faux pas your next influencer marketing campaign will be a much more successful one – right from the start!