Unlike online advertising or SEO, both of which are almost as old as the Internet, Influencer Marketing is a relatively new channel for online marketing, and many companies are starting to become interested in it. If you are one of them, here are the 6 most common mistakes which can be made in the area. Thanks to this article, you will avoid them and maximize your next campaign’ chances of success!
Mistake 1: Focusing exclusively on Instagram
This is the most common mistake: believing that Influencer Marketing is synonymous with Instagram. In fact, a large part of company budgets is dedicated to the photo-sharing social network. The competition is therefore fierce, and the platform is close to an overdose of advertising. Some instagrammers publish sponsored content every second day, and their audience is beginning to question more and more the authenticity of all these recommendations.
Influencers in the broad sense are opinion leaders who can, among other things, get their audience to make purchases. They can be found not only on other networks like Youtube or Twitter, but also on blogs. What’s more, with these influencers being less inundated with proposals, your partnership is more likely to receive positive feedback from their followers.
We’d just like to mention that if you want to deal with the most influential blogs in your field, getfluence.com‘s online networking platform is your ally. And to find out more, check out our latest article on the topic: How to identify and work with influential blogs.
Mistake 2: Considering only the major influencers
Many marketers are striving to partner with the biggest influencers in their field. “Mega-influencers” charge a fortune for any partnership. And they are beset with proposals. Even if you manage to make a deal, it’s not sure that your offer will stand out among all the sponsored products and services on the star influencer’s content feed.
Depending on the purpose of your campaign, it may be wise to use micro-influencers (less than 100,000 subscribers). The partnership will be less expensive and will offer up to 60% higher engagement rates. In addition, they will often be more creative than the sometimes less blasé than mega-influencers…
Mistake 3: Imposing excessive brand guidelines
If you want to maximize your communication and don’t accept any infringements, even anecdotal, on your brand guidelines, then Influencer Marketing may not be appropriate for your brand.
Drawing red lines, trying to impose your style? You’re on the wrong track. (Credit photo : Neonbrand, Unsplash)
The success of this channel consists of authenticity. The influencer knows their audience and knows how to offer engaging content. It is natural to draw red lines and validate the content before publication. On the other hand, it is counterproductive to want to duplicate your corporate communication on the influencer channels.
Mistake 4: multiple “one shot” partnerships
You carry out an influential campaign and then move on to the next by starting over from the beginning? It’s possible, but you’re forsaking the lessons leaned from your first campaign.
If you find an influencer whose audience has proved very responsive to your partnership, then you have every interest in renewing the experience. Even better, why not make this influencer a Brand Ambassador? This may take the form of an exclusive contract, or not. However, make sure that posts or sponsored articles are kept to a minimum, so as not to overwhelm the influencer’s audience. In the long run, an ongoing partnership will be seen as a guarantee of authenticity by your respective targets.
Mistake 5: Hiding the nature of the partnership
It’s tempting, but risky. Some brands have ran into trouble. For example the YouTuber Norman and games company Ubisoft had to beat a retreat after the posting of a promotional clip for the Assassin’s Creed game, without mentioning the partnership. It not only drew criticism from Internet users, but also gave rise to a warning from the French competition regulator.
We recommend that you always be transparent. Moreover, it is wrong to believe that this type of partnership is badly perceived by the user. For example, as we reported recently in in this post on sponsored articles, 84% of senior executives are open to sponsored content as long as it is of high quality and useful.
Mistake 6: Choosing the wrong compensation model
Of course, it is much cheaper to compensate an influencer with a free product than with cash. Be sure to offer a fair remuneration in relation to the targeted profile. Otherwise, you could alienate the influencer you want to attract. By definition, an influencer is a thought leader, and conveying a bad image of your brand to them is a real risk.
A survey published in 2016 by Altimeter and TapInfluencer warns: 72% of influencers surveyed say brands offer inadequate compensation. That is, in their point of view, the biggest mistake made by advertisers! Don’t be one of those.