The unexpected increase in social media users changed the marketers’ view on the importance of these platforms forever. In order to keep up with the “new normal”, many brands of different industries turned to influencer marketing in a very short period of time. With this wave came many bad habits and misconceptions that caused some campaigns to fail. In this article, we will introduce 5 all-too-common influencer marketing mistakes that marketers should look out for.
Top Influencers Marketing Mistakes To Avoid Post Pandemic
#1 Not setting the right goals
As the first and most important step in creating a campaign, any mistake at this level can result in failure. Sometimes the marketer knows what he/she wants from a campaign, but fails to give it the right direction. Goals should be measurable and have a clear structure so they are trackable.
In order to avoid this common influencer marketing mistake, you need to do some thorough research. Try asking yourself a couple of questions. For example, what are the means of the campaign? Do you want to raise awareness of your brand? Or do you wish to boost the traffic of a certain webpage? Or is it something else? After answering these questions, you should put some time into coming up with the right Key Performance Indicators. A campaign’s KPIs are a campaign’s measurable metrics that can help you decide whether it has reached your goal.
#2 Looking like a spam
No one likes to be spammed on social media. If the content is overwhelming, it might actually have a negative impact on the user’s perception of the brand. This influencer marketing mistake is very common among marketers that don’t hand-pick the influencers and forget to pay attention to the influencer’s posting schedule and promotion style. Not giving the influencer the freedom to use their own voice can also be another way marketers make this mistake. This leads us to the next one.
#3 Not giving influencers the freedom of speech
Each influencer has their own voice and tone which they have built trust upon with their audience. Limiting them from using their own communication style and making them read a script can make their content look dull and not very engaging to their followers. While observing and double-checking the content is a must, you should make sure that the influencer is free to use their own creativity. This way, the collaboration will come out as more sincere and gain the trust of the viewers.
#4 Putting audience size first
Next comes the infamous influencer marketing mistake relating to audience size. The number of followers is the first and sometimes the only metric marketers pay attention to. But more is not necessarily the merrier. Collaborating with a Macro influencer out of their niche might be way less effective than a very niche micro influencer’s content. This is why we suggest that brands cautiously select influencers and try not to get enticed by the number of followers. After you’ve made sure of the relevance, you should check the engagement rate of the channel. Sometimes an influencer with a very large follower base has a relatively low engagement rate on their post. Avoid these and look for options that can drive more engagement towards your content.
#5 Not setting up a proper contract
When you are in a rush, you might overlook some very important details. Just like any other business collaboration, influencer marketing needs contracts and paperwork too. Not signing an agreement or failing to give clear explanations on what should be avoided in a campaign can make marketers find themselves in the middle of very unexpected chaos. In order to not fall for these sorts of influencer marketing mistakes, you should take your time to come up with a very detailed contract that both clarifies your expectations and does not limit the influencer’s creativity.
About Influencer House
Influencer House is an AI-powered influencer marketing agency that helps you through every step of the way. From designing and planning the campaign to real-time reports on our intelligent platform, we make sure that your campaign is running perfectly without any error.
Interested to know how we can help you get rid of these influencer marketing mistakes? Simply contact us through inquiries@influencerhouse.co.th or visit www.influencerhouse.co.th and get consulted for free.