In the digital sphere, who hasn’t heard about influencer marketing? According to Forbes, influencer marketing is growing faster than digital ads. When done right, influencer marketing can help brands leverage the reach of influential people who can amplify and expand visibility for your brand’s products and services. However, when gone wrong, influencer marketing can be embarrassing for brands as well as for influencers.
As one of the leading digital marketing agencies, we have curated a list of mistakes that brands should avoid making while partnering with social media Influencers:
Mistake 1: Prioritising followers over engagement
Mark Zuckerberg, CEO of, Facebook rightly said, “People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.” A trusted referral, thus, must be carefully chosen. Brands should not get attracted by an influencer’s follower count. Because while the number may be attractive, it may also indicate a lower engagement rate. When looking for an influencer, look for someone relevant to the brand and dig deep into statistics such as reach per post, fan base split, and engagement rate to partner with the right person. Make sure influencers you work with are a natural fit for your brand.
Mistake 2: Not defining the KPIs
For an influencer marketing campaign to be a success, you need to know what are the parameters of success. What purpose do you wish to serve when partnering with an influencer? It could be conversion rates, reach and awareness, referral traffic, audience growth, and engagement. No matter, what your goals are, define the KPIs before content creation starts. Communicare these KPIs to your partner influencers so that everybody is on the same page.
Mistake 3: Poor Briefing
Social media influencers are creative. However, when they promote a brand, they need some guidance in regards to the product, its features, band policies. With a poor briefing, the result will not be that great. Tasks and guidelines should always be clear to both parties to avoid miscommunication. For instance, celebrity influencer Kim Kardashian shared a post on a pharmaceutical product she was promoting. She left out the side effects and safety information that the FDA requires to be included in such posts. She had to delete the earlier post and post a new one that complied with the guidelines.
Mistake 4: Trivialising social issues
When it comes to influencer marketing, social issues are a tightrope to walk on. Trivializing social issues can backfire for both the brand and the influencer. The 2017 partnership between Pepsi and Kendall Jenner is one of the prime examples of an influencer marketing failure. At the peak of Black Lives Matter, Pepsi released a controversial ad showing celebrity Kendal Jenner offering one of the officers a canned Pepsi Cola, thereby ending the protest peacefully. The ad attracted so much bad press that it can be ultimately taken down.
Mistake 5: Not taking a collaborative approach with influencers
While a brand wants to amplify its messaging and values to potential customers, it should not be done at the expense of an influencer’s creativity. Having the influencers parrot the band message verbatim does no good to the brand. Instead, collaborate with them to create more engaging content.
As one of the leading digital marketing agencies, we can help you provide all the services you need to stay competitive in the ever-changing digital world. We analyze what’s working with your target audience and what isn’t. We recommend data-driven digital marketing strategies for your business.
