Do Not Make These 5 Mistakes in Your Influencer Marketing Campaign and How to Avoid Them
So you’re getting started with #influencermarketing, and you want to know how to avoid the common influencer marketing mistakes. Or maybe your previous influencer marketing campaign failed, and you want to know where you went wrong.
1. Not Defining a Goal for Your Influencer Marketing Campaign
Every marketing campaign needs to have a set goal – whether it’s to raise brand awareness, drive conversions, or boost customer loyalty. And some marketers make the mistake of launching an influencer marketing campaign without a set goal in mind.
- The Solution: Define what success looks like to you. What do you expect from the campaign? Do you want more people to learn about your brand? Or do you want to make more sales through the campaign? Once you have a clear idea of the goals you wish to achieve from the influencer marketing campaign, you can define your key performance indicators (KPIs).
2. Choosing the Wrong Compensation Model
The">The">#747474"="">The right compensation model can get you a long way with your influencer marketing campaign. But choosing one that doesn’t fit your budget or goals could result in huge losses. And in some cases, you may end up paying for something that you could have gotten in exchange for a free product or experience. Other">#747474"="">Other times, brands may pay a set amount per post but fail to see sufficient returns on their investment. Or they may even agree to pay per click but end up paying much more than they budgeted for because the influencer drove better results than expected.The">The">#747474"="">The solution:
- Pay Per Post – This is the most commonly-used compensation model according to Linqia. It’s when you pay a flat rate to influencers in exchange for creating and publishing a post for your brand – whether it’s a blog post, a social media post, or even a video.
- Cost Per Engagement – This is another popular compensation model in influencer marketing. It’s when you pay an agreed upon amount to influencers, based on the level of engagement they’re able to drive.
- Cost Per Click – This is when you pay influencers a certain amount based on the number of people who took the action after seeing the influencer’s content. The action is typically that of clicking through to the brand’s landing page.
- Free Products or Experiences – Another popular compensation model, this is when you provide free products or all-expenses-paid trips instead of financial compensation.
- Cost Per Acquisition – This compensation is among the least used. It’s when you offer compensation in exchange for the sales or subscriptions they’re able to drive.
3. Being Enticed by Audience Size Alone
This">#747474">This is easily the biggest mistake marketers make with their influencer marketing campaign. They think that just because an influencer has a massive following, they’ll have the maximum impact. ( Most of the Campaign Manager makes this mistake) Of">#747474">Of course this may be true in cases where the brand wants to drive awareness for their products. But the receiving audience may not be so attentive to the promotion if they’re not interested in the products.
4. Being Overly Restrictive with Content Creation
You">#747474">You may have seen celebrities or influencers promoting a product and listing it’s features and benefits. And in many cases, the way they mentioned the benefits may seem a bit off – like it was overly scripted and unnatural. That’s">#747474">That’s what happens when a brand is too controlling over what the influencers post about their brand. They provide influencers with a script they want them to follow, and expect them not to make any changes. Some brands even tell influencers exactly what kind of content to create. And this may result in content that doesn’t seem like it was created by the influencer. Your target audience will instantly see through this. They may even fail to trust your brand because the content seems too promotional.#747474"> style="font-family: Arial, sans-serif; color: rgb(116, 116, 116); background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">
- The Solution:The only way to avoid making this mistake is to provide influencers with creative freedom. Give them some basic guidelines, such as the kind of tone and language you expect, and how you want to portray your brand or product. And then leave it up to them to come up with something entirely original.
5. Failing to Maintain Transparency
Another">#747474">Another big mistake brands make with theirinfluencer marketing campaign is failing to disclose their partnerships. In anattempt to maintain authenticity, they fail to ensure their influencers aredisclosing their partnerships. Some may even advise their influencers againstdisclosing that the brand has paid them for the content.What">#747474">What these marketers and brands don’t realizeis that they could be violating FTC guidelines when the influencers they workwith fail to disclose their brand partnerships. And this mistake is far morecommon than you think. TheSolution
- Advise">#747474"> TheSolution
- Advise influencers to clearly communicate sponsorships in the content they create for your brand.
- Disclosures should ideally be above the fold so people can immediately see that it’s advertising.
- Influencers may include “#ad” in their sponsored tweets.
- The disclosure should be clearly visible, and should not blend in with the background.
- For videos, the disclosure should remain on the screen long enough for the audience to read it properly.
- People should be able to see the disclosure regardless of which device they’re using.