5 Influencer Marketing mistakes you’re probably still making

Some brands have started experimenting with in-house influencer teams or even giving the job to interns, and are then confused why they aren’t getting the results they expect... or think they should expect. Before declaring “it doesn’t work”, let’s take a look at what might be going wrong…

1. Being “spammy”.

It’s very tempting to think that “this was good, more must be better!” But, to counter cliché with cliché, you can have too much of a good thing! Experienced influencers know that spamming their followers is an absolute NO-GO. Bombarding their audience will cause people to turn off from both your brand and them as creators, which is damaging for both sides.

Remember that influencers are there to give your brand a good word, not push it loudly in their audience’s face. Ensure that you and the creator agree on a healthy posting schedule to ensure that posts aren’t spammy.

2. Looking at numbers over people.

Reach and impressions are important, but they shouldn’t be the only metric when selecting your creators. There are many other factors at play when choosing the right creators for your brand. 

Start by looking at their content and what it says about them (they will be promoting your brand, so make sure they fit in). Does their audience interact with their content positively, and how engaged are they? Are there any potential conflicts of interest or brand value mismatches? Lastly, and perhaps most importantly, will they be able to deliver on your objective? They might be great for your brand aesthetic, but essentially it all comes down to what it is you’re trying to achieve.

3. Cutting off the creativity.

Creativity is the lifeblood of influencers; it’s what makes them unique and why people followed them in the first place! You might be an expert on your brand, but they are an expert on their followers.

Trying to force the content or setting very restrictive limits will cause your creators to produce boring and lifeless output. That’s why it’s essential to give them creative freedom so that the content they put out is fresh and engaging. Remember - this is precisely why you partnered with them to begin with!

4. Poor influencer/brand fit.

If you’re a brand that makes smoothie makers, then you’ll need an influencer that either goes to the gym regularly and posts about their homemade pre-workout power shakes, or a baker who loves to share the latest delicious treat they’ve whipped up. In other words, you want your influencer to share credible, organic-looking stories about your brand.

Audiences can smell an ill-fitting paid post a mile off, so you need to collaborate with creators who have the credibility as well as the authority to promote you.

5. Short-term partnerships.

Influencer marketing shouldn’t be a one-time tick box exercise. In fact, having a campaign mentality when working with influencers is never a good idea. If you can see the results you’re achieving with an influencer, then why not keep them? Long-term partnerships are key to being successful in influencer marketing.

Influencer marketing can be the lifeblood of your digital marketing strategy if done correctly. No matter who you are and what your brand is about, influencers can help you translate your story in a way that really clicks with your target audience. 

By avoiding these 5 common mistakes, you’ll create a successful influencer marketing campaign and begin successful partnerships with influencers who will be delighted to promote your brand.