10 Big Mistakes Brands Make In Their Influencer Marketing Strategy

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by Samuel Pordengerg Feb 1, 2023 News
10 Big Mistakes Brands Make In Their Influencer Marketing Strategy

Consumers usually trust word-of-mouth referrals and recommendations from people they know. Partnering with the right influencer for marketing can be an effective method of reaching highly targeted niche audiences, as the WOM concept has evolved into a many to one method of communication.

To see the best results, brands need to know what aninfluencer's social media landscape looks like and what their own goals are with a partnership. There are some big mistakes brands make in the process of setting up their influencer marketing strategy. There are potential pitfalls to avoiding when creating a strategy to reach audiences with the help of aninfluencer.

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If a brand only reaches for tried-and-true partners, they can get into trouble. Consumers want their brands to keep up with the times. Marketing leaders must embrace diversity if they want to keep their true audience.

One of the most common mistakes brands make is choosing someone who won't deliver. Before including a specific opinion leader in their influencer marketing strategy, I would recommend brands to check out the demographic of their subscribers, examine the way they communicate with the audience and confirm the brand safety of the influencer.

You need to take time to understand what the brands stand for and how they will fit in with the influencer you are partnering with. They interact with their followers. It's important to make sure the alignment is there. If you were vetting candidates for positions at your agency, you would think about who you selected as an influence. Mary Ann O'Brien said to get to know them on a deeper level.

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I have seen large brands pour money into big-nameinfluencers only to see small or no returns due to the fact that celebrity sponsorship are too common. Brooke Weller recommends that brands focus on micro-influencers who can have a larger impact on more niche audiences.

5. Believing That All ‘Influencers’ Have Influence

It's a mistake to think that allinfluencers have influence. They do not guarantee your return on investment. Micro-influencers are the best because they are active in building their own communities. It's important to create a unique campaign when you find the right influencer so that it results in real-time responses and clicks.

6. Giving Creators Overly Restrictive Content Briefs

It's a big mistake to not give aninfluencer enough freedom to create content. Everyone is fed up with content that looks like an ad. It's not uncommon for brands to provide a content brief that is too restrictive for creators and cause the content to seem forced or not genuine. Make sure you listen to the creators as they know their audience best.

7. Not Doing Your Research To Establish A Great Foundation

Before reaching out to each of them, brands need to do their homework. The knowledge of the influencer will show you did your research and give you more confidence in the partnership. If you want advocates for your brand, you need to establish a great foundation right away.

8. Not Fully Vetting Potential Influencers’ Messaging

It's important to find the right people for the industry. Is their message compatible with yours? If it seems perfect on the surface, do some research into the past. Asking for help from the social media team will go a long way.

9. Not Agreeing Upon Concrete Deliverables In Advance

Concrete deliverables can be hard to agree on in advance of a campaign. Make sure that your brand and theinfluencer are on the same page and then outline those terms in a binding agreement for all parties to review and sign.

10. Trying To Micromanage Every Aspect Of Content Creation

It's a big mistake for brands to expect to micromanage everything in the content creation process. You risk the success of your campaign if you take away aninfluencer's ability to connect with their audience in their own way. It's important to strike the right balance between giving guidance and allowing creativity. They can use their content expertise.