Chances are if you don’t get influencer marketing, or simply don’t trust it – you’re doing it wrong. Don’t worry… we’re here to help.
Here’s the most common mistakes made in influencer marketing – and how to avoid them.
Mistake #1: Unquestioning trust
This industry might seem a little shady and like any sector, a small number of influencers shouldn’t be trusted.
Solution #1: Do your homework
+ Follower to engagement ratio
Interrogate the numbers using reports and tools like Social Blade. If it seems too good to be true, it probably is.
+ Analyse engagement
Is their audience consistent? Is there a lot of following and unfollowing going on? If comments seem generic and random, their followers could be bots.
+ Branded activity
Are the #ads, really ads? Make sure they’ve used the paid partnership feature, which has to be approved brand side before it can appear on an influencer’s page.
+ Who comments first?
Is it always the same content creators and influencers? Are the comments generic? They might be part of an engagement pod. Like for like anyone?
“Chances are if you don’t get influencer marketing, or simply don’t trust it – you’re doing it wrong.”
Mistake #2 : Expecting Influencers to hit KPIs that were never set
It’s important to understand the objectives first to match up the right people with the right brands. Don’t get hung up on an influencer you love, whose followers could already be your followers. To reach a new audience, think outside the box.
Solution #2: Fools rush in, so think things through.
+ Interrogate the brief
As a brand, it’s on you to do the due diligence.
+ Set smart objectives
And KPIs to help achieve them.
+ Brief the influencer properly
What are the deliverables and expectations, and what is the call to action for each asset?
Mistake #3: You’re choosing the wrong people
While content is king, authenticity is key. Look out for…
+ Big influence, little credibility
Sponsored posts that are clear badging exercises? Or false endorsements? They’re not just deceitful, but downright dangerous sometimes.
+ No brand alignment
If every post is paid for, how can you know what are they actually into? If you can’t tell, back away.
Next, do a competitor check. If they’re right for your brand, they might be right for your closest competitor too. Finally, if you or your influencer hasn’t got the credentials to back up a cause-related campaign, steer clear. The backlash won’t be pretty.
Solution #3: Archetypal Alignment
We match brands with archetypal characters – based on Jung’s theory of personality – to identify shared behaviours and values for long-term, authentic partnerships.
Mistake #4: Random rates
Without pay transparency, agents and influencers can name their prices. But it doesn’t have to be a guessing game.
Solution #4: Standardised payments
We use standardised payment based on follower brackets (tiers) to calculate talent rates. It’s not just fairer, it also allows us to forecast and budget when pitching to clients.
Mistake #5: It’s bad for our mental wellbeing
Surely Gen Z feel huge pressure to emulate influencers’ aspirational lives? Nope, they’re smarter than that.
Solution #5: Cut the BS
Gen Z get that most of what we see on social media isn’t real. So why not cut the bulls**t and speak to followers authentically instead?
We’re seeing a movement away from the aspirational, perfect influencer. People want to see themselves reflected in marketing. Influencers and brands that embrace authenticity will be the ones to stick around for the long run.
If you’re ready to do an influencer campaign right – drop us a line at firstname.lastname@example.org.