As influencer marketing becomes more widely used, more and more issues are beginning to arise. What seems like a simple idea can actually prove tricky, from power struggles between influencers and brands, to issues with motivation, influencer marketing isn’t always easy. Let’s take a look at what can go wrong and why it’s so important you avoid them.
Choosing Influence Over Authenticity
It’s only natural for brands to choose to work with influencers with the biggest audience and while it does make sense, working solely with those with huge audiences can actually backfire hugely. Influence comes from authenticity, not just numbers. If you want your influencer marketing to work effectively it’s a good idea to think about working with influencers who represent your brand and your products, not just working with an influencer with a huge following.
Not Researching Your Influencers
Not ever influencer is good for business, which is why it’s so important that you research your influencers before you even think about contacting them. Unfortunately having a large following doesn’t always mean that your influencers are perfect to work with, by researching their previous videos, posts or monitoring their social media, you can gain an insight into how they communicate with their followers and how they portray themselves online, you don’t want your brand associated with an influencer who is often seen in a negative light by others.
Not Having A Strategy
As with all marketing techniques, it’s a good idea to have a solid plan, this is even more important when working with a third party. It’s a good idea to outline every aspect of your influencer marketing campaign, creating a timeline and using your strategy to identify what your end goal might be. If you’re unorganised, then tracking your campaign and analysing the outcome can be a lot trickier, made even more complicated when trying to plan marketing campaigns involving influencers as theirs even more to consider.
As one of the biggest buzzwords of 2016, influencers are unlikely to go anywhere soon, with thousands of influencers working with brands every single day and even a rise in social influencer apps working to get influencers and brands connected, there’s no reason your business shouldn’t aim to work alongside or at least explore the world of influencers in the next year.
By conducting the right research and planning your influencer marketing campaign effectively from the beginning, you don’t have to worry about dealing with some of the larger issues involved in working with influencers and also allowing you to deal with these problems in an easier manner.
Influencer marketing isn’t going away any time soon, will 2017 be the year you utilising social influencer marketing?