social media

Missing the Mark on Influencer Marketing

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Influencer marketing is not always glamorous| Source: Pxhere.com
Influencer marketing is today’s marketing revolution, but with undiscussed risks and masses of brands jumping on-board, the uneducated take the plunge.
Here are some of the risks associated with influencer marketing.

Unclear Goals

The powerhouse of any successful marketing strategy is a foundation of clearly communicated project objectives and goals.

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Influencer marketing should be communicated and planned | Source: Pxhere.com

Influencer marketing often adapts a one-size-fits-all format with an end goal of increased sales. This results in cookie-cutter content which in turn damages the credibility of your brand while deflecting customers.  Brands also meet their downfall when they don’t define objectives to guide influencers in achieving these goals.

In order to take advantage of collaborative opportunities both the influencer and the brand must share mutual interests and be equally invested in the strategy. Effective communication about desired content provides the creator with guidance while leaving the creative, genuine and emotive elements in their control.

Followers count vs Follower engagement

Recent research published by Linqia found that 86% of marketers used influencer marketing in 2016. These brands expressed their greatest challenge is ROI, but greater than half continue to trust reach as a valuable measure of collaboration success.

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The more followers an influencer has, the lower their engagement | Source: Medium.com

Brands who focus on influencers with maximum reach often have unsuccessful campaigns and low ROI. This is because influencers with greater followers, for example celebrities, often attract fake or disengaged followers and lack authenticity.  Macro-influencers therefore have far lower engagement than micro-influencers with a more compact audience.

Real-life Failed Influencer Campaigns

Here are some explicit fails of influencer marketing and how you can avoid the same mistakes.

Let us know if any of these tips helped you. Vote in the poll and share your favourite influencer fails in the comments below.

 

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