Do you know the most common mistakes in
Influencer Marketing? Digital marketing has evolved over time and in recent
years the discipline of influencer marketing has gained much importance. Thanks
to these influential profiles, companies can promote themselves in an original
and innovative way where social networks play a central role.
However, there are some mistakes in influencer
marketing that must be avoided in order to be successful. The fact that this
field of marketing has become so popular is related to the rise of social
networks, streaming platforms, etc. in recent years.
This strategy is very positive for all that these
characters offer customers. Remember that they have a high capacity to impress
the audience through their content and actions. Therefore, they are important
in terms of the level of the suffix of customers of a particular brand.
However, with that power comes a great
responsibility behind them. Influencer marketing mistakes make them seem more
common. In the blink of an eye, all the work done year after year can be broken
down into poor implementation. You always have to be careful about the message
and the tone in which the information is conveyed.
importance of choosing the right profile
Influencer marketing is an innovative marketing
strategy that gains a lot of visibility on the internet and social networks and
achieves various collaborations between companies and brands with prominent
people: Influencers. In other words, they are like celebrities on social media.
These profiles have grown as a result of the rise
of the Internet and social networks and companies are willing to work with
them. Influential people have a lot of charisma and they can easily attract
people's attention. Someone has thousands of followers and someone has
In other words, they are really rough diamonds
for the brand, but not everything is pink. Many of these influencers may make
mistakes, send the wrong message or be vague in expressing ideas. These are
often the most common influencer marketing mistakes, but there are many more.
Thus, when working with this type of strategy it
is essential to find the right profile that accurately represents the brand
values. If the influencer values are not integrated with the brand, their
credibility with the public will be less.
Advantages of influencer marketing
There are many benefits to having an influencer
marketing strategy and most importantly:
It is possible to increase the
positive message or target of the brand in the face of the public.
More conversations are created on
social networks about a brand's content, products, and services.
Increases traffic to the brand's
website or its landing page.
Influential people follow very
well and have a great ability to persuade their audience.
Properly designed, built, and
launched, an influencer marketing campaign will not be too expensive for a
The brand gains fame, prestige,
and position in the minds of the customers.
in Influencer Marketing to avoid in a strategy
There are a number of flaws in influencer
marketing that are quite frequent that should be avoided in order to achieve
optimal results. While the use of influencers is recognized as a highly
profitable strategy, the truth is that it requires a lot of planning.
In terms of visibility, reach and engagement for
a brand, influencer marketing becomes outstanding. But, as mentioned earlier,
the key is to find the ideal influencer. Be aware even if there are many more
1. Improvise in Influencer
If you want to achieve the best results,
improving the world of digital marketing is not a good option. As with any
marketing strategy, this type of action must have a well-established plan that
minimizes errors in influencer marketing. It is important to consider important,
measurable, and achievable objectives
There are a number of factors that need to be
considered in order to make the best use of an influencer campaign. It all
starts with choosing a good influencer who knows how to deliver a product or
service message following the company's values, goals, and vision.
The behavior of the audience at this moment is
also very important. Select the media to which the message will be sent,
message frequency, etc. Every detail of the campaign should be planned so that
there is no flaw in influencer marketing.
2. Select influencers according
to the number of followers they have
One of the most common marketing mistakes is to
assume that the more followers there are on the profile, the better the results
of the marketing campaign. This is a complete lie, although it can be assumed
that a large number of people have come, it does not guarantee success.
Your level of authority with your followers, your
commitment, and your confidence in them should be a priority in choosing the
right influencer. It is common to find influencers with fewer followers, but
the response to CTA is greater than that of influencers with millions of
3. Work with influencers who do
not agree with the brand
Influential people are seen by their followers as
famous personalities and give confidence to their entire audience. His words
are almost sacred, but the fact is that they can be one of the most influential
marketing mistakes. And again, this would mean that you have to spend on these processes.
In this way, followers can have a clear and
concise message, since customers see the influencer as someone who knows
everything related to the product or service they offer and, at the same time,
can make a sincere recommendation.
4. Apply strategies only to
sell: mistakes in Influencer Marketing
Although sales are the ultimate goal of an
influencer marketing strategy, it can be considered as one of the most common
influencer marketing mistakes. Followers or clients want to avoid such
campaigns at any cost, so it is a double-edged sword.
The best part of an influencer marketing campaign
is to reconsider the proposed objectives and test the company in the minds of
the customers for recognition rather than direct sales as the ultimate aim.
5. Do not contract with legal
This is another mistake of influencer marketing.
And that is, if the official does not appoint an influential person, the
working relationship can be broken. It is best to keep everything in writing
before starting a relationship between the company and the influencer. The key
to a professional approach.
When approaching an influencer, it should be done
in a serious and professional way. It will enhance the relationship and work
done by both parties to achieve the ultimate goal.
6. Do not measure the results
Any strategy or campaign must be evaluated. This
will allow you to know where to improve, where to apply all resources, and
where to focus on future campaigns. It is better not to continue the working
relationship or measure the behavior and performance of the influential person.
When working with an influencer, the following
aspects should be considered:
Brand recognition, which is the
average traffic of website visits and traffic across different platforms. Such
as videos, posts, and links.
Follower engagement that measures
comments and likes generated by followers of that influencer.
CTA calls relate to how many
downloads or subscriptions a product has received.
Follow-up-to-sales conversion: It
measures sales volume after running an influencer campaign.
Customer loyalty is the customer's
commitment to the brand, it measures its interaction with the products or
7. Have control of the content
The brand must implement a series of minimum
requirements that the influencer must send in its message. But the truth is
that one of the most common mistakes of influencer marketing is not letting the
latter work. And, at the end of the day, they are the ones who have the voice
of command when sending or not sending messages.
Content must adhere to certain things set by the
brand, but the creative process must be part of the influencer as a whole.
Interference with this process can be counterproductive. Ultimately,
influencers know the brand, the audience, and how to reach it in the most
8. Do not study how the
influencer has behaved with other previous brands
An influencer is an employee who has had the
opportunity to work with other brands. So, it is advisable to know how you have
worked and whether there are any rewards for your work in sales, marketing,
etc. The credibility of the profile is crucial to avoid mistakes in influencer
If an influential person constantly appears with
different commercial brands, it means that his interest as an ambassador of the
company is not true and he does it only for economic interests. This could have
an impact on future work for the brand and influencer.
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