The Pitfalls of Influencer Marketing

September 17, 2019

 

We think of influencer marketing as a purely 21st-Century thing. Nope. From Mark Twain-endorsed fountain pens to Michael Jordan-inspired Nikes, companies have recruited celebrities and other notable figures to endorse and promote their products since the birth of advertising.  But the Internet has changed everything, especially advertising. You no longer have to be a celebrity or notable figure to become an influencer who promotes products. 

 

Why Are Companies Choosing Influencers? 

Brands are consistently pivoting toward influencer marketing on social media rather than partnering with notable celebrities. Word of mouth has always been one of the most effective ways to advertise, and social media has amplified the concept to new heights. Companies using influencer marketing are seeing explosive conversion rates.

 

As always, there’s a catch. Here are a few tips to stay smart when choosing whether or not influencer marketing is right for you. 

 

Quality, not Quantity 

When it comes to an influencer’s reach, more followers isn’t always better. An influencer with a higher follower account but a less targeted audience won’t necessarily yield better conversion rates.  Identifying an influencer who attracts a specific audience and demographic will often result in a much more targeted approach that results in more leads and conversions. Choosing the right influencer will help you tap into a target market that is much more inclined to engage with your product or service. 

 

Don’t Ignore Engagement Levels

A high follower account doesn’t mean an influencer has a high engagement level. If an influencer doesn’t have a high level of comments, likes, or retweets, they likely won’t have much of an influence on their audience. If you want to see a large number of generated leads and conversions, an influencer with a well-established and engaged base is critical. 

 

Focusing on One Platform

Though you may have already found success using social media on one platform, there’s always room to expand. Are you looking to reach new audiences? Using an influencer on a platform you’re already successful on may not be the best idea. Breaking through to new audiences on a platform you’ve yet to reach is a great task for an influencer with a strong hold on that platform’s audience. 

 

View your Influencer as a Partner

Finding the right influencer is hard enough—don’t treat them as just another bullet on your list of advertising methods. Building an ongoing relationship with your influencer will encourage them to keep your brand fresh in the mind of their audience. Introducing new campaigns and products will also seem more natural when coming from an influencer that already has a vested interest and relationship with your brand. Also, influencers are usually very savvy people. Viewing your influencer as a consultant will help your brand plug into new trends and unlock new ways for your business to grow. 

 

Follow the Rules 

There are some pretty tight rules when it comes to influencer marketing. The US Federal Trade Commission has recently enacted rules for endorsements. If content is sponsored in any way, it must be explicitly denoted as such. Violating these rules can lead to some pretty bad consequences, so make sure your influencer is given clear instructions on how to sponsor your product or service appropriately.

 

Don’t Neglect your Foundation 

There’s plenty of challenges when it comes to using influencer marketing. If you don’t have a good enough web presence to lead customers back to, an influencer is the least of your worries. 

For more information about digital marketing and taking advantage of influencer marketing, contact Content-1 today. 

 

 

 

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