The Influencer marketing industry is one of the fastest-growing industries with almost all the brands using influencers to promote their products and services. When done right, influencer marketing can yield excellent results but some common mistakes can lead to a big fail.
So, here are some tips to avoid influencer marketing mistakes in 2021:
Research, Research and some more Research
Nisha Ganesh and Ganesh Venkatraman for Bru’s Pongal Campaign
There is no dearth of influencers today. But who is the right influencer for your campaign? There are some questions you should ask yourself before finalising any influencer for your campaign. What is the influencer’s tone and style? Who engages with their content? Do their values align with the brand’s positioning? These questions are important and only research can help you arrive at the answers. Association with the wrong influencer is a big miss for your campaign.
Collaborate instead of instructing
Kusha Kapila and Zorawar for Cornetto India
Influencers’ content works because they have their own unique voice and style. So, instead taking the one size fits all approach, collaborate with your influencer to create content that will give you the desired results.
Quality over quantity
Flipkart’s #WheresTheF Campaign on Twitter
Quite often brands make the mistake of judging the influencer by their follower numbers. Instead, the focus should be on the quality of their content and their engagement rates. It has been seen quite often that micro influencers end up giving better results as their content is of higher quality and their followers have better trust and loyalty towards them.
Finding the right platform
Bobby Joshi for Titan Skinn
Instagram and YouTube are the most popular platforms for influencers marketing. But that shouldn’t restrict you from exploring other platforms for your campaign. Your communication format, the audience you are targeting and the platform’s benefits and format will help you in deciding the right social media platform/s for your campaign.
The numbers’ game
Setting targets and tracking them is really important in influencer marketing. Monitoring the metrics from the beginning helps you in making changes if a certain content or influencer is not working for your campaign. The final numbers will also help you in formulating a better and more effective influencer plan for your future campaigns.
Influencer marketing is one of the most effective ways to drive brand awareness and consideration. So, keep these tips in mind while charting your next successful campaign!