0
0
The digital world is rapidly expanding with a growing creators’ economy. Brands are paving the way through influencer marketing as it has become the driving force behind most customer purchases in the modern world.
Influencer marketing fosters consumer trust while helping brands to build connections, create social proof, and highlight their value proposition.
While others are essentially including influencer marketing as part of their branding, some brands might struggle to make the best out of influencers and their services.
Here are 3 factors you need to be mindful of to avoid killing your influencer marketing game:
Prioritising reach over quality content
Companies frequently make the mistake of focusing just on reach, believing that influencers with the largest following will be the most helpful to them.
No matter how vast an influencer’s following is, the marketing campaign will be useless if their posts have high bounce rates.
Prioritising quality content and engagement will keep you at the top of the game. The conversion rate will always suffer if the influencer’s content does not complement the target audience.
Partnering with the wrong influencers
Being a star or well-known figure alone does not qualify someone as an influencer. Ideally, your influencer should fall into your target audience, as should the following.
The association with influencers will appear artificial if you collaborate with influencers who have never used your products or advocate concepts contrary to your brand story.
As a result, customers will not trust the product recommendations given by your influencer, let alone recommend them to their friends and family. Thus, depending on such Influencer Marketing strategies defeats the entire purpose of having them because they will not raise awareness or sales for your brand.
Brands often sign up influencers without conducting in-depth research on their previous professional collaborations. High engagement and massive following are important attributes of a good influencer, but here’s what differentiates great influencers– connections.
Building long-lasting associations must be the primary focus for a brand, so you must choose influencers that align with that goal and value building bonds without making metrics the only priority.
As a brand, you must not treat influencers as money-making machines or choose influencers that put no effort into engaging and building a bond with their audience.
Lack of transparency
Influencer marketing is losing its appeal with the emergence of fake followers. Influencer marketing cannot have the same impact that initially drew brands to it if the source of power, i.e., its credibility, is lost.
Today, consumers value authenticity and transparency the most.
Once you have identified influencers you get along with, build long-term connections with them.
Long-term partnerships with the same influencers can increase the audience’s trust in your business because it demonstrates the influencer’s commitment to it. Additionally, it signifies that the influencer is genuinely endorsing the product, not just because you paid them to.
Conclusion:
As a brand, it is essential to figure out why and how you want to engage in influencer marketing. Are you attempting to grab the attention of the influencer’s followers, or are you attempting to cultivate your brand’s fanbase?
Brands should not rely on an influencer’s followers alone. Instead, they should interact with their audience to strengthen the communication and relationship to create sustainable momentum.
