WHY YOUR INFLUENCER CAMPAIGN IS FAILING

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1 WHY YOUR INFLUENCER CAMPAIGN IS FAILING

2 INTRO Have you implemented an influencer campaign that just didn t quite work? Did you find yourself asking What went wrong? You re not alone. With influencer marketing still being in its early years, marketers are trying to navigate the unwritten dos and don ts of partnering with content creators. There are, however, common mistakes that we see everyday. Discover the top 10 reasons why influencer campaigns fail in this guide on what to avoid in influencer marketing.

3 NOT IDENTIFYING YOUR GOALS The very first thing any marketer should do before partnering with influencers is identifying their campaign s objectives. By identifying your campaign s goals and the metrics you will use to measure success, you can better determine who to collaborate with and what kind of content they will produce. Whether it be increasing brand awareness, driving sales or building a following, your influencer campaign needs objectives to survive. 10

4 LACK OF RESEARCH The success of an influencer campaign is largely determined by the quality of research. Influencer campaigns need to be based on data-driven tactics from start to finish. Marketers must ensure that every decision they make regarding an influencer campaign aligns with their target market. 9 Some areas of research you should focus your efforts on include; influencer interests, engagement rates, audience actionability, channel reach,

5 THE WRONG COMPENSATION Signing influencers at the wrong price or using the wrong compensation model can sink an entire campaign. Pricing influencers accurately is crucial for your budget, maintaining healthy partnerships, and hitting KPIs. The best offers are determined by your budget, what an influencer is worth to your brand, and what kind of compensation will best motivate your partners. Some of the many payment models marketers use are; monetary compensation, free products/services, pay per conversion and pay per engagement. 8 Discover how to calculate influencer Fair Market Value here.

6 PRIORITIZING REACH OVER ENGAGEMENT Stop focusing on quantity, and focus on quality. 7 High reach does not necessarily mean successful content. For an influencer campaign to resonate with target markets, the audience must be engaged. An engaged audience trusts and respects the opinion of an influencer, meaning their content is more likely to promote action.

7 ONE-TIME DEALS Did you have a successful influencer campaign and now want to try partnering with someone new? Not always the best choice. If you find an influencer who pairs well with your brand and produces quality content, make it a long-term collaboration. Working with an influencer for a long period of time increases content authenticity and nurtures a 6 meaningful relationship between your brand and their followers. There might be billions of influencers to choose from, but it doesn t mean you should test drive them all.

8 MEASURING THE WRONG METRICS It s important to measure your campaign s metrics, but not all metrics are important to your campaign. 5 Before you spend your efforts measuring impressions or views, ask yourself what the campaign s goal are. Is it awareness? Measure impressions. Is is sales? Measure conversions. Is it website visits? Measure traffic acquisition. Ensure that your measurement strategy aligns with your campaign objectives to best understand performance.

9 NOT DISCLOSING PARTNERSHIPS With the FTC, along with other organizations across the globe, cracking down on disclosure regulations, it is more important than ever before to disclose paid partnerships. It s important for your campaign s success to disclose as well. Not disclosing influencer partnerships runs the risk of losing your audience s trust. If you want your influencers content to succeed, you need to be upfront 4 with their followers. Disclosing will not negatively impact your campaign, but not dislosing might. Learn more about the benefits of disclosure here.

10 DISMISSING THE LITTLE GUYS When individuals think of influencers, many picture internet heavy-weights. You have to keep in mind that mega-famous content creators are not always right for your campaign. 3 If you re prioritizing consumers actions over awareness, you should consider partnering with micro-influencers. Micro-influencers may have a smaller reach than others, but their engagement rates are much higher. Don t dismiss the little guys before you do your research. Learn more about the power of microinfluencers here.

11 CONTROLLING INFLUENCERS Influencers do not create the best content when being overly-controlled. Micro-managing the creative process behind social content can hinder quality, despite marketers good intentions. If you want authentic, engaging content, give your influencers space. Remeber, you can always provide feedback before the content goes live. 2

12 NOT USING INFLUICTY We re a little biased in this area. 1 Why does your influencer campaign need Influicity? Because Influicity is the best on-demand influencer marketing software in the industry. Access to 100% of social media profiles Insights & analytics on all influencers Full activation, campaign reporting, & management

13 KEEP YOUR INFLUENCER CAMPAIGN FROM FAILING Before your next influencer campaign launches, remember the top 10 reasons why influencer campaigns fail to avoid these common mistakes. 1. Not working with Influicity 2. Controlling influencers 3. Dismissing the little guys 4. Not dislosing partnerships 5. Measuring the wrong metrics 6. One-time deals 7. Prioritizing reach over engagement 8. The wrong compensation 9. Lack of research 10. Not identifying your goals

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