What you should really know about influencer marketing
Influencer marketing has been steadily growing in popularity as more and more brands realize the potential of using their true fans to spread their brand message. However, like any new topic, there is a surge of misinformation that surrounds influencer marketing and may be off-putting for marketers thinking about trying this approach. Fortunately, we’re here to put some of these myths to rest. With a firm understanding of what will work for your brand, you can effectively leverage influencers for your next campaign.
Myth #1: You need to work with a network.
This is one of the most common myths that we confront. While working with an exclusive network sounds scalable and reliable, it will likely end up causing you more harm than good. Limiting yourself to a smaller pool of applicants is not necessary and when you are stuck with a limited number of options, it becomes much more likely that you’re forced into an inauthentic relationship with a creator. There’s a whole world of creators out there waiting to be discovered. Do yourself a favor and expose your brand to as many future matches as possible.
Myth #2: Reach is the most important metric.
If we had a dollar for every time a brand told us their top priority was to have creators with the biggest reach available, we’d have lots of dollars. While we completely understand the desire to reach as many eyes as possible, we’ve come to find that a heavy concentration on reach is an easy way to quickly derail a campaign. When the focus drifts away from finding a pure and genuine brand fit, the quality and impact of posts are equally affected. Bigger is not always better. Additionally, we’ve discovered that smaller accounts are especially enthusiastic about new brand partnerships and they’re not as jaded by the stream of constant offers that the biggest influencers field daily.
Myth #3: You should tell the influencer what to post.
Plain and simple, these folks are professionals and if you have chosen them as genuine brand matches (see Myth #1), then you should trust their content. Micro-managing the creative process is counter-productive to the entire spirit of influencer marketing. While we encourage brands to outline themes and tagging requirements and provide creative inspiration, the way to really take advantage of influencer’s potential is to allow their creativity and not hinder it with nit-picky stipulations or prescribed content.
Myth #4: Influencers should provide trackable sales revenue.
We never recommend running an influencer marketing program with the intention of having influencers perform direct sales activity for your brand. Attempting to create conversion opportunities from posts typically leads to the spammy content that performs poorly with consumers. If sales are your goal, consider leveraging other marketing tactics such as social ads. If you decide to tap influencers for your program, they should be deployed in a way that tells your brand’s story in an authentic and creative way.
With these myths debunked, we hope you have a better understanding of what will work with your influencer marketing tactics. When it’s done right, it can be extremely powerful for your social media marketing. Get in touch to learn more about effective influencer marketing and start your next campaign!