Influencer marketing is usually one of two methods, it either flashes due to successes, where returns are staggering or it results in epics where a company takes months to fail. As an entrepreneur in the digital marketing space, I have been sitting front-row-center very often for both of these results.
A 2019 survey reported that about 17% of companies surveyed in the year planned to spend 50% of their marketing budget on influencers in 2020.
The number is not a lie, there is definitely a positive ROI trend with influencer marketing, and 90% of marketers find the results of influencer marketing to be better or comparable to other marketing channels. However, the problem occurs when Influencer Marketing is done incorrectly.
The mere fact that this system of marketing depends on the viral nature of social media content means that a bad deed can easily kill a brand’s image at a very shocking pace. These tips are meant to guide marketers properly so that it can be combined with influencer marketing.
Outline your campaign goals
The goals of your campaign are clear guidelines that you can choose to invest in Influencer Marketing. Your campaign goal may be to gain brand awareness, social media followers, content creation, app sales / downloads, or newsletter / email subscribers.
If your goal is content creation, for example, it is far more rewarding to go for the impressive with great content; Design skills, photography skills, it is better than settling for the average or poor material affected because you are attracted to their reach widely. The reason is simple; People will display your content based on the content posted regularly on the platform on which it is advertised.
If your goal is brand awareness, for example, Reach becomes a very important metric. However, how you define the Reich and how you identify the relevant Reich is a completely different conversation, which you should be able to choose the right influencer.
Choose the correct influencer
Kendall Jenner’s Pepsi partnership in 2017 was an epic failure and exposes some mistakes in the market. The advertisement tried to promote diversity by presenting Pepsi as a lending support to the diversity and BLM movement.
Her choice of Kendall, a white woman as the heroine for her ad, annoyed many and caused Pepsi to take the ad with an apology. There is nothing wrong with Kendall, she just wasn’t the right fit.
The key metrics you should consider when choosing influencers are Reach, Engagement Rate, Relevance, Authenticity, Content Quality, Content Frequency, Reliability, Audience Quality and Influencer’s Values.
Reich talks about the size of the audience that influences them in terms of their impact, but an influencer’s power of access is qualified by their rate of engagement.
A typical formula for calculating engagement rates is to survey at least 10 posts, calculate likes, shares, and comments on each, divided by the total number of followers and multiply by 100. The average percentage across 10 positions is the potential engagement rate and can help you decide if reach is sufficient for you.
The relevance and value of an influencer is probably one of the most important metrics you should consider regardless of your campaign goals.
This is better in the words of Alex Smetna, an Instagram influencer and marketing expert. “As bad as it is for a vegetarian influencer to endorse their meat product, both influencers and brands must ensure that their values align or risk a mass miscommunication that goes nowhere”
An ideal influencer is one who is perceived as an expert in a relevant niche, who has built trust and loyalty among his followers and all, one who engages with his followers in answers, and responses.
Clear of impressive fraud
Many new marketers in the influencer marketing space are unaware of the uncontrolled fraud that has held back the influencer marketing industry. Influencer fraud is so subtle that in the words of Alex Smetena “it gives a glimpse of success, excites you with noise, but produces no real result”
Many smaller brands that use influencer marketing cannot afford to run ads with the celebrity category. These smaller brands need to find relevant and lesser-known influencers who have sufficient reach and authenticity to help with their campaign goals. This has led many marketers to face influencer fraud and widespread ineffective campaigns.
Avoiding these types of situations is the key to succeed in this space. One of the best ways to explicitly connect with influencer fraud is to try to find out the cause of the influencer’s followers. If the influencer has much fewer positions than his follower that is already a red flag. If the engagement rate is too low, it is a warning sign.
Influencer platforms such as Buzzsumo, Pitchbox and Ninja Outreach have also become a saving grace for their marketers. These platforms act like “matchmaking” sites, where marketers can meet influencers specifically by searching for the categories and features they want.
Many of these platforms do their due diligence and thereby reduce the chances of fraud. While capacity is not depleted by some of these platforms, it ensures that the list is down for you and enables you to provide more clarity in your decision.
Make realistic offer
In 2018, Sunny Co Clothing launched an Instagram marketing campaign to promote their Baywatch-themed swimsuit version, The Pamela. His promotional offer promised swimsuits for all those who reposted and tagged their handles in the first 24 hours. He did not anticipate that the ad would go viral with over 30,000 people participating in a few hours!
Needless to say, they cannot return their offer. He withdrew it saying that he had authority over the proposal. This can be rightly defined as a marketing catastrophe for the brand, as customers created uproar and mocked by many.
Although this was not an influencer marketing campaign, brands are known to offer through influencers while advertising through influencer marketing. It is imperative to avoid such incidents as they can harm your brand and limit your impact on future campaigns. It is safe to stick to the promises you can deliver.
Influencer marketing is probably the new craze, but like every shining item, it should not be taken at face value, it must be tested, tested and evaluated before any brand can engage. New businesses have died on these roads, there is no reason not to tread carefully.