Movie star scandals used to be the big thing. Now, it’s influencer scandals.
We’ve all heard of them. The Fyre Festival bust, which was both an impressive marketing feat and one of the worst music festivals of all time. Kim Kardashian’s failure to warn her fans about the side effects of a morning sickness pill. Kylie Jenner’s infamous Pepsi commercial.
Simple mistakes can ruin your influencer campaign. Even worst, they can do irreversible damage to your brand. Keep an eye out for these 3 mistakes when conducting your own campaign.
You’ve made a few sales from your last influencer campaign. Great! But if you don’t know where those sales are coming from, it doesn’t do you any good for planning future campaigns.
To get the most out of your influencer campaigns, keep track of the results. Using conversion pixels, you can track exactly who is taking action and where they’re coming from.
From here, you can apply that knowledge to your future efforts. Did one influencer outperform the other? Did a certain campaign lead to more sign-ups while another delivered more conversions? This is important information that you can leverage for bigger, more successful campaigns.
You know your brand so well that sometimes it’s easy to forget that others have no idea what’s going on. One of the biggest problems in influencer marketing is failing to communicate your expectations properly. Not only is this disastrous for you, but it can also ruin the influencer’s credibility.
When briefing your influencer, make sure to outline the terms of the agreement thoroughly. These include delivery requirements such as:
- What kind of content is being delivered
- What time it’s being posted
- What platforms it’s being posted on
- How frequently it will be posted
Influencer marketing is a conversation, which means you’ll need to work together to create a successful campaign. Establishing a revision process will give you and the influencer a productive way to exchange ideas and make sure content comes out at its best.
Usage rights also need to be established before going live. This defines who owns campaign content during and after the campaign. If you plan on reusing this content any time in the future, you’ll want to retain the usage rights or you could be looking at legal trouble.
The last step in communicating properly is defining the exclusivity of your campaign. Often, influencers field offers from several different businesses at a time. Someone who’s a good candidate for your brand will also be a good candidate for your competitors.
You can avoid this by avoiding a time restriction on when influencers can work with competing brands. This way, you won’t have to worry about losing out on customers to a different ill-timed campaign.
The engagement rate and the number of followers an influencer has is often the first thing brands look at when vetting influencers. It makes sense—if they have a lot of followers who engage regularly, then that should translate to engagement with your brand, right?
If only it were that easy.
It’s estimated that ⅓ of Instagram audiences are made up of fake bots. With all of the money in influencer marketing, fake influencers are boosting their stats so they can charge more for promoting products.
In order to separate the fake influencers from the real ones, you’ll need to pay attention to more than just engagement rates and follower counts. Here’s what you need to know.
Using Social Media Famous, you not only receive influencer engagement rates but you also get the statistics those rates come from. You’ll be able to see the influencer’s average amount of likes, comments, and the average amount they charge for each post.
Another thing to pay attention to is their engagement rates over an extended period of time. This allows you to account for any unnatural spikes, which might point to paid followers.
The same goes for audience growth. If you see suspicious jumps, you might want to investigate further before signing a contract with them.
Whether or not their past activity looks shady, you should still browse an influencer’s profile to check out the quality of their comments and content. Generic or basic comments could be a sign that they’re purchased. Poor content… well, that’s pretty self-explanatory.
Even the best marketing strategies can crumble with a few mistakes. When planning your next campaign, remember these key takeaways:
- Set up a reliable tracking system. Knowledge is power, so the more you have, the better.
- Influencers aren’t mindreaders. Take the time to put together a comprehensive brief of your campaign and give them a few days to look it over and ask questions.
- Engagement and followers can be bought—history can’t. If you’re unsure about an influencer, look through their past account history for mysterious spikes in activity.
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